The Subaru Outback has long been one of the brand’s most dependable sellers, known for its rugged capability and practical design. But even established nameplates aren’t immune to changing consumer tastes. Following a recent redesign, the Outback is facing a noticeable sales slowdown as buyers react to its updated look.
At the center of the issue is a more aggressive and unconventional design direction from Subaru. While some drivers appreciate the bolder styling and modernized features, others feel it strays too far from the understated, functional appeal that originally made the Outback so popular. That divide appears to be influencing buying decisions in a segment where familiarity and trust matter.
For Subaru, the response highlights the risks of pushing design boundaries on a well-established model. While innovation is necessary to stay competitive, the Outback’s current reception shows how easily a bold new look can split opinion, and impact sales in the process.
In order to give you the most up-to-date and accurate information possible, the data used to compile this article was sourced from various manufacturer websites.
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The Outback’s new design isn’t catching on as its sales continue to fall
A redesign that actually reduced interest
Credit: Subaru
Usually, when a car is redesigned and given new styling and some new tech, its sales go up. This is even true in the case of some more controversial models. However, the Outback hasn’t quite had the same luck. Since going on sale late last year, the Subaru’s wagon has failed to gain traction, with sales trends continuing on a downward spiral.
Subaru Outback sales Feb 2026
Model
Feb 2025 (MTD)
Feb 2026 (MTD)
Change (%)
Feb 2025 (YTD)
Feb 2026 (YTD)
Change (%)
Subaru Outback
11,601
8,787
-24.3%
22,395
17,070
-23.8%
Subaru is one of the few automakers out there that reports its sales every month. It’s a practice that we think makes a company more trustworthy, even if it makes Subaru look bad in this case.
The Outback is one of the brand’s most popular models, with it ranking among the 25 most popular vehicles sold in the U.S. last year. It used to be able to compete pretty closely with the Crosstrek and Forester in terms of sales. However, the last couple of months have been pretty rough.
In the Japanese brand’s sales report for 2025, they reported that the Outback saw a 6.6 percent decrease in sales overall. December actually looked reasonable, with sales numbers being on par with the year before. However, since the redesigned model has hit the market, sales have shrunk by around 23 percent in both January and February. Clearly, the updated model isn’t quite resonating with Subaru’s buyers.
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The public really aren’t a fan of its updated styling
Subaru has changed the Outback’s identity
This does feel like a rare blunder from the Japanese brand. The Outback has defined itself over many years as a rugged family vehicle, being one of the only station wagons left on sale in America. This is what draws buyers to the nameplate. The updated model, however, has been transformed into more of a mid-size SUV instead. Looking past the ideological changes, Subaru buyers also feel quite strongly about its ‘bold’ styling.
A clear identity crisis
Base Trim Engine
2.5-liter four boxer
Base Trim Transmission
CVT
Base Trim Drivetrain
All-Wheel Drive
Base Trim Horsepower
180 hp
Base Trim Torque
178 lb-ft
Make
Subaru
Model
Outback
Segment
Midsize Wagon
If you look at spec sheets, the Outback has gotten better in just about every way. It is bigger and boxier, which means more space on the inside for passengers and cargo. Its standard technology has also been improved, with the interior taking on a more modern, contemporary look. The only thing that hasn’t really changed is its available powertrains. All-in-all, it has all the hallmarks of a successful Subaru, with a clear focus on capability and comfort.
All of that being said, its styling is proving to be quite a large problem. Its boxy looks are controversial to say the least, dividing buyers into two camps. What seems to be more of the issue, though, is the fact that the Outback isn’t really an Outback anymore. To Subaru enthusiasts, making an Outback into a fully-fledged SUV is comparable to Ford turning the Mustang into an electric crossover. With a number of nameplates to choose from, it seems odd that the automaker would reinvent one of their most beloved models.
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Meanwhile, the Forester is the only model in Subaru’s stable excelling
The Outback’s sibling is gaining tons of traction
While the Outback stumbles around, one of Subaru’s other models is actually seeing an increase in sales. This might seem uninteresting at first glance, but it is actually the only Subaru model that saw an increase in sales for February 2026. The new Outback may be a bit of a flop, but the Forester has miraculously come through to mitigate the losses.
Are buyers migrating to the Forester?
Base Trim Engine
2.5L H4 ICE
Base Trim Transmission
8-speed Lineartronic CVT
Base Trim Drivetrain
All-Wheel Drive
Base Trim Horsepower
180 HP @5800 RPM
Base Trim Torque
178 lb.-ft. @ 3700 RPM
Base Trim Fuel Economy (city/highway/combined)
26/33/29 MPG
Make
Subaru
Model
Forester
Segment
Compact SUV
Where the Outback has seen its sales decline by around 23 percent each month this year, the Forester has done the complete opposite. Forester sales have increased by just over 22 percent each month so far this year. It is now easily the most popular model in Subaru’s stable, with the automaker’s February figures reporting 33,740 units sold. This begs the question, are people who would have bought an Outback now opting for the Forester instead?
The Forester is actually one of the most underrated compact SUVs in our eyes, and it wouldn’t surprise us if this was the case. It is more than spacious enough on the inside for most families, features the same capability as the Outback, and starts $4,000 cheaper. Perhaps more importantly to Subaru buyers, it stays true to its identity. When it came out, Subaru was criticized for being too conservative with the updates to the Forester, but that has proven to be a good thing.
A swing and a miss for Subaru
In a world where automakers are constantly striving to be as flashy and gimmicky as possible, Subaru has always felt like a bit of an oasis. They build cars that are simple, practical, and reliable, and that is what their buyers look for. While there is a lot to be impressed about when it comes to the new Outback, Subaru’s current predicament showcases how easy it is to mess up a redesign. Subaru buyers don’t want something completely different, they want evolution, and unfortunately the new Outback pushes things that little bit too far.
