Subaru BRZ and WRX Sales Are Stagnating. What Happened to the Enthusiasts?

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      Just yesterday, we remarked on the tough situation for electric vehicles following Congress's decision to end the EV tax credit, but the anti-electrification movement doesn’t fully account for the alarming drop in sales of the Subaru BRZ and WRX, both of which are traditional cars without hybrid or electric drivetrains. These vehicles are classic enthusiast models, yet their sales are faltering.

      WRX

      We’ve been tracking the decreasing sales of the WRX for some time, so the ongoing decline of this compact sport sedan isn’t shocking. Tariffs compelled Subaru to eliminate the least expensive WRX variant and raise the price of the next model (Premium) by $1,000. Since the vehicle’s introduction in 2022, the base WRX price has surged nearly $10,000—or around 30%. Meanwhile, sales have dropped 41% so far in 2025. Ouch.

      When we contacted Subaru regarding the WRX situation in August, they indicated that dealers simply don’t have cars to sell. They were clearing space for increased allocations of the Forester compact, anticipating a boost in domestic production. A Subaru representative stated that WRX inventories would improve later in the year. However, either that recovery hasn’t happened yet, or customers aren't returning. Either way, it’s not a positive sign for this all-wheel-drive sport compact.

      BRZ

      The situation for the BRZ is less complex. Subaru’s version of the Toyobaru sports car recorded only 182 sales in September (October figures are not yet available). While fall isn’t typically a prime season for sports car shopping, a quick glance at Toyota’s sales report indicates that it moved over three times as many GR86s last month. In fact, the Toyota Supra (221 units) even outsold the Subaru BRZ. Admittedly, Toyota has more dealerships than Subaru, but not three times the amount—and it’s still fall for them as well.

      Moreover, Subaru can’t attribute the BRZ’s steep sales decline to rising costs. Although it is discontinuing the base trim for 2026, the most affordable BRZ remains available (at least on paper; if Subaru is manipulating allocations as with the WRX, the reality could be different), and its price hasn’t significantly risen since it launched during the pandemic’s latter stages. In short? The buyers simply aren’t there.

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