Subaru of America marked its 18th consecutive month of car sales growth in the United States in January, albeit with a marginal increase. The company delivered 44,510 vehicles, reflecting a modest 0.3% year-over-year uptick.
Despite the overall positive trend, Subaru's all-electric car sales disappointed in January, particularly with the Subaru Solterra model. Sales of the Solterra amounted to just 379 units, signaling a 24% year-over-year decline and accounting for less than 1% of the brand's total volume.
Analysts suggest that the underwhelming performance of the Subaru Solterra in January may be linked to the model changeover from the 2023MY to the 2024MY. Supply and demand dynamics will likely become clearer with the anticipated volume deliveries of the 2024 Subaru Solterra, expected to reach dealerships in February.
For reference, in 2023, Subaru sold 8,872 units of the Solterra, constituting about 1.4% of the company's total sales.
It is noteworthy that the Toyota bZ4X (9,329) and Lexus RZ 450e (5,386) recorded combined sales of 23,587 units in 2023. All three models, including the Subaru Solterra, are based on the Toyota e-TNGA platform, referred to as the e-Subaru Global Platform by Subaru.
The new 2024 Subaru Solterra, priced nearly the same as its predecessor, is expected to feature faster DC charging and additional standard equipment, enhancing its competitiveness in the evolving electric vehicle market.