Subaru WRX and BRZ Demand Slumps Amid Price Hikes and SUV Demand Shift

Market pressures weigh on Subaru WRX and BRZ

To keep exciting performance options in the showroom, Subaru's WRX sedan and BRZ coupe are feeling the squeeze in 2025. The broader market pull toward crossovers, combined with rising prices, leaves these two sporty models under strain while Subaru waits for a true STI successor that hardcore fans have long anticipated.

The Drive notes that the WRX base price has climbed by roughly $10,000 since Subaru refreshed the second-generation car in 2022. Year-to-date 2025 WRX sales are down about 41 percent.

Subaru says it is allocating showroom space to the refreshed Forester and Outback, and the Crosstrek Hybrid along with the 2026 Outback are expected to attract buyers back to the brand. Wilderness trims continue to attract subscribers who favor rugged styling.

In October 2025, BRZ sales stood at 182 units, down from 365 in October 2024. Year-to-date, BRZ is off by about 8 percent. By comparison, WRX sales are 8,859 YTD in 2025 versus 15,182 in 2024.

Compounding the challenge, Subaru eliminated the base BRZ trim for 2026, pushing entry pricing above $37,000 for the standard model and signaling a shrinking pool of affordable performance cars. The notion of what qualifies as “affordable” continues to shrink for buyers of sport-oriented cars in today’s market.

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