USASubaru’s expanded US electric lineup is selling, but the incentives needed to move it are cutting deep into the company’s margins. Average incentive spending per vehicle runs $9,650 for the Solterra, $9,155 for the Uncharted and $8,982 for the Trailseeker, Electrek reports. The gasoline Outback, by comparison, carries $3,036 in average incentives.
Subaru sold 11,638 EVs in the US over the first seven months of 2026. The Solterra, the brand’s only electric model until this year, fell 34 percent to 5,275 units as buyers shifted toward the two new arrivals: the compact Uncharted found 2,850 buyers and the midsize Trailseeker 3,513, both since going on sale in early 2026.
The discounting shows up in Subaru’s financial results. Sales-incentive costs cut ¥24.9 billion ($155 million) from profit in the first quarter, and operating profit fell 44 percent to ¥42.6 billion ($270 million). Average marketing spending per vehicle across Subaru’s US lineup rose 40 percent to $2,698, compared with a 4.4 percent increase industry-wide.
The pattern reflects a broader problem for EV-only nameplates competing against a market still dominated by gasoline and hybrid crossovers: without the incentives, Subaru’s electric models would sell in far smaller numbers than the discounted price implies. All three EVs share a 74.7 kWh battery and NACS charging, but the Uncharted’s front-wheel-drive base trim, starting at $34,995, is the cheapest way into a new Subaru EV.
The 2026 Subaru Solterra is a compact electric SUV built with Toyota on the e-TNGA platform, now with a bigger 74.7 kWh battery and up to 288 miles of EPA range. A new Solterra XT trim raises output to 338 hp, while base Premium and Limited trims run 233 hp. Prices start at $38,495.
The Trailseeker is Subaru's new-for-2026 electric SUV, an extended-length sibling of the Solterra sharing its e-TNGA platform and 74.7 kWh battery. Every trim runs dual motors for 375 hp and standard all-wheel drive, with up to 281 miles of EPA range. Prices start at $39,995.
The Uncharted is Subaru's smallest and cheapest EV, a compact electric crossover built with Toyota on the same platform as the C-HR EV. A single-motor front-wheel-drive Premium starts at $34,995 with over 300 miles of EPA range; dual-motor Sport and GT trims add all-wheel drive and 338 hp.
The seventh-generation Subaru Outback drops the station-wagon body for a crossover-SUV shape, still with standard Symmetrical All-Wheel Drive. A 180 hp 2.5-litre boxer is standard, with a 260 hp 2.4-litre turbo boxer on XT and Wilderness trims. US pricing starts at $34,995.
