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They took the soul right out of it, is what Subaru fans think: Is Subaru’s 2026 Outback redesign truly sacrificing three decades of unique wagon identity at the altar of generic SUV conformity?
Tarra, (@highitstarra) in her TikTok video, thinks so and says,
“I found out the new 2026 Subaru Outback late last night, and I’ve been upset ever since. I own a 2022 Subaru Outback Wilderness, and my miles are getting up there, so I said Hey, let me see if they changed anything on the Outback since I bought mine.”
“And to my surprise, Subaru has completely changed the Outback, and I don’t think fans will like this. This is what the 2026 Outback looks like.”
“It looks like every other SUV out there right now. I’ve been looking at the Hyundai Santa Fe, and it almost looks like it, too.”
“It could be a Kia, it’s just a typical SUV. What happened to the wagon? That made the Outback so unique. We loved the Outback the way it was, so why did they change it?”
“Am I overreacting? I don’t like it. Subaru, why did you change the Outback? Why did you do this?”
The New Outback Design Strikes a Nerve
The 2.9 million-view TikTok video from Tarra, who loves her 2022 Subaru Outback Wilderness, has truly struck a nerve across the Subaru fan base. Her frustration over the 2026 Subaru Outback redesign is understandable, and I’ve heard similar concerns echoed by countless Subaru Outback owners.
So, what do I say to loyal owners like Tarra who bought into the unique Outback ethos?
The Heartbreak of the ‘Lost Wagon’
Tarra’s critique, “It could be a Kia, it’s just a typical SUV. What happened to the wagon?” is sharp, memorable, and cuts right to the core of the issue: identity. The Outback, for three decades, has thrived by being the anti-SUV. It was a rugged, capable wagon, a badge of honor for those who valued function, subtlety, and genuine all-weather capability over the bulky, high-riding status symbol of a traditional SUV.
When Tarra says, “It looks like every other SUV out there right now. I’ve been looking at the Hyundai Santa Fe, and it almost looks like it too,” she articulates the fear that Subaru is sacrificing its heritage for mass appeal. The current generation Outback, which debuted in 2020, received a complete redesign for the 2026 model year.
The Outback’s shift toward a taller, boxier CUV that looks like every other utility vehicle is massive and risky.
Tarra’s comparison of the new look to the Hyundai Santa Fe and Kia models is particularly telling. Both Hyundai and Kia have recently adopted very angular, boxy designs that maximize interior space but eliminate any pretense of a sleek, low-slung profile.
Because the 2026 Outback mimics this SUV language, it suggests Subaru’s leadership has made a calculated decision about Subaru’s global strategy and the shift away from the legacy wagon design.
Is Subaru Risking Its Soul?
As much as long-time enthusiasts adore the classic wagon silhouette, Subaru is a business operating in a brutally competitive global landscape. Here’s the expert reality check on why Subaru is risking alienating its core Outback fans.
- CUV Dominance: The crossover utility vehicle (CUV) segment is the largest and most profitable in the world. Consumers demand a high ride height, boxy cargo areas, and a commanding view of the road. Vehicles perceived as “wagons” are seen as niche, regardless of their capability.
- Platform Efficiency: Subaru uses the Subaru Global Platform (SGP). Every new model—Forester, Crosstrek, Ascent—is designed to maximize SGP efficiency. Designing the Outback to be taller and more squared-off allows for greater parts sharing and simplified manufacturing, which directly boosts profit margins.
- The Ascent Effect: Subaru learned from the Ascent launch that there is significant money in larger vehicles. The Ascent’s design is unapologetically SUV-like. Moving the Outback closer to that aesthetic profile allows the brand to capture buyers who would otherwise default to a Forester or, more critically, a competitor’s SUV.
This is the commercial solution to the enthusiast’s problem:
If Subaru wants the Outback to remain its best-selling model in the U.S. (which it often is), it has to appeal to the widest possible audience, even if that means comparing the new Outback design to competitors like the Hyundai Santa Fe and Kia.
What Next for Tarra and Current Owners
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Tarra owns a 2022 Outback Wilderness—the ultimate expression of the rugged, pre-SUV philosophy. She’s sitting on a genuine enthusiast vehicle. Her fear about the redesign should translate into a strategic opportunity.
If fans hate the next-gen redesign, they have two clear paths, and both revolve around the fact that the current model is the desirable final form of the outgoing generation:
Solution 1: Embrace the Wilderness and Hold
The current generation Outback, especially the Wilderness model, will likely become a highly sought-after vehicle for purists. A boxier, more generic 2026 model will make your 2022 model, with its protective cladding and beefy stance, stand out even more.
The 2026 Wilderness variant also lost its unique charm, becoming just a ruggedized version of a generic SUV. So, hold onto yours. The resale value of the current Wilderness model is likely to remain exceptionally strong because it represents a specific, desirable aesthetic that was phased out.
Solution 2: Strategic Trade-in Timing
If your goal is to upgrade soon, consider doing so before the 2026 model arrives at dealers. The 2026 significant redesign, which dramatically changed the look, often confuses the market, temporarily dampening the resale value of the old model as dealer incentives focus on clearing out the “old” product.
What does the 2026 Subaru Outback’s new look mean for resale value?
Advice for current generation Subaru Outback owners considering a trade-in who want to maximize their equity. Historically, the last model year of a beloved generation (the 2025 Outback) holds value well, but once the new model is out, some buyers stop looking at the previous version. Sell your 2022 when its value is highest—now, while it is still considered the current body style and the Wilderness trim is hot.
In The End
Tarra is not overreacting, and many fans feel the same way. The changes represent a painful evolution for one of the auto industry’s most unique success stories.
The challenge for Subaru’s designers was immense: how to capture a larger share of the SUV market without completely alienating the core enthusiasts who had built the brand? The answer was a compromise that involved adding height and more angular lines that defined the classic Outback.
Conclusion
So, if fans love the current design, consider buying the last year of the current generation, the 2025 model. It will be the most refined version of the “wagon” you love.
The move away from the authentic wagon shape is the cost of doing business in 2026. Subaru believes the volume gains from SUV buyers will offset the few loyalists they lose. For the enthusiast and loyal customer base, the fight to preserve the unique identity of the Subaru Outback wagon was lost to powerful market forces.
The bigger picture is this: Subaru is choosing increased sales and profit over personality.
Questions for Outback fans.
Since the 2026 Subaru Outback adopted a generic, boxy SUV design, will you, as a current owner or potential customer, switch brands or look for a 2025 Outback? Or will you accept the change and purchase the new-generation 2026 Outback due to Subaru’s legendary Symmetrical all-wheel drive and safety ratings? Click the red Add New Comment link below and let us know.
Check out my Subaru Outback story: Is Subaru In Trouble? Sales Fall After 33 Months Of Sales Growth
I am Denis Flierl, a Senior Torque News Reporter since 2012. My 30+ year tenure in the automotive industry, initially in a consulting role with every major car brand and later as a freelance journalist test-driving new vehicles, has equipped me with a wealth of knowledge. I specialize in reporting the latest automotive news, covering owner stories, and providing expert analysis, ensuring that you are always well-informed and up-to-date. Follow me on X @DenisFlierl, @WorldsCoolestRides, Facebook, and Instagram
Photo credit: Denis Flierl via Subaru USA
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Source: torquenews.com
