Three-pronged Subaru sales plan
BY TOM BAKER | 16th Feb 2026
SUBARU believes it will be successful in tempting existing Outback wagon loyalists into one of three remarkably different crossover offerings in 2026 while also luring in buyers from a surprising competitive segment.
A new seventh-generation version of the Outback lands in Australia this month with a red line drawn down the centre of the range between standard models and lifted ‘Wilderness’ off-roading specials with enhanced capability.
Then, in the second quarter of 2026, Subaru will add the new Trailseeker battery electric vehicle (BEV) into the mix. With its long roof, cladding, 211mm ground clearance and stand-off rails, Trailseeker is every bit the electric Outback (and even badged E-Outback in some markets).
Speaking with GoAuto at the recent Outback launch in Sydney, Subaru Australia general manager Scott Lawrence said the three-pronged strategy is very much by design, with the standard Outback, Outback Wilderness and Trailseeker pursuing distinct audiences.
While the new Outback is larger, boxier and more SUV-like than ever, Subaru believes the standard models will appeal to existing customers while the Trailseeker caters to wagon buyers ready for a BEV.
But the plan for the Outback Wilderness, which runs with 240mm ground clearance, upgraded dual-mode X-Mode AWD and a 194kW/382Nm tune of Subaru’s 2.4-litre turbocharged boxer engine is the most ambitious by far.
“There is absolutely a territory we can further push into with Wilderness, which is that really rugged, off-the-beaten-track (segment) traditionally owned by ladder-frame four-by-fours,” said Mr Lawrence.
Local Subaru marketers will try to push the Wilderness into competition with the Ford Everest, Isuzu MU-X and even the Toyota LandCruiser Prado by pointing out its surprising trail capability and on-road advantage.
“Outback (lets you have) all of that, but you have an amazing-driving car that handles well on-road.
“I would encourage anyone, when they look at those sorts of (4WDs), to look at the Outback.”
Luring the traditional 4WD audience into buying only as much car as they need is one way Subaru plans to increase Outback sales in 2026 from last year’s result of 8384 deliveries as the old model ran out.
“With this new model year, I would expect growth in the (Outback), absolutely,” said Mr Lawrence.
Although ladder-frame vehicles with dual-range transfer cases and locking differentials –features unavailable on the Outback Wilderness – will ultimately go further, Subaru says there is more capability in the Outback than meets the eye.
Two versions of the Outback Wilderness are available in Australia, effectively priced at a $10K premium to the standard version that is 20mm lower (220mm clearance) but saddled with a less powerful 137kW/245Nm naturally aspirated engine.
It is only with the standard Outback and non-turbo 2.5-litre that Australians can make their way into a ‘luxury-spec’ version, with the 2.5 AWD Touring model exclusively adding items like cooled Nappa leather seats that are unavailable on the pricier Wilderness.
Still, the ‘non-Wilderness’ versions of the Outback will be tasked with bringing across existing Outback customers that have no need for, or interest in, spending up for the power and capability of the off-road spec.
Mr Lawrence acknowledged that Subaru is considering a hybrid powertrain for the Outback – and other models across the range – as a more frugal engine than the existing four-cylinder.
Enter the Trailseeker BEV as the third option. Revealed as a surprise to Australian media at this month’s Outback media launch, the Trailseeker is a rare large SUV and wagon-styled vehicle equipped with a fully electric powertrain.
Subaru executives believe that existing Outback owners who are inclined to move into a BEV for their next vehicle will closely consider the Trailseeker, which has a claimed electric range of up to 533km (WLTP) from a 74.7kWh battery.
Pricing will be announced shortly but it is expected to open above the $63,990 plus on-road cost entry point of its smaller sibling vehicle, the Solterra. For comparison, the Outback range opens at $48,990 + ORCs
“I see prior-gen Outback customers equally attracted to Trailseeker as much as (the new) Outback … it is part of our brand and part of the solution for consumers,” said Mr Lawrence.
Subaru Australia is even considering adding a spare wheel and tyre to the Trailseeker and space has been left for this amenity beneath the existing boot floor. Spare wheels are exceptionally rare among BEVs.
“We think the need for a spare wheel is definitely high on the agenda we are making, and we will work on how we can support consumers in that space,” said Mr Lawrence.
