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Subaru spends nearly $10,000 to sell each electric SUV in the US
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The Japanese automaker currently offers three electric SUVs in the US: the updated Solterra, the recently introduced Uncharted, and the larger Trailseeker.
Reporting results for its fiscal first quarter (April–June), Subaru said increased incentive spending reduced operating profit by ¥24.9 billion (approximately $155 million).
Discounts on Subaru's electric SUVs were particularly generous.
Subaru's electric SUVs are developed jointly with Toyota and are based on the same e-TNGA platform.
Unlike Subaru, Toyota reduced its average incentive spending on the bZ by 7.6% to $8,588 per vehicle, suggesting a more sustainable sales strategy.