Subaru’s performance models, the WRX and BRZ, are experiencing a noticeable sales slowdown, prompting concerns among enthusiasts about the future of these engaging vehicles. While the situation is complex and influenced by broader economic factors, a lack of demand is undeniably contributing to the decline.
Factors Contributing to the Sales Slump
Several key trends are at play in the recent sales downturn. Like much of the automotive industry, Subaru faces the challenge of rising vehicle prices. The base model WRX, for instance, has seen its price jump by nearly $10,000 since the second-generation version was introduced in 2022. This significant increase makes the WRX less accessible to potential buyers.
Beyond pricing, the broader shift towards crossovers and SUVs significantly impacts sales of performance-oriented cars. Consumers are increasingly prioritizing practicality and cargo space over sporty handling, reducing demand for models like the WRX and BRZ.
The absence of a new-generation Subaru STI—a high-performance variant eagerly anticipated by enthusiasts—also plays a role. This gap leaves a void in Subaru’s lineup and may deter some buyers from purchasing the current WRX.
Furthermore, Subaru’s strategic focus on newer models like the Forester and Outback is creating a ripple effect. The company is actively clearing dealer lots to make room for these popular crossovers, potentially impacting the availability and visibility of the WRX and BRZ. The introduction of hybrid Crosstrek and 2026 Outback models further incentivizes buyers towards these SUVs, potentially diminishing interest in performance models. Subaru’s Wilderness models, with their rugged styling, are also popular, potentially drawing customers away from the more traditional WRX and BRZ.
BRZ Sales Showing Signs of Weakness
While the WRX is experiencing a sharper decline—sales are down 41% year-to-date in 2025—the BRZ is also slumping. Year-to-date sales are down over 8%. A closer look at October 2024 sales figures reveals a concerning trend: just 182 units were sold compared to 365 in the same month the previous year. While the end of the year is not typically a prime time for sports car purchases, the drop is substantial. Potential BRZ buyers might be waiting for the arrival of the next-generation model, further delaying sales.
The Challenge of “Affordability”
The diminishing demand is linked to the evolving definition of “affordable.” For 2026, Subaru eliminated the base BRZ trim, meaning the entry price now exceeds $37,000. While there are still vehicles closer to the $30,000 range, the rising cost of vehicles overall makes it harder to justify a purchase, even for enthusiasts eager to support brands they appreciate. It highlights a larger trend where even traditionally accessible models are becoming increasingly expensive, squeezing out potential buyers.
The definition of “affordable” is rapidly changing, impacting demand even for vehicles traditionally considered accessible to enthusiasts.
The decline in sales of the WRX and BRZ signals a complex interplay of market trends, rising costs, and shifting consumer preferences. Sustaining these iconic models hinges on ensuring they remain both desirable and within reach for their core audience. The current situation emphasizes the delicate balance between meeting consumer demand and maintaining the appeal of performance-oriented vehicles in an increasingly SUV-dominated market.
