What is the average age of the WRX owner?
The typical WRX owner is in the mid-30s, with most buyers concentrated in their late 20s to early 40s and the average age commonly cited in the mid-30s depending on market and year.
There isn’t a single official figure that applies everywhere. Demographic data come from Subaru’s own owner surveys and independent automotive research, and numbers can shift by region, model year, and data source. This article draws on recent data through 2024–2025 to outline current patterns.
Demographic patterns by age
What recent surveys tend to show is a consistent core demographic for WRX ownership across major markets.
- Core representation is in the 28–39-year-old range, where the largest share of WRX owners falls.
- The mean/median age is usually reported in the mid-30s, with many datasets pointing to roughly 34–36 years old.
- Regional differences exist: the United States generally shows a slightly younger skew than Europe, while Asia presents a similar spread but with different ownership patterns and model preferences.
- Ownership stage tends to cluster around early-to-mid career, with many buyers purchasing as a first or early second performance-oriented vehicle.
Taken together, the age pattern suggests that the WRX appeals to a younger-leaning enthusiast segment that remains active in their prime working years, with the average landing in the mid-30s in most datasets.
Implications for marketing and product decisions
Understanding age bands helps automakers tailor messaging, finance options, and feature sets to attract and retain WRX buyers.
- For ages 25–34: emphasize peak performance, customization options, and affordable financing to attract new entrants to the performance segment.
- For ages 35–44: highlight a balance of performance with practicality, safety features, and advanced tech that suits a family-oriented lifestyle.
- For ages 45 and above: focus on comfort, refined driving dynamics, proven reliability, and technology that enhances daily driving and long trips.
- Channel strategy: younger segments respond to digital marketing, influencer/enthusiast content, and social media, while older segments respond well to test-drive events, dealer experiences, and club activities.
In short, while there isn’t a universal single-age figure, the WRX sits at a crossroads of youthfulness and maturity. Its owner base skews younger than many traditional grand-tourers, yet remains firmly in the prime working years, which shapes how Subaru and dealers approach marketing, features, and ownership experience.
Summary
Across markets and model years, the WRX tends to attract buyers in their late 20s to early 40s, with the average commonly placed in the mid-30s. This pattern reflects a dedicated, performance-minded community that grows into their careers while maintaining a strong enthusiasm for driving dynamics. Marketers should tailor messages and channels to the age bands that dominate WRX ownership, while preserving the model’s identity as a high-performance, turnkey sports sedan/hatch suitable for daily driving and weekend sessions on the racetrack or backroads.
How long do Subaru owners keep their cars?
Many owners report their Subarus still running strong well past 200,000 miles, with some even reaching the 250,000–300,000 mile range with minimal major repairs. Take the Subaru Outback, for example, one of the brand's most popular and long-lasting models.
What demographic buys Subarus?
Basically Subaru buyers have skewed upper middle class, more so than the average. But the pandemic and chip shortage has screwed up the auto buying landscape. The percentage in the last couple of years was 38%.
What is the average age of a Subaru owner?
The average age of a Subaru owner varies by model, with the Forester owner averaging around 62 years old and the Outback owner around 45 years old. The brand's sporty models like the WRX, STI, and BRZ have an average owner age under 40.
Average age by model
- Forester: 62 years old
- Outback: 45 years old
- WRX, STI, and BRZ: Under 40 years old
Key takeaways
- Subaru's average owner age is higher for its more utility-focused models like the Forester, which attracts mature buyers who prioritize safety and comfort.
- The brand's performance models appeal to a younger demographic.
- Despite the older average for some models, the overall customer base is diverse.
What is the life expectancy of a WRX?
A Subaru WRX can last from 100,000 to over 200,000 miles, with its lifespan heavily depending on maintenance, driving habits, and a bit of luck. Consistent, regular maintenance is crucial for longevity, as is avoiding frequent, hard driving and modifications that can stress the engine.
Factors affecting lifespan
- Maintenance: Sticking to a strict maintenance schedule, including regular oil changes, fluid checks, and replacing wear-and-tear items like the timing belt, is the most important factor for long-term reliability.
- Driving habits: A WRX that is driven aggressively, "redlined" frequently, or launched hard, especially when not at operating temperature, will wear out faster. A more moderate driving style will contribute to a longer-lasting vehicle.
- Modifications: While many enthusiasts modify their WRXs, certain aftermarket modifications can negatively impact the car's lifespan if not installed and tuned correctly.
- Model year: While the general range is similar, some model years may have specific known issues. For instance, some engines (like the FA engine) may require more intensive labor for certain repairs.
- Luck: As with any car, sometimes a component can fail unexpectedly due to unforeseen issues, regardless of maintenance.
Common wear-and-tear items
- Clutch: The clutch, throwout bearing, and transmission are common wear items that may need replacement, especially on manual transmission models.
- Brakes and suspension: These are considered normal maintenance items for any car and will need periodic replacement.
- Turbo and hoses: The turbo can be a point of failure around 100,000 to 180,000 miles, while hoses may need replacement over time, especially in older vehicles.
