Slumping Sales Has Subaru Studying STI

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For 25 years, Subaru has had a winning formula. Take their compact, all-wheel-drive Impreza and add a turbocharger, performance suspension, plus a better wheel & tire combo. The result is the WRX. Other car companies have copied the WRX (like Toyota’s GR Corolla) but Subaru’s ace-in-the-hole has always been their top-tier Impreza WRX STI. More powerful turbocharger, forged pistons, robust engine internals, big Brembo brakes, plus a muscular ‘widebody’ to command attention.

When Subaru released the latest WRX for the 2022 model year, enthusiast were pleased that the new VB chassis would be stiffer, and the all-new FA24 boxer engine would replace the venerable EJ20. Sadly, Subaru confessed that they would no longer build the hot rod STI model!. Enthusiasts would have to look elsewhere for a model with more power, or stronger styling, at least until Subaru could turn the STI into an EV. Gearheads were left gobsmacked.

By 2024 a troubling sales trend emerged. The Subaru WRX had started a downward sales slide, selling ony year’s 18,587 units. Trouble continues in 2025 where the WRX was down 41% compared to the previous year. Only 10,930 units were sold, which is alarming considering the high point of 31,358 performance cars sold was only in 2017.

With the next WRX model not due out for 2 more model years, Subaru was left questioning their decision to scrap the STI (and their electrification plan). To try to attract some attention, Subaru announced a new STI model would be on display at the Tokyo Motor Salon from January 9th to 11th, 2026.

The motoring media gathered around as Subaru pulled the covers off the WRX STI Sport# which turned out to be a ‘prototype’ of a JDM-only model with a six-speed stick shift.

Prior to the Tokyo Auto Salon, it seemed Subaru was bringing back the WRX STI after a five-year absence, possibly even the long-lost, much loved hatchback. Unfortunately, the WRX STI Sport# features no major changes, no power boost, any no widebody, Nope, just pink ‘Cherry Blossom’ highlights on the bumper and side skirts, plus some STI badges.

There seems to be a power struggle happening at Subaru between ‘green’ and ‘blue’ factions. The green guys are the outdoorsy ones that buy Foresters and Outbacks with lifted suspension, chunky tires and roof racks. They go camping, love the wilderness, wish more cars were electric to save the planet. Then there’s the ‘blue’ faction; the World Rally Blue faithful who want all-wheel-drive performance cars, born with a rally pedigree. Gearheads who love the ‘Subie rumble’ from the boxer engine. They want their cars low, loud, and aggressive. Those are STI buyers.

Seems Subaru management wants to be Toyota now, selling ‘everyman’ cars with derivative styling and mundane performance. Were they just teasing ‘blue’ team about the return of its WRX STI “hero car” at the Japan Mobility Show, and now at the Tokyo Auto Salon? Or is there still hope that there’s some real cars guys at Subaru that will push through a new ‘blue’ car?

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