Subaru Just Raised Prices – But These Memorial Day Deals Are Still Worth a Look

Subaru just became the latest automaker to announce price hikes—and it likely won’t be the last. As new tariffs and 2026 model-year pricing updates collide, car shoppers across the U.S. are seeing prices creep higher by the week. But there’s still a window of opportunity: Subaru’s Memorial Day deals include 0% APR offers and below-average financing on top models, and similar incentives from rivals like Tesla and Chevy are heating up too.

If you’re planning to buy a new car this summer, now may be your best chance to lock in a deal before the next round of price hikes hits.

Subaru Price Hikes Arrive in June

Subaru of America is the latest automaker to raise vehicle prices as the cost of doing business rises—thanks in part to the recently imposed auto tariffs.

As first reported by Reuters, Subaru confirmed on May 19 that it’s increasing prices on several popular models, citing “current market conditions” and the need to “offset increased costs while maintaining a solid value proposition.” While the company avoided directly blaming tariffs, the timing lines up with widespread price adjustments across the industry as import taxes take a toll.

According to a dealer bulletin obtained by Reuters, the price increases will range from $750 to $2,055 depending on the model and trim. The Subaru Forester, which is already a top seller and widely imported, is among the most affected—prices will rise between $1,075 and $1,600. These new sticker prices are expected to hit dealership lots starting in June 2025.

Subaru imports roughly 45% of its U.S.-sold vehicles, according to S&P Global Mobility, making it particularly vulnerable to the 25% tariffs the U.S. now places on imported vehicles.

Why Prices Are Going Up—And Subaru Won’t Be the Last

Subaru’s latest price hike is just the beginning. Across the industry, automakers are facing a one-two punch: steep new tariffs on imported vehicles and parts, combined with 2026 model-year price increases that are rolling out ahead of schedule.

While Subaru didn’t directly cite tariffs in its statement, the timing speaks volumes. The Trump administration’s 25% tariff on imported vehicles is already prompting automakers like Ford and Subaru to raise sticker prices to protect shrinking margins. And with almost half of Subaru’s U.S.-sold vehicles imported, the brand is especially exposed.

At the same time, many automakers are finalizing pricing for incoming 2026 models, which typically carry higher MSRPs. In many cases, even 2025 models still sitting on dealer lots are getting mid-cycle price bumps. That means car buyers in late spring and early summer are likely to see both tariffs and new model-year pricing converge, making it harder to find value on new vehicles.

Subaru may be the latest to raise prices—but they won’t be the last. As inventory updates in June and July, expect other automakers to quietly follow suit. If you’re planning to buy a new car this summer, shopping sooner rather than later could save you hundreds—or even thousands.

See the best Memorial Day sales, from 0% financing to huge cash offers.

What Should Subaru Shoppers Do?

If you’re in the market for a new Subaru, now is the time to act. Subaru is raising prices by as much as $2,055, and according to the automaker’s website, MSRP changes will roll out in June, and inbound inventory is likely to be impacted. While older inventory on dealer lots may not be affected, it remains unclear how quickly these price increases will be reflected in what shoppers actually pay once June arrives.

For now, Memorial Day deals are still live, including 0% APR offers on some of Subaru’s most popular models.

And while Subaru’s incentives are strong, some competitors are fighting hard for buyers this Memorial Day—especially as tariffs disrupt pricing across the board.

Here’s how Subaru’s best offers compare to the competition:

• Chevrolet is offering 0% APR for 60 months on the 2024 Tahoe and 2025 Equinox EV—solid rivals to Subaru’s Ascent and electric Solterra crossover.

• Tesla has slashed rates on the 2025 Model 3, now offering 0% APR for 60 months, and a $349/month lease with $0 down.

• Hyundai is offering 0% APR for 48 months on the Hyundai IONIQ 5, a spacious electric crossover that competes directly with the Solterra (and charges much faster).

• Mazda is offering 1.9% APR for 36 months on remaining 2024 Mazda CX-5s, a top alternative to the Forester with a more premium interior.

Still, Subaru’s 0% for 72 months on the 2025 Solterra and 2024 WRX stand out as some of the longest zero-interest terms available anywhere. With price hikes looming, now is the time to take advantage of Subaru’s May incentives.

Final Thoughts

Subaru’s price increases are just the start of what’s shaping up to be a more expensive summer for new car shoppers. With tariffs, MSRP updates, and tightening incentives, it pays to shop smart—and fast. Whether you’re considering a Subaru or cross-shopping with competitors, the best deals won’t last long.

Before you head to the dealership, get the facts with CarEdge:

• 🔍 Check Dealer Invoice Pricing to make sure you’re not overpaying

• 🚗 Search Local Inventory and compare real-time local insights for vehicles near you

Buy with confidence—and save more—with CarEdge on your side. Learn more about how we can help buyers of every budget.