Subaru U.S. EV Sales Weakened In Q1 2024

In the first quarter of this year, Subaru of America saw a 6.7% increase in car sales in the United States, with a total of 152,996 units sold. However, sales of electric vehicles (EVs) did not experience significant growth during the same period.

Specifically, in March, sales of the Subaru Solterra decreased by 13% year-over-year, totaling 446 cars. This marks the third consecutive month of decline and the EV share of Subaru’s overall sales remains below 1% for the year.

It remains uncertain what trajectory Subaru Solterra sales will take in 2024. The 2024 model year of the car was recently introduced and promised to arrive at Subaru dealers in February, potentially boosting sales.

Last month, Subaru BEV sales were as follows (year-over-year change):

• Solterra: 446 (down 13%) with a 0.7% market share

Year-to-date, Subaru Solterra sales in the U.S. have only totaled 1,147 units, reflecting a 16% decline from the previous year, and constituting less than 1% of the overall sales.

Last year, Subaru sold 8,872 Solterras, accounting for about 1.4% of the company’s total sales.

Notably, in Q1 2024, sales of the Toyota bZ4X (1,897) and Lexus RZ (1,603) were marginally higher than the Subaru Solterra. All three models are closely related and built on the Toyota e-TNGA platform, known as the e-Subaru Global Platform by Subaru. Combined sales of the three models amounted to 4,647 units.

The new 2024 Subaru Solterra’s is priced almost the same as its predecessor, but offers faster DC charging and more standard features.

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