Subaru has thrown an extraordinary amount of money at selling EVs in the US, and it has almost nothing to show for it. The Solterra, Uncharted, and Trailseeker remain exceptionally niche vehicles for the automaker. In July, the WRX almost outsold all three of them combined.
The company ramped up incentive spending during the April-June period, and it shows. Those expenses cut ¥24.9 billion ($153.8 million) from global earnings and accounted for most of the decline. Marketing costs in the US jumped 40 percent in the second quarter, averaging $2,698 per vehicle, even as the company poured more into its electric models.
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