Subaru Spends Nearly $10K Per Solterra in Costly EV Push

Subaru has ramped up spending to move its electric vehicles, but the effort is yielding slim results. In the last quarter, the automaker shelled out an average of $9,650 for every Solterra sold, according to industry data from Motor Intelligence cited by Autonews. That figure was even higher than the $9,155 spent per Uncharted and $8,982 per Trailseeker.

For context, incentives on the Outback averaged just $3,036.

The heavy spending follows the repeal of federal EV tax credits last year, which had previously supported demand. Subaru’s marketing costs in the US jumped 40 percent in the second quarter, averaging $2,698 per vehicle. 8 million) from global earnings and accounted for most of the decline.

4 percent rise.

Despite the outlay, sales remain weak. 6 percent from 8,063 a year earlier. 2 percent to just 138 units. The Trailseeker and Uncharted are newer models, so year-over-year comparisons aren’t possible, but they’re not setting records either. Year-to-date, 3,513 Trailseekers and 2,850 Uncharted models have been sold.

Combined July deliveries for all three EVs totaled just 1,574 units, barely ahead of the WRX’s 1,438.

Subaru’s operating profit also took a hit, falling from $472 million in the fiscal quarter ended June 30 last year to $263.2 million in the same period this year.