Subaru’s Outback, the rugged, all-wheel-drive SUV that’s long been a favorite for adventure-seekers and practical buyers alike, is getting a refresh for 2026. As the automaker’s second-best-selling vehicle, the Outback has built a loyal following with its blend of versatility, reliability, and affordability. However, the 2026 model year brings not only a facelift but also a significant price increase that’s raising eyebrows among fans and potential buyers.
For 2025, the Outback’s base model started at an accessible $29,995. For 2026, Subaru has eliminated this entry-level trim, pushing the starting price to $34,995—a 16.6 percent jump. Add in destination and delivery fees, and the new base model will cost $36,445 to drive off the lot. This bold pricing move has sparked debates about whether the Outback, despite its updates, can maintain its value-driven appeal in a competitive market.
The facelift promises modernized styling, with sleeker lines, updated lighting, and a refined grille to give the Outback a more contemporary look. Inside, expect enhancements like a larger infotainment screen, improved materials, and possibly new driver-assistance features to align with Subaru’s commitment to safety. While these upgrades aim to keep the Outback competitive, the decision to axe the base model suggests Subaru is targeting a slightly more premium audience. However, the price hike could alienate budget-conscious buyers who valued the Outback’s affordability.
The Outback’s core strengths remain: standard all-wheel drive, generous ground clearance, and a spacious interior make it ideal for outdoor enthusiasts or families needing a reliable daily driver. Its reputation for durability and Subaru’s loyal customer base have kept it a strong contender against rivals like the Toyota RAV4, Honda CR-V, and Mazda CX-5. Yet, with the base price now exceeding $36,000, some shoppers may wonder if the Outback’s upgrades justify the cost.
Competitors offer compelling alternatives. The 2026 Honda CR-V, starting around $32,000, boasts a refined hybrid option and excellent fuel economy. The Toyota RAV4, priced similarly, offers a rugged TRD Off-Road trim for adventure seekers. Meanwhile, the Mazda CX-5, starting near $30,000, delivers a near-luxury experience with sharp handling. These options may tempt buyers who find the Outback’s new price tag steep.
Subaru’s gamble to reposition the Outback as a pricier option reflects confidence in its brand loyalty, but it risks losing cost-sensitive customers. With the 2026 model’s updates, the Outback remains a strong contender, but its value proposition is now under scrutiny.
Would you pay $36,445 for the new Outback? Or, with the price hike, what alternative vehicle would you choose instead?