It’s official. Subaru has announced that production of the Legacy midsize sedan will end in Spring 2025 after 36 years of production. Yep, the archetypal all-wheel-drive midsize sedan is set to saunter off into the sunset, marking another departure from the world we’re used to. For decades, the Legacy embodied Subaru’s persona of slightly quirky all-weather Japanese cars, and I reckon its death could be the canary in the coal mine if Subaru doesn’t act fast.
See, you can only hold a competitive advantage for so long, and the world seems to have caught up to Subaru. In a few short years, don’t be surprised if the industry’s further still down the road – and if Subaru doesn’t change soon – the brand finds itself lost in the dust. After all, the things that make a Subaru a Subaru seem to be growing less and less important.
Over the past, say, thirty-plus years, Subaru has staked its technological identity on two things: all-wheel-drive and safety. For the longest while, if you wanted an all-wheel-drive car, you needed a Subaru or an Audi and that was that. However, the tides are changing, and the shoreline is receding. Nowadays, you can get any number of normal passenger cars with some form of all-wheel-drive. The Mazda 3, the Toyota Corolla, the Kia K5, the Nissan Altima, and the Toyota Camry can all be optioned to send some torque to the rear tires.
However, people are buying more crossover utility vehicles than sedans, and that’s a slight problem because basically all CUVs are available with all-wheel-drive. Sure, the Chevrolet Trax, Buick Envista, Hyundai Venue, and outgoing Nissan Kicks are two-wheel-drive machines, but those are single cells of the great organism that is the CUV segment.
Granted, not all all-wheel-drive systems are created equally, but thanks to faster processing and more sophisticated algorithms, reactive all-wheel-drive systems are really closing the perceptible gap with all-wheel-drive systems that always send torque to both axles. Plus, an all-wheel-drive system is only as good as its differentials, and since most systems including most Subaru systems use open front and rear differentials, controlling wheelspin caused by cross-axle traction imbalances falls to traction control systems and tire grip.
Oh, and that’s before we even get into electric vehicles. The Subaru Solterra is much like any dual-motor all-wheel-drive electric crossover with a drive unit on the front axle and another on the rear. Functionally, it works on exactly the same principles as all-wheel-drive in a Tesla Model Y, Volkswagen ID.4, Ford Mustang Mach-E, or Hyundai Ioniq 5. If EV mandates keep up, Subaru’s “Symmetrical All-Wheel-Drive” marketing advantage will largely be wiped out in essentially two model cycles.
Alright, so even if EV mandates go to plan and Subaru’s all-wheel-drive advantage slides off the table, that still leaves safety, right? Well, not so fast. It wasn’t that long ago when new cars weren’t achieving top marks in moderate overlap crash testing, but now pretty much everything aces the moderate frontal overlap test and most new cars do brilliantly on the more severe small overlap test. From Mazda to Toyota to Hyundai, it’s not hard to find other automakers scoring just as well as Subaru. Once everything’s safe, what’s the difference?
If you remove Symmetrical all-wheel-drive, the flat-four engine, and even a cut-and-dry safety advantage, what makes a Subaru a Subaru? It definitely isn’t motorsports anymore, which begs the question: Is marketing enough alone? While some people will definitely continue to buy Subarus for the image, those who believe in the technology may grow to be disappointed, and those who’ve been burned by odd problems will continue to share their stories. Should this industry-wide switch to even primarily battery electric power happen, Subaru will need to think on its feet.
The Subaru Legacy may be officially on the way out, but Subaru’s own legacy hangs in the balance of changing technologies. How it chooses to reinvent itself in the face of electrification could decide whether the automaker sinks or swims. Is a lifeguard on duty?
I recently wrote a review on the Subaru Crosstrek Wilderness, and while I didn’t like the CVT, I didn’t like the interior quality, and I implied that it feels like an all-wheel drive economy car on stilts, I acknowledged that it still had soul. And that’s the thing: People often buy cars not because of the hardware, but because of styling and marketing.
I mean, look at Jeep. Aside from the Wrangler, how is their Grand Cherokee any different than say, a Touareg or a Volvo XC90? How are the Renegade and Compass any different than all the other all-wheel drive crossovers? And yet, still folks buy them because they’re Jeeps, and also because of their styling, which tells a story that Jeep’s marketing team has carefully crafted over the last seven decades.
Ditto for Subaru. I will acknowledge that there seem to be more and more competitors these days (the newest CX-5 comes standard with all-wheel drive), and there will be more as the EV-era ramps up (adding all-wheel drive to EVs is trivial compared to adding it to a gas car), but I think styling and marketing will continue the Subaru cult for years to come.
-David Tracy
(Photo credits: Subaru)
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what makes a Subaru a Subaru?
To quote Howard Stern – Lesbians. Lots and lots of lesbians.
