Which Brand Should Get Your Money

Believe or not, but Americans have a fondness for Japanese vehicles, and Mazda and Subaru stand out as brands that offer reliable and versatile vehicles. Both automakers come to market with different approaches, yet aim to draw customers in with honest vehicles underpinned by uniqueness. For Mazda, its “zoