Subaru Outback: sales plummet after bold redesign that divides buyers

Outback faces a drop in sales after a more aggressive redesign; Forester gains ground while Subaru's identity is tested.

Quick Summary

The Subaru Outback is under the spotlight following a redesign considered bold, dividing reception among buyers. While some praise the evolution, there have been more critics questioning the model's new identity.

Recent Sales Performance

February numbers show the impact of the redesign: the Outback dropped from 11,601 units in February 2025 to 8,787 in February 2026, a 24.3% drop.

• Feb/2025: 11,601 units
• Feb/2026: 8,787 units
• Monthly Variation: -24.3%
• YTD Feb/2025: 22,395
• YTD Feb/2026: 17,070
• YTD Variation: -23.8%

Subaru maintains the practice of publishing its figures monthly, which makes the Outback's drop even more noticeable since the redesign began.

Outback Redesign and Identity

With the redesign, the Outback started exhibiting a profile closer to a mid-size SUV, losing some of the rugged wagon identity that characterized it. Among fans, the more aggressive look is seen as a break that divides opinions, generating debates about maintaining tradition versus pursuing innovation.

Despite advancements in interior space, technology, and finish, the new look has been pointed out as the main challenge for public acceptance.

The Role of the Forester

While the Outback stagnates, the Forester advances, consolidating itself as the brand's most popular model in February 2026 with 33,740 units sold. The monthly growth is above 22%, and the Forester maintains an attractive value proposition, starting around US$ 4,000 cheaper than the Outback, while staying true to its identity.

• Feb/2026 Forester: 33,740 units
• Monthly Increase: ~22%
• Starting price significantly below the Outback
• Remains aligned with what buyers expect from Subaru

Conclusion: Balance between novelty and tradition

The Outback case illustrates how a bold redesign can generate divergent views and affect sales. Subaru needs to find the balance between evolution and continuity of identity to maintain the appeal of such an iconic model.

What is your take on the new Outback? Do you prefer the classic style or the bolder look? And are you considering switching to the Forester because of the design update? Share your opinion in the comments below.