Subaru’s continued success in a market flooded with AWD CUVs is proof that marketing and image are their strongest assets.
I think the full-time AWD system has definite advantages in certain niche driving scenarios, but for most of their demographic is more of a list item to be checked than a critical differentiating feature. Slip-n-grip AWD is totally fine for most real-world driving, but people still buy Subarus. Does your average Sierra Club shut-in give two fucks about the exact mechanical configuration of an AWD system? I sincerely doubt it.
Moving forward. Subaru really only has to do a few things:
1. Hybridize EVERYTHING. This should be no issue with Toyota’s backing, and will keep them going with their classic lineup for years to come.
2. Continue with the Wilderness special additions, especially the 3500lb towing upgrade on the Crosstrek. As otherwise abysmal as these vehicles are, that’s a legitimate game changer for people who want to tow a boat, camper etc without owning an SUV or pickup. The fact that Subaru is the only brand putting in the regulatory work to give their CUVs proper tow ratings in North America is bizarre.
3. When it comes time to sell a proper EV, rebody it so it at least looks different than the Toyota it’s based on.
My dad had a first-gen US model Legacy, the last new car he bought. When he passed away, I drove it while I was there for his funeral preparations. For an almost 20-year-old FWD car with limited maintenance (my dad was not good about PM), it was fun to drive around in. My wife has a ’21 Crosstrek, and while it does its job, especially in winter in northern New England, I cannot find the soul that my dad’s car had.
I don’t know that Jeep makes for a strong counterpoint. As a non-off-roader even the Wrangler is not that compelling, and the rest of their lineup is hot trash. Both companies need to seriously course-correct to stay relevant.
Back when we used to get real snow in New England, I drove manual Subaru wagons. Because the were useful and cheap to buy used. I had 9 of them over a span of 7 years. In 2006 they switched to drive by wire throttle and it was not great. Then they went to CVT only in the Outback and lost a large percentage of their original customer base. Yes, they picked up a few MPG, and some mall customers. The bill is coming due. I haven’t been excited about a new Subaru for 12 years.
Bring back the svx, you cowards.
Came here for this, very satisfied I didn’t have to say it. I mean, there must be at least six of us who would buy a used one after someone else ate the depreciation. Our voices must be heard!
Fukkkyeahhh
TIL the Legacy didn’t stop being made 20 years ago.
I never see those. Or if I do, they’re so unremarkable I don’t notice them.
Why did they even bother? For 25 years or so, Subaru has really been wagonish or hot hatch. Not a “we have Camry at home” Camry.
I think Subaru has already seen the writing on the wall and has already started to make themselves stand out by offering the wilderness brands. They’re trying to market themselves as an “adventure” brand these days. Which almost seems to work even though I think it’s bogus. Isn’t like 1 out of every 4 Outbacks a Wilderness?
This is coming from a long time Subaru fan, but Subaru hasn’t made a car that interests me since they discontinued the STI. When they did that, it showed they aren’t leaning on the “quirky cars with AWD” thing anymore. It’s sad to see the Legacy go, but not really surprising.
Subaru has been trying to market themselves as an adventure brand since the mid 90s. That’s what the Outback is, and why it’s not sold as a Legacy wagon anymore.
Yeah, I guess they could be a 2nd place to Rivian. Seems odd that after all these years, they never bothered to go at all upmarket. Heck even tiny Mazda is pushing higher. Not that I want an overpriced Subaru (or anything they sell for that matter) but I’m betting some of their lifelong fans would have loved something to grow into that isn’t their forgettable three-row blob.
How will Subaru survive when its vehicle’s are by most accounts no longer considered unique versus its competitors? It will have to lean on its odd combination of quirky and boring styling, and of course, its continued ability to market a particular brand image to underserved target demographics (LGBT, dog lovers, outdoorsy types, etc…) largely responsible for growing its loyal fanbase (w/ an assist from Consumer Reports’ consistently fawning over their vehicles)
Long time Subaru fan & owner here – this is a good take. Subaru has always been a quirky company with a dedicated fan base but that can only take you so far. They certainly alienated the auto enthusiast crowd slowly over the last 15-20 years. What do they have any more? I really hope they can turn it around, but I can’t foresee a reliable out for them.
I’m sick of putting wheel bearings in Subarus that wear out after 40,000 miles .
I am anxiously awaiting Subaru’s death. I have such an irrational hatred of them.
And not only because they stopped using Jatco transmissions!
see I like a lot of their cars but I have an insufferable Subaru-loving friend, so I’m afraid he’s soured my opinions on the brand
It feels like the model has been set up to fail,
Up here in Canada the only model they sell is the legacy GT at 45,060$ cad and none of the dealership’s have any new inventory of them on the lot. (Plenty of Foresters btw).
