Toyota and Subaru’s new electric SUVs are catching on with buyers, offering various options and prices ranging from about $35,000 to $45,000, or the “sweet spot” of the US market.
Toyota and Subaru EVs catch on at affordable prices
The US electric vehicle market rebounded in the third quarter with 262,649 EVs sold, according to Kelley Blue Book estimates, up 6.1% from Q2 and the strongest performance of the year.
Although nearly every automaker has sold fewer EVs so far this year than in the same period in 2025, as buyers rushed to claim the $7,500 tax credit before it expired, a handful of brands are seeing considerably higher demand.
Outside of Rivian, Toyota and Subaru are the only brands that have higher year-over-year EV sales in the US through the third quarter.
Combined, Toyota and Subaru have sold nearly 50,000 EVs through the first nine months of 2026, more than double compared to the same period last year.
Toyota alone has sold nearly 35,000 electric vehicles, up 183.4% YOY, while Subaru sold 14,630, up 46.7%. And that’s not even including the additional 12,676 sold under the Lexus brand, up 137.4% YOY.
While the two Japanese automakers were infamously slow to transition to battery electric vehicles, the timing worked in their favor.
After launching the heavily updated bZ in late 2025, previously called the bZ4X, Toyota’s electric SUV suddenly became one of America’s most popular EVs. Through Q3, it was the fourth best-selling EV in the US, trailing only the Hyundai IONIQ 5, Tesla Model 3, and Tesla Model Y.
Starting at $35,000, the Toyota bZ is one of the most affordable EVs in the US. It also offers up to 314 miles of range in the FWD Plus trim, which starts at $37,980.
Toyota and Subaru now each sell three electric SUVs, which share the same platform and technology.
With prices ranging from roughly $35,000 to about $45,000, Stephanie Valdez Streaty, director of industry insights at Cox Automotive, said (via Bloomberg) Toyota and Subaru’s new EVs are affordable and hit the “sweet spot” of the US car market.
Toyota also sells the smaller, sporty C-HR, starting at $37,080, and the larger, more rugged bZ Woodland, which starts at $45,380.
Subaru, on the other hand, sells the updated Solterra ($38,495, plus the smaller Uncharted ($34,995) and midsize Trailseeker ($39,995).
Karla Fisher, a Marine and retired engineer, told Bloomberg that the Subaru Trailseeker was her “most favorite car of all time.”
While she considered buying an EV before the $7,500 federal credit expired last September, none met her requirements at the time. Fisher wanted at least 7″ of ground clearance, 250 miles or more range, and a price that was similar, or even less than a comparible gas-powered vehicle.
The Subaru Trailseeker offers all of that and starts at under $40,000. Toyota and Subaru’s electric SUVs all start at about $45,000 or less, which is even less than the average new vehicle.
According to the latest Kelley Blue Book figures, the average price for a new vehicle in the US reached a record $51,109 in October, up 2.1% YOY.
Subaru spokesperson Dominick Infante said the affordable EV prices are mainly thanks to its partnership with Toyota. “We do believe there’s an EV future,” Infante added.
Next year, both brands will add a three-row electric SUV with the Toyota Highlander EV and Subaru Getaway.
Thinking about making the switch to an EV? With the 2027 models at dealerships, now could be a good time to find a deal on current 2026 models. You can use the links below to see what’s available at Toyota and Subaru dealerships near you.
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