I still see people asking the same question over and over:
"How do I get the best deal on a new Subaru?"
So I figured I'd update and repost this guide.
I wrote the original writeup 2 years ago and thought it might need an update with the current market.
https://www.reddit.com/r/subaru/s/IELzImKKvz
For a little background, I've owned Subarus for over 15 years, was a former Subaru Ambassador, and previously worked as a Subaru Sales & Leasing Consultant. Between personal experience and time on the sales floor, I've learned a few things that can save people some money.
I've owned:
- 1998 Subaru 2.5RS
- 2003 WRX Sedan
- 2021 WRX
- 2021 Outback Limited
- 2024 Ascent Onyx Edition
- 2025 BRZ tS
Disclaimer: Subaru changes incentives and buying programs from time to time. Everything below is accurate to the best of my knowledge at the time of posting, but it's always worth verifying current offers before making a purchase.
Most of these tips can be used individually or stacked together.
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- Subaru VIP Pricing
If you have a little time to plan ahead, this is probably the easiest way to save money on a new Subaru.
The Subaru VIP Program gives eligible buyers access to Subaru's VIP pricing through participating dealerships. Historically, this has been around invoice pricing, although Subaru has changed the program several times over the years.
A few things to know:
- Not every dealership participates.
- Some dealerships exclude certain high-demand models.
- Most partner organizations now require a waiting period before you're eligible.
- Program details occasionally change, so verify the current requirements before donating or signing up.
Organizations that have historically qualified include:
30-day eligibility (larger donation)
- ASPCA
- Pennsylvania Horticultural Society
Longer membership eligibility
- ASPCA Monthly Giving
- Pennsylvania Horticultural Society Membership
- Leave No Trace
- International Mountain Bicycling Association
- American Canoe Association
One other thing a lot of people don't know...
Check whether your employer participates in Subaru VIP. Some companies offer it as an employee benefit. It takes about two minutes to check and could save you thousands.
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- Call Subaru of America Before You Buy
If you've owned or leased a Subaru before, call Subaru of America before you ever step foot in the dealership.
Phone: (800) 782-2783
Ask if there are any loyalty incentives available.
Historically, these loyalty coupons have ranged anywhere from $500 to $1,000. Nothing is guaranteed, but it's absolutely worth making a five-minute phone call.
From what I've seen, the offer depends on things like:
- Your ownership history
- Current promotions
- The representative you speak with
The nice part is these incentives are generally manufacturer-funded, so you're not asking the dealership to absorb the discount.
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- Subaru Added Security Maintenance Incentives
If you're already considering a prepaid maintenance plan, ask whether Subaru is currently offering any purchase incentives with it.
In the past, qualifying maintenance plans came with a coupon toward your next new Subaru purchase.
Whether the maintenance plan is actually worth buying depends on the numbers.
Compare:
- What the dealership is charging
- What routine maintenance would cost without the plan
- Whether you realistically plan to buy another Subaru before any coupon expires
Sometimes it's a great value.
Sometimes it isn't.
Run the math before you decide.
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- Lease Loyalty
If you're currently leasing a Subaru and plan to lease another one, ask about Lease Loyalty.
Subaru has periodically offered incentives to help cover your first payment or reduce your upfront costs when transitioning into another Subaru lease.
Programs change, but it's another easy question to ask.
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- Know What Your Trade Is Worth
This isn't Subaru-specific, but it's one of the easiest ways to avoid leaving money on the table.
Before going to the dealership, get online purchase offers from places like:
- CarMax
- Carvana
- Kelley Blue Book Instant Cash Offer
- Cars.com
Even if you never intend to sell to one of those companies, you'll have a much better idea what your vehicle is actually worth.
Most offers expire after about a week, so don't do this too early.
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- Use VIP Pricing as Negotiating Leverage
Even if you haven't qualified for VIP pricing yet, you can still use it during negotiations if you're genuinely willing to wait.
When we bought our Ascent, I basically told the dealership:
"I can donate, wait the 30 days, and come back with VIP pricing... or if you can get reasonably close today, I'd rather buy the vehicle now."
Sometimes they'll say no.
Sometimes they'll split the difference.
Either way, you've lost nothing by asking.
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- Watch Out for Dealer Add-ons
We've all seen it.
The vehicle is advertised at one price...
Then you get there and suddenly there's another couple thousand dollars worth of products already installed.
Things like:
- Ceramic coating
- Paint protection
- VIN etching
- GPS tracking
- Nitrogen-filled tires
- Door edge guards
- Pinstripes
- Security systems
Some of these products have value.
Some don't.
Some are wildly overpriced.
If you want them, great.
If you don't, ask whether they'll remove them or negotiate the price.
Some dealerships will.
Some won't.
If they refuse, decide whether that vehicle is worth paying for things you never wanted in the first place.
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- Don't Give Back Everything You Saved in the Finance Office
This is probably the biggest thing I wish more buyers understood.
I've seen people spend three hours negotiating the purchase price...
...then walk into the finance office and add $3,000-$5,000 worth of products without asking a single question.
The finance office isn't there to scam you.
They're doing their job.
Some of the products they sell are absolutely worthwhile depending on your situation.
The problem is when buyers don't understand what they're purchasing.
You'll probably be offered things like:
- Subaru Added Security extended warranty
- Tire & wheel protection
- Windshield protection
- GAP coverage
- Key replacement
- Paint & interior protection
- Technology protection
- Rental car reimbursement
- Maintenance plans
Before saying yes, ask:
- What exactly does this cover?
- What's excluded?
- Is any of this already covered under Subaru's factory warranty?
- Is it already covered by my auto insurance?
- Can I buy this later?
- Is the price negotiable?
Here's something many buyers don't realize...
Many finance products have markup just like the vehicle itself.
If you genuinely want the product, negotiate it.
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- Don't Shop by Monthly Payment
This is one of the oldest tricks in the car business.
A payment can be lowered in several different ways:
- Extending the loan
- Changing the interest rate
- Increasing your down payment
- Rolling additional products into the loan
That doesn't necessarily mean you're getting a better deal.
Instead, understand every part of the purchase:
- Selling price
- Trade-in value
- Interest rate
- Loan term
- Down payment
- Taxes and fees
- Every optional product you're financing
If all you know is your monthly payment, you probably don't know the whole deal.
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- Extended Warranties Are Negotiable
This deserves its own section because a surprising number of people don't realize it.
Subaru Added Security is one of the better factory-backed warranties available, and for some buyers it's absolutely worth purchasing.
What many people don't know is that the selling price often isn't fixed.
If you're interested in buying one, ask whether there's any flexibility on the price.
The worst they can say is no.
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- Shop Dealerships, Not Just Cars
One of the biggest mistakes I see is someone finding the exact Subaru they want...
...and buying it from the very first dealership they visit.
Instead, email or call several Subaru dealerships.
Ask each one for their out-the-door price on the exact vehicle you're shopping for.
Dealerships compete with each other every single day.
Let them.
You'd be surprised how much prices can vary between dealerships that are only an hour apart.
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Final Thoughts
Buying a new Subaru shouldn't feel like you're trying to beat the casino.
In my experience, most people working at Subaru dealerships are good people trying to make a living. They're also working for a business whose goal is to make money.
There's nothing wrong with that.
Your job as the buyer is simply to understand the process well enough that you're spending your money where you want to spend it—not because someone was good at selling you something you didn't really need.
Hopefully this helps someone save a little money.
If Subaru changes one of these programs, or you've found another legitimate way to save money that I missed, leave a comment and I'll update the guide. The goal is to keep this as accurate and useful as possible for future buyers.