So sure the sales are in decline if there isn’t any inventory available and it’s priced higher then most of the other models with no “base” tier available.
Subaru is gliding off its name and rep from 20 years ago. I hope them and their cvt’s go to car hell. Removing real transmissions and making it “okay” for other companies is a sin to me. I don’t care about “new better e-cvt”, fuck the cvt.
That’s my old man rant for today.
TheSubaruLegacyIs Ready To Die.Fixed that for you.
How does this article literally never mention the Outback? Yes, the Legacy is dead…..because the Outback has 99% replaced it.
Seriously, how did this make it past editorial without that significant omission?
Toyota sold almost 3 times as many Rav4’s last year as Subaru sold vehicles.
There is no sales success story in the Subaru lineup.
Subaru sold over 600K vehicles in the US last year. Are you telling me the Rav4 sold 1.8M units over the same period?
Damn. I was looking at Outback numbers only, not total Subaru numbers. But honestly, Toyota sold about 435k Rav4’s last year.
It’s a nice, solid vehicle to be honest. Not my cup of tea but I understand why many people chose it including my aunt who traded in an old Infinity for a 2021 Rav4 XLE. Ever since my uncle and cousin also traded in a Ford and Honda in favor for a 22 Tacoma and 23 Sienna Hybrid. They’re now a 100% Toyota household.
The Forester is still awesome because of the giant sunroof and windows you can actually see out of!
Giant sunroof isn’t even rare in that segment.
You know what’s rare? A catalytic converter / manifold assembly that completely fails before 50k miles because of a stupid H4 engine installed in a six foot tall SUV. That’s rare and different. Possibly rare for good reason, but rare nonetheless.
The H4 and H6 engines and AWD were novel in the 70’s and 80’s and made cars like my old XT-6 stand out and gave Subaru identity. Also my bug eye 2002 WRX was a stand out because it had sports car handling and power in a wagon for not much money and made me feel like Colin McRae. What we have today are cars that all seem like they are the generic polygons in video games with nothing that makes them better or different. The death of the Legacy isn’t the death of Subaru, it was their decision to pass on making an STI version of the WRX when they redesigned it for the current generation. That left Subaru without any excitement in their showrooms and told people like me that there was no reason to cross shop them with the GR Corolla and the VW.
Subaru is a lost cause and has been for some time. So what if the Forrester is the last barely tolerable model, it last interested me when they dropped the turbo XT
The last Forester XT was only available with a CVT.
Subaru used the flat engines in the past for some benefit. The ultra-low hood on the XT, for instance, packaging the spare tire on top of the motor in some other cars or the top mount intercooler on the WRX. Now it rides in 6′ tall vehicles with a glass roof the size of a sheet of plywood.
I am not talking about the CVT, I don’t there is an enthusiast out there would think so. But I had several friends with Forrester XT’s with some tasteful mods that kicked EVO’s and STI’s butts on a regular basis at autocrosses.
As far as the flat engines, I think we are in 100% agreement. The outrageous ultra wedge shape of the XT was only possible because of the H4 and H6 engines profile.
Subaru’s used to be unique and quirky. I had an 82 GL briefly and I remember that it had very unique dashboard design with a full set of gauges when most of it’s competitors had only a speedometer, temp and fuel gauges. the light and wiper controls came out of the dash in winged pods and everything was very stylized. Way more then a contemporary Corolla or Accord.
Now they are nothing cars with very little to separate them from any other generic import. At this point I won’t morn their loss
I had one of those FXTs. I loved that car, even after replacing the turbo. Twice. Spinning the main bearing was the final straw. Donated it to NPR and vowed ‘NEVER AGAIN’. It has been an easy vow to keep since they haven’t really made a compelling vehicle since I got rid of it.
Bye, Felicia.
The Forester’s sunroof is one piece, and the whole thing opens 😀
Most of the others are 2 panels, and only the front half opens.
And even if the Forester’s big sunroof isn’t rare, the big windows ARE 😛
Manifold converters are nothing new. Though it’s a stupid layout for many reasons, the H4 isn’t the reason for premature cat failure. Manifold converters on regular engines have failed before the 80k warranty. Federal law requires an 8-year/80k warranty on the OE cat.
I’m no Subaru fan, and Subarus have their problems, but that’s not their biggest 🙁
And if you wait long enough, windows open themselves spontaneously through the sheet metal!
I used to be into older Subarus 10+ years ago as used cars because they were very tough and nimble, without being a heavy body on frame vehicle.
The EU model Legacys, Outback and Foresters and Imprezas almost all had low range and a manual, some even limited slip rear ends and beefy suspensions.
But as time went on they kinda lost the toughness, lost their low range, the suspensions became more sophisticated and sensitive, the 4EAT automatic became a CVT. They morphed into a comfy, safe, but ultimately boring transportation appliance that can occasionally drive on light dirt trails and snowy roads.
