On the same day Subaru announced its Uncharted SUV EV details, it quietly shifted the strategy for its existing electric SUV line-up by taking a chainsaw to the MY26 Solterra and Trailseeker prices. It is a positive shift for the brand and shows Subaru is listening to the market.
The Solterra AWD now starts at $61,990. That is a two-thousand-dollar shave off the top thanks barber. If you want the Touring it’s now $67,990. The Trailseeker gets an even deeper cut. The AWD model is down four thousand dollars to $63,990. The Touring version follows suit at $69,990.
This aggressive repositioning suggests Subaru is seeing slow sales as a clear signal that savvy buyers shop around. It is a staggering change from the original launch. When the Solterra was first revealed in 2024, the entry AWD was a ludicrous $77,990. We have seen a sixteen-thousand-dollar total drop since then. It is a big move to admit you’re wrong, but it’s also a mechanical necessity. Hundreds of these units have been growing moss in holding yards at Port Kembla and Pinkenba for months, with some early stock reportedly requiring HVAC evaporator cleans just to get rid of the “lot rot” mustiness before hitting showrooms. With the new Uncharted arriving as the entry-level hero, the entire lineup drops to a place where it can challenge opponents. The Uncharted sets the floor, allowing the Solterra and Trailseeker to sit as the premium and alternatives.
General consensus from across the web is that these cars are built for more than just the school run. We thought Solterra was OK, but haven’t driven it since its updates. Other reviewers have highlighted the all-wheel-drive system as a standout feature. It handles loose surfaces with a reassuring level of confidence. It doesn’t pretend to be an off-roader, but it does what it says on the box. The grip is predictable and the power delivery is smooth. Inside, despite the very strange cockpit layout, people love the physical buttons. There is no need to navigate layers of software just to adjust the air conditioning and the volume. It is a refreshing change from the tablet-heavy interiors we see elsewhere, and of course it is Toyota, because the bZ4X is the badged twin. The charging speeds are not world-beating by any means, and certainly far too slow for this price, but the overall build quality and reliability are high. It feels solid and dependable, a place Subaru has enjoyed for decades.
Above: Denza B8 Could be the Best SUV on the Market
#denza #ElectricCars #phev #denzab8
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ABOVE: Trailseeker and Solterra and Uncharted
The Trailseeker is the one for the aspiring weekend warriors. It offers a notion of being nearer the rugged edge, and that feels more Subaru-esque. The proactive safety tech gets a nod for being helpful and precise without being intrusive, although it too is Toyota. Steering is described as light and responsive, and is easy to live with in the city, and a quiet cruiser on the open road. Visibility is another high point, with reviewers noting the clear sightlines and glass.
While these list prices exclude the usual dealer delivery and government charges, the starting point is much more attractive than those announced two years ago.
You have to admire Subaru for standing its ground. By lowering the barrier to entry and introducing the Uncharted, they are making a play in a segment lousy with competition. The battery race is on and Subaru wants in. This strategy puts them in the EV fight instead of charging more for less, if you’ll pardon the pun. It is a big move to admit you’re wrong, but as Subaru is not imported by the OEM, price negotiations with the factory will always be a tough fight.
The News has not been good for Subaru
Subaru has faced a challenging period in the Australian market, as Subaru’s absence from the top ten best-selling marques must be a bitter pill to swallow. The brand listed 2,054 monthly sales which is a 15.5% drop compared to April 2025. More alarmingly, this downward trend is reflected in the year-to-date figures, where Subaru’s 9,737 sales mark a 19.3% decline from the previous year. While the market grew by 2.2% in April, Subaru’s share slipped to 2.2% for the month. This is bad news for a once favourite marque.
The individual model number for April 2026 shows a heavy reliance on the SUV segments:
- Crosstrek: 489 sales (down 24.1% from April 2025)
- Forester: 781 sales (down 20.3% from April 2025)
- Outback: 512 sales (down 11.0% from April 2025)
- WRX: 120 sales (down 38.5% from April 2025)
- BRZ: 45 sales (down 25.0% from April 2025)
- Solterra (EV): 107 sales (up 64.6% from April 2025)
Sports cars are not the flavour of the month.
The Solterra figures highlight a slow burn, with 107 units in April 2026 for a year-to-date of 478 vehicles. While this is an increase over the 65 units sold in April 2025, the brand’s EV pricing has kept buyers away. Despite these recent aggressive cuts, a $16,000 drop for the entry AWD since its 2024 launch to $61,990 now, Subaru’s EV share is a fraction of the market. In a month where EV sales spiked to record levels of 16.4%, Subaru’s Solterra is 0.7% EV market share for April. So, while the pricing adjustments are moving some stock, would you really buy a Subaru over a Tesla?
While the Tesla Model Y made history in 2023 as the first EV to take the top spot, its reign was short-lived as the Toyota RAV4 reclaimed the title in 2024 by a narrow margin of 2,000 sales. 2025 saw Toyota extending its lead as hybrid demand outpaced the plateauing growth of pure EVs in major markets.
Australia sees Tesla remaining a dominant seller. Solterra’s 107 monthly sales are a rounding error compared to the volumes Tesla and Toyota command, proving that product not price cuts create market leaders. As more Chinese brands enter, Toyota’s 25% slide may also pick up pace.
We live in interesting times.
| Model | Variant | Original MLP (2024 Launch) | Previous MLP | Revised MLP |
| Subaru Solterra | AWD | $77,990 | $63,990 | $61,990 |
| AWD Touring | $83,690 | $69,990 | $67,990 | |
| Subaru Trailseeker | AWD | — | $67,990 | $63,990 |
| AWD Touring | — | $73,990 | $69,990 |
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Alan Zurvas is the founder and editor of Gay Car Boys, Australia's leading LGBTQI+ automotive publication. Before launching GCB in 2008, Alan's automotive writing was published in SameSame.com.au and the Star Observer. With over 16 years of hands-on car reviewing experience, Alan brings an honest, irreverent voice to every review — championing value and innovation over brand loyalty.
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