Why is Subaru more expensive?

Subaru's vehicles often carry a higher sticker price than many mainstream rivals. This premium stems from a combination of standard all-wheel drive, comprehensive safety features, durable engineering, and strong resale value, all wrapped in a brand promise of reliability and capability. In short, buyers are paying for AWD-ready practicality and long-term ownership benefits as part of Subaru's core identity.

To understand why Subaru models command higher prices, it helps to look at the brand's market positioning, engineering choices, and ownership economics. Subaru has carved out a niche as a safety- and capability-focused mainstream brand, prioritizing features and performance that appeal to drivers in snow-prone regions, outdoor lifestyles, and families seeking reliability. Those strategic priorities shape the final price you see on the sticker.

Core factors shaping Subaru's pricing

What follows are the principal elements that collectively push Subaru's price points upward relative to some competitors.

• Standard all-wheel drive across most models, which adds cost but is marketed as a core capability for traction in poor weather and off-road conditions.


• EyeSight driver-assistance and other safety technologies are included widely or offered as standard, increasing base equipment levels.


• Durability and longevity are central to Subaru branding, often translating into higher resale value and perceived long-term value.


• Engineering choices such as the boxer engine and symmetric AWD integration introduce manufacturing complexity and cost, even as they deliver handling and balance benefits.


• Practical, rugged design and interior materials aimed at everyday usefulness and outdoor practicality can raise upfront costs compared with more minimalist rivals.


• Manufacturing footprint and supply-chain dynamics, including production in facilities both in North America and overseas, influence unit costs and pricing strategies.


• Pricing strategy that emphasizes value through standard features and capability, which can reduce the need for optional add-ons but maintain a higher overall price tag.


• Competitive warranty and service expectations within the mainstream market contribute to perceived value, even if the exact terms vary by model and region.

In sum, these factors meld into a pricing approach that favors feature-rich, all-weather-capable vehicles with strong resale potential, even before considering regional incentives or dealership differences.

What buyers get for the price

The premium Subaru charges is reflected in the practical benefits and ownership advantages that buyers typically cite as reasons for paying more upfront.

• Standard or readily available all-wheel drive, enabling strong traction in snow, rain, and light off-road use.


• Robust safety technology package, with EyeSight and related driver-assistance features helping with accident avoidance and passenger protection.


• Strong resale value and a reputation for reliability, which can reduce long-term ownership costs and improve future trade-in or resale outcomes.


• Spacious, practical interiors and versatile cargo layouts geared toward families, outdoor enthusiasts, and everyday utility.


• Consistent performance in adverse weather conditions and a capability profile that appeals to buyers who prioritize all-season usability.


• Solid dealer support and service networks that help protect ownership experience and maintenance needs.

While upfront costs may be higher, many Subaru owners view the brand as paying a premium for capability, safety, and long-term value—benefits that can offset the initial price over the life of the vehicle.

Industry context and market comparisons

Compared with some non-luxury brands, Subaru’s pricing reflects deliberate product choices rather than luxury badging. Its competitors may offer lower starting prices with optional AWD or offer similar safety tech only on higher trims. Subaru’s approach bundles AWD, safety, and rugged practicality into lower trims, which can push the overall sticker price higher than some customers expect from a mainstream brand. Conversely, rivals that rely on front-wheel drive or fewer standard features may appear cheaper upfront, though they might carry higher maintenance or fewer resale advantages over time.

Prices are also influenced by regional economics, incentives, and inventory conditions. In markets facing supply constraints or high demand for capable family and outdoor vehicles, Subaru prices can rise relative to parts of the market with looser supply or heavier competition on base models.

Summary

Subaru’s higher upfront prices stem from its core value proposition: standard all-wheel drive, robust safety features, engineering choices aimed at safety and balance, and a focus on long-term reliability and resale value. Buyers pay a premium for AWD-enabled capability and a durable ownership experience, which Subaru frames as practical, real-world advantages rather than luxury features. For those who live in climates with snow or challenging weather, or who prize safety and resale value, Subaru’s pricing reflects a deliberate trade-off between initial cost and ongoing ownership benefits.

Ultimately, the decision to pay a higher price for a Subaru comes down to priorities: AWD readiness, safety confidence, and a practical, long-lasting ownership experience versus a lower upfront sticker price with fewer standard features.

Why are Subaru prices so high?

