Subaru's overseas passenger car sales volume FY 2023, by region

In the fiscal year ended March 31, 2023, Subaru Corporation sold approximately 591.8 thousand passenger cars in the United States. Therefore, the U.S. represented not only the leading market for the company overseas but globally. Japan is Subaru’s second-biggest market.

What are popular Subaru models in the United States?

In the U.S., Subaru sold six different models in said year. The Legacy, Forester, and Impreza were the best-selling models. Each model sold around 200 thousand units, with the Legacy, Subaru's flagship car, reclaiming the first sales position in the States. They feature front-mounted boxer engines of various capacities with all-wheel drive integrated into the same car platform (‘Subaru Global Platform’). The most-sold Subaru globally, the Impreza, is the brand’s classic sedan introduced in 1992.

Electrifying Subaru’s identity

As the automobile manufacturing industry worldwide works on reducing carbon dioxide and greenhouse gas emissions of their vehicle engines, Subaru has started becoming a part of the growing market of electric vehicles (EV). For a car maker known for its horizontally opposed boxer engines, this step poses risks as well as chances. Cars are, after all, marketed as lifestyle products that serve to complement the customer’s identity. By calling a horizontally-opposed engine with an auxiliary electric engine ‘e-Boxer’, the company appeals to its traditional customers as well as to the environmentally-conscious. In combination with all-wheel drive (AWD) and its standard car platform, Subaru evokes tradition and progress at the same time. For these steps towards electrifying all its models by the 2030s, Subaru is working closely with EV-experienced Toyota Motor Corporation. The automotive giant also helped develop the first battery-electric Subaru called Solterra, featuring a new platform optimized for electric vehicles. It will be crucial the electrified Subarus meet those expectations on driving dynamics previously fashioned by the boxer-AWD layout.