Subaru is spending nearly $10,000 per vehicle to sell its new EVs

Subaru is spending heavily to move its electric SUVs off dealer lots. The company sells three EVs in the US: the Solterra, the Uncharted, and the Trailseeker. Through July, combined sales reached 11,638 vehicles, with the newer Uncharted and Trailseeker making up for a 34% drop in Solterra sales.

That sales boost is coming at a cost. Subaru's per-vehicle marketing spending rose 40% to $2,698 on average, but spending on its EVs specifically was much higher: about $9,650 for the Solterra, $9,155 for the Uncharted, and $8,982 for the Trailseeker. That compares with just $3,036 for the gas-powered Outback. The heavy incentive spending contributed to a 44% drop in Subaru's operating profit for the fiscal first quarter, which totaled $270 million. For context, Toyota, which builds related electric SUVs with Subaru on a shared platform, spent less per vehicle ($8,588, down 7.6%) on its bZ model, which has actually been gaining in popularity.

For a homeowner cross-shopping an electric SUV, this points to Subaru offering unusually large incentives and discounts on its EV lineup right now, likely because the company is trying to boost sales of these newer models. If you're considering one of these vehicles, it may be worth checking current dealer incentives in your area, since manufacturers under pressure to move EVs sometimes pass savings on to buyers through cash rebates, financing deals, or lease offers.