Subarus are expensive due to the standard features and specific engineering that come with them, such as symmetrical all-wheel drive and boxer engines, which are more costly to produce than the front-wheel-drive and inline-four/V6 engines used by many competitors. The brand's strong reputation for reliability and high resale value also contributes to their price, as it creates consistent, high demand from buyers. 
Engineering and standard features

• Standard All-Wheel Drive (AWD): Unlike many other brands that offer AWD as an optional upgrade, Subaru includes it as standard on all models, which increases the base price. 
• Boxer Engines: Subaru uses a unique boxer engine design, which is more complex and expensive to manufacture than traditional inline or V6 engines. 
• High-Quality Build and Safety: The standard safety features and overall build quality of Subarus contribute to their price, though this is not always explicitly stated as a cost driver. 

Brand reputation and demand

• High Resale Value: Subarus hold their value very well, meaning they are often more expensive on the used market as well. This strong resale value is a major draw for buyers and can offset some of the initial cost over the life of the vehicle.
• Customer Loyalty: A dedicated and loyal customer base means there is consistent demand for Subarus, both new and used, which helps keep prices high.
• Reputation for Reliability: The brand has a strong reputation for durability and reliability, especially its all-wheel-drive systems and engines, which adds to its desirability and perceived value. 

Maintenance and parts

• Potential for higher maintenance costs: Some repairs, like replacing spark plugs, can be more labor-intensive due to the boxer engine's design, which may lead to higher service bills.
• Tire replacement: Because all four tires are part of the all-wheel-drive system, they must be replaced in sets, which is more expensive than replacing two tires on a front-wheel-drive car. 

Are Subarus worth the money?

Yes, Subarus are often considered worth it due to their reliability, durability, and strong safety ratings. They are known for lasting a long time and holding their value well, making them a good long-term investment, especially for those who need all-wheel drive for all-weather conditions or off-road use. However, some models can have issues with certain engines or transmissions, and the all-wheel drive system can lead to slightly higher tire costs.
 
Pros

• Reliability and durability: 96% of Subarus sold in the last decade are still on the road, and they are built to last with high-quality parts. 
• Safety: Subaru consistently ranks highly for safety and includes features like the EyeSight Driver Assist Technology. 
• Resale value: The brand's reputation for durability and safety creates strong demand, leading to excellent resale value compared to many competitors. 
• Standard all-wheel drive (AWD): Most models come with symmetrical AWD, which provides excellent traction in various conditions. 
• Customer satisfaction: Subaru frequently ranks high in customer satisfaction surveys. 

Cons

• Potential engine/transmission issues: Some specific models and engine years have had known problems, such as oil consumption issues in early FB25 engines or complaints about certain CVT transmissions. 
• Tire costs: The standard AWD system can lead to slightly higher tire replacement costs. 
• Lack of power: Some drivers report that non-turbo models lack power. 
• Maintenance: While generally affordable, the AWD system requires proper, routine maintenance. 

Are Subarus more expensive to fix than Toyota?

Yes, Subarus are generally more expensive to repair than Toyotas, with average annual maintenance and repair costs for Subarus being higher than for Toyotas. This is due to factors like generally lower reliability for Subarus and more complex or labor-intensive repairs for certain Subaru models, particularly those with boxer engines. Toyota parts are also often cheaper, and more mechanics are familiar with them. 
Factors contributing to higher Subaru repair costs

• Lower reliability: Subaru has a lower average reliability score than Toyota. 
• Higher annual costs: CarEdge estimates higher average annual costs for Subarus ($617) compared to Toyota ($441). 
• More complex engines: Subaru's boxer engines can be more time-consuming and costly to perform maintenance on, such as oil changes and spark plug replacements. 
• Drivetrain components: Subaru's all-wheel drive system can lead to more frequent wear on parts like CV axles and wheel bearings, as well as the cost of replacing four tires at once. 
• Costly major repairs: Some older Subaru models have known issues, such as head gasket problems around 100,000 miles. 

Why Toyota repairs are often less expensive

• Higher reliability: Toyota vehicles generally have lower repair frequency and severity. 
• More common parts: Toyota parts are widely available and less expensive. 
• Widespread familiarity: More mechanics are familiar with repairing Toyotas, which can lead to lower labor costs. 
• Simpler design: Many Toyota models are front-wheel drive, which reduces the number of drivetrain components that require maintenance. 

What is so special about Subaru?

One of the most distinctive features that sets Subaru apart from other automakers is its Symmetrical All-Wheel Drive (AWD) system. Unlike many AWD systems that engage power to the wheels only when slippage is detected, Subaru's Symmetrical AWD continuously delivers balanced power to all four wheels.