Subaru Is Going Against the Grain by Not Raising Prices on Any of Its Existing EV SUVs for 2027
- The 2027 Subaru Solterra, Trailseeker, and Uncharted all avoid price increases for the new model year.
- The Uncharted remains the least expensive, starting at $36,470, while the Solterra and Trailseeker start at $39,970 and $41,470, respectively.
- Typically, automakers raise model prices every year, so this suggests Subaru is trying to incentivize sales of its existing EV SUVs.
The average price of a new car has ballooned to over $52,000, and while that's a byproduct of many factors, the reality is that most new cars get a little more expensive every year. However, Subaru is taking a different approach with its trio of electric SUVs, as it has decided to keep the prices of the 2027 Solterra, Trailseeker, and Uncharted the same as last year.
All of these Subaru EVs have a Toyota counterpart: The Uncharted is a rebadged CH-R, the Solterra is the bZ's sister, and the Trailseeker is the bZ Woodland by another name. While it remains to be seen whether any of those electric Toyota models receive price hikes, we know the Subie crew won't. For the 2027 model year, the front-wheel-drive Uncharted Premium once again starts at $36,470; the all-wheel-drive Sport and GT start at $41,270 and $45,270, respectively.
The Solterra, which received a notable refresh last year, enters 2027 starting at the same $39,970. That's for the base FWD Premium model; the higher-spec Limited starts at $42,870. The all-wheel-drive Limited XT starts at $44,370, and the top-of-the-line Touring XT starts at $47,330. Meanwhile, every Trailseeker features a 375-hp all-wheel-drive powertrain, and the lineup's base prices stand pat at $41,470 (Premium), $45,470 (Limited), and $48,030 (Touring).
Obviously, there's a reason that Subaru decided to go against the grain and not raise the prices of its existing EV family (the new three-row Getaway will join the flock later this year, though pricing is still TBD). The most likely reason is that the automaker is trying to incentivize sales. So far, Subaru says it has sold 2436 Trailseekers, 2491 Uncharteds, and 5137 Solterras. Since the former two models are brand new, we can't compare their sales versus last year, but the Solterra's numbers are down almost 21 percent through the same period in 2026.
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Eric Stafford’s automobile addiction began before he could walk, and it has fueled his passion to write news, reviews, and more for Car and Driver since 2016. His aspiration growing up was to become a millionaire with a Jay Leno–like car collection. Apparently, getting rich is harder than social-media influencers make it seem, so he avoided financial success entirely to become an automotive journalist and drive new cars for a living. After earning a journalism degree at Central Michigan University and working at a daily newspaper, the years of basically burning money on failed project cars and lemon-flavored jalopies finally paid off when Car and Driver hired him. His garage currently includes a 2010 Acura RDX, a manual '97 Chevy Camaro Z/28, and a '90 Honda CRX Si.