I get it, this is what sells, but I think if they want to remain relevant and unique, they need to bring back that nimble and tough image.
The new Crosstrek could be a great starting platform for that, just throw in the 2.4 turbo, manual, and low range.
Hear, hear. They used to at least be quirky and interesting with a decent motorsports fanboy contingent of
nemesesfollowers, and now they’re just…cladded? That’s about all the quirk they have left. The cool stuff they do with Vermont SportsCar and the Gymkhana folks is neat and all, but more of that go-fast fun stuff needs to trickle back into their cars. Otherwise, who cares? The fans you got from rally hoonage are going to gravitate towards other marques. (Take it from a Mitsu owner/fangirl who has nothing desirable from Mitsu left to replace her car. I speak from experience here.)When everyone chases volume, it’s a race to the bottom where a smaller brand trying to be just like everyone else tends to get crowded out and can’t compete. The Legacy got boring. It went from the neat turbo wagon I landed on its oil pan to…IDK, just another sedan, but with standard AWD? At a time when AWD is more and more common, even among more reliable marques? Be different again, please.
That was my thought too, that Subaru seems to be taking a page from Mitsubishi’s baffling, almost criminal refusal in the 2000s to acknowledge that it sold a badass rally car.
Back then, it was like every other enthusiast was happily driving around in a bright-blue-with-gold-wheels STI, but Mitsubishi seemingly wanted the Evo to be a complete secret from the carbuying public…
Hello stef, it’s been a while, you still rocking that lancer?
hell yeah, 206K miles and counting
EU Subarus had low range? I thought that was AU market only. I know there is a community of crazy Subaru rock crawler people who import Australian transmissions for the low range.
Most of 1st-3rd gen manual Foresters definitely had low range in the EU, first gen Imprezas and Legacys too, but not all trims if I remember correctly.
…breaking down? Breaking down is pretty dang important. (It’s just not desirable.)
Anyway, RIP to the nameplate of the Space Shuttle, the first-gen Legacy Turbo wagon that I sent too hard.
I will forever remember my 2005 LGT for being handsome, nimble, tunable, and great in the snow.
Also for being an insane money pit after blowing a turbo, jumping timing, rusting through its gas tank, blowing a head gasket, and then blowing a second turbo.
Ah, the duality of the 90s/aughts Subies.
I don’t quite buy the death of a sedan being a harbinger for the entire brand.
That said, some of your points I don’t disagree with.
One thing Subaru still does better than any other brand is *visibility.* And that’s a huge deal imo. It’s essentially why I don’t drive a Mazda any more. Not sure if that says more about Mazda or me.
That is why my spouse and I ended up with an Outback over any of the dozen other similar vehicles we test drove. YOU COULD SEE OUT ALL THE WINDOWS.
Also the rear set leg room was HUUUUUUGE which was a big thing when you had rear-facing child seats to contend with.
Yep, same here.
Toyota sold almost 3 times as many Rav4’s last year as Subaru sold vehicles.
There is no sales success story in the Subaru lineup.
Numbers wrong. Too late to edit. Sorry.
Subaru is smaller than Toyota, yes :).
The Legacy they made in the mid 2000s with the WRX drive train. That’s what I miss.
I owned a ‘05 Legacy Spec B – thing was an absolute riot.
2023 was the last year you could get a Crosstrek with a manual transmission. That would still be a desirable car to me. I know the CVT is “fine”, but I just can’t get excited about that feel, and neither can the Mrs.
Manual was only available with the 2.0 H4 that can barely move that car.
Also, anyone with reasonable control of their shifting hand can out-shift a subaru manual installed on one of their non-performance models. You have to give yourself a 2-count before selecting the next gear to avoid grinding.
Subaru Forrester is the number one recommended car by Consumer Reports, which boomers love. My MIL who drives a Lexus RX Hybrid is looking to get a Forrester as her next car. I know people who religiously love their Subies, yes some are even lesbians…… Subaru’s growth period is over but as long as there’s rural New England and a PNW, Subies will always have a market.
I’m rural new england, olds love these fucking things. A few younger people bought some in my town, but mostly its for olds who want to pretend they are hip and not multi millionaires.
I am a New England Old, and I drove them because I could find them with manual transmissions. Not the case anymore, so they have zero redeeming qualities for me.
Buying process at the Subaru dealer was very easy, though.
I’m in New England and on my third Subaru. I say FU to Subaru. I’ll keep the ones I have now alive for as long as I need to, but as soon as I can get them out of here I’ll be happier.
I will not have another Subaru in my garage. I suspect they’ll be selling badge-engineered Toyotas before the decade ends.
Haha, well look no further than the BRZ and the Solterra. Already badge-engineered Toyotas.