I typically like Subarus, and I recommend them all the time. Living in Maine they are a staple: practical, safe, utilitarian, and fuel-efficient, Subaru has deservedly developed a fiercely loyal following.
The New Crosstrek
With adventure-marketing reaching a fever pitch in the US, automakers cannot seem to create sub-brands and off road-inspired trim levels fast enough. Now Subaru has expanded the “Wilderness” trim to the Crosstrek (Outback and Forester Wilderness trims are already on sale).
Subaru takes pride in its 51-year history of providing all-wheel drive vehicles dating back to the 1972 Subaru Leone 4WD Station Wagon. As the first car lineup with standard all-wheel drive, Subaru was at the forefront of leading this technology which at the time was still a novelty in non-trucks and SUVs. With the Wilderness trim, Subaru continues to lean into this “go anywhere” component of its brand identity and takes it one step further.
The 2024 Crosstrek Wilderness boasts higher ground clearance, better approach angles, reinforced roof rails that hold 700 pounds, and a black matte hood that is designed to shield drivers from glare when off-roading in the bright sun. Starting at $$31,995, the Crosstrek Wilderness can also tow up to 3500 pounds.
Since its debut a decade ago, the Crosstrek has been a huge success. Originally called the XV Crosstrek, it has dominated the subcompact SUV segment. With 155,142 sold in 2022 alone, the Crosstrek was Subaru's best-selling vehicle in America. Quite impressive considering it was at the end of its model cycle and awaiting a redesign.
More of my friends drive a Crosstrek than any other car on the road. Luckily the redesign is mostly evolutionary and gives buyers more of what they already love. Geyser Blue looks great on the Wilderness edition as does Alpine Green on the Crosstrek Sport.
Subaru’s lineup is very competitive and has repeatedly earned top marks from Consumer Reports, not to mention numerous IIHS and NHTSA accolades on the safety front. However, the styling shifts between being too bland to too overdone.
Observations from the Show:
In addition to redesigning their models every 5 or so years, Subaru typically does a mid-cycle refresh between the major redesigns, which can include updates to the infotainment and changes to the headlights, taillights, grille, etc. Subaru’s iterative updates are impressive and keep their lineup fresh. However, change isn't always a good thing and Subaru is prone to the same pitfalls other brands have faced where some of the updates are updates for the sake of updates versus actual improvements.
Case in point, the trapezoidal fish face mid-cycle grille that’s been added to the 2023 Outback and Legacy (along with the massive grille on the Ascent) is disproportionately too large for both vehicles. It’s so over-styled I’m surprised it wasn’t designed by Toyota. Luckily, the Wilderness trim level on the Outback is spared the new grille.
Fortunately, Subaru was strategic with the color selection of their models displayed at the show. The Soltera, which was never an EV-style leader, actually looks great in Elemental Red Pearl in Touring Trim.
The harshness of the Ascent’s grille was nicely masked in the Crimson Red Pearl-coated Limited example shown on the floor. It doesn’t sell as well as its competitors, but the Ascent has an open and airy cabin with big windows and excellent visibility, feeling very much like a larger Forester. It might not have the presence of a Telluride, but it is still worth a test drive even in its 6th model year.
Now saving the worst for last, the Imprezza – the new exterior is a clean look, but it’s not as appealing in-person as it is in photos. To make matters worse, the interior is very drab. The materials and trim scream rental car grade, even in the upper-level RS trim. It didn’t feel like Subaru put much effort inside – especially into a new design for 2024. I understand that it is the entry point to the brand, but with so many automakers stepping up their game – e.g. Hyundai Elantra, it's very noticeable and disappointing. One of the worst interiors I saw at the show.
Looping back to the earlier point about mid-cycle refreshes – here’s an evident area of weakness that I hope Subaru addresses in a few years. Until then, consider me not-Imprezzed.
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