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News - Market Insight - Market Insight 2025Market Insight: Forester to regenerate Subaru salesSubaru Australia says its new Forester is ready to handle the brand’s sales comeback21 Jul 2025 By MATT BROGAN WHILE it is no secret Subaru’s sales have been sliding further down Australia's top 10 charts, the brand’s local importer says the arrival of its sixth-generation Forester will help to arrest that fall.
In showrooms from this month, the new Forester competes within the crucially important sub-$60K medium SUV segment, vying against no fewer than 28 rivals – including those offering internal combustion, petrol-electric, and battery electric powertrain alternatives.
Understandably, it is the petrol-electric ‘Strong Hybrid’ Forester – its only new energy offering in the segment – that Subaru Australia says will help it to climb the segment ladder, with preorders for the Forester indicating a 55:45 percentage bias in favour of the hybrid model.
According to Subaru Australia general manager Scott Lawrence, early interest in the hybrid Forester is greater than has been the case for any pre-sales interest in the model to date, a sign he believes augurs well for the model’s future success.
“The Forester has been our number one selling model for quite some time, but as we’ve reached the twilight of the previous generation model in different regions, we have seen a natural decrease in buyer interest,” he told GoAuto.
“We have good ambition for the Forester, (after all) it’s our best-selling model in Australia’s most popular SUV segment, and 40 per cent of that segment is hybrid. That was a really big part of the segment we didn’t play in previously.
“That point alone should give us a volume boost. That’s our ambition, and we think the product is right to do that.”
While Mr Lawrence would not be drawn on sales forecasts, he said Australian importer Inchcape was not placing too much emphasis on market leaderboards, instead preferring to focus on customer needs, both now, and into the future.
“It’s always dangerous watching leaderboards. We have a place in the top 10 and we want to maintain that. But our everyday thinking truly centres on what Subaru customers want,” he explained.
“What makes the Subaru customer experience incredible, both at a purchase level – which is product price, servicing, and in-store – all the way through their ownership experience. If we look after our customers with the right product, the leaderboards will almost look after themselves.
“Forester Strong Hybrid is going to play a big part (in regrowing the model’s segment share), as will some other announcements we’re going to make ... Let’s just say there is some very exciting product coming down the pipeline.”
Subaru executives present for the Australasian launch of the all-new Forester in Christchurch last week said Japanese segment rivals – particularly those with hybridised powertrains – had been benchmarked during development of the latest model, ensuring it positioned to compete on a level footing.
Subaru Forester project manager Takuya Fuji said: “Unlike many other hybrids on the market today, we focussed on improvement in off-road capability, the mechanical connection between the driveline and the wheels, fuel efficiency, and acceleration.
“Furthermore, we looked back at our DNA – and consulted with our current customers – to understand our aims for the Forester Strong Hybrid (moving forward).”
While Mr Fujii did not reveal which Japanese medium SUV models had been benchmarked during the development of the all-new Forester, he said those with 2.5-litre powerplants had been crucial to research and development of a driveline that offers not only improved drivability and response, but also far greater range.
Subaru Forester sales versus benchmarked Japanese rivals*:
*All sales data supplied courtesy of VFACTS.
^Forecast calendar year sales based on YTD results.  Read more14th of July 2025  Market Insight: BMW Group tops H1 sales chartBMW Group continues domination of Australian premium car market with 16,555 H1 sales9th of June 2025  Market Insight: Large SUV segment spotlightToyota’s 250-series LandCruiser Prado makes its presence felt in large SUV segment2nd of June 2025  Market Insight: JLR’s sales stallJaguar sales grind to halt as reinvention looms, Land Rover deliveries trending down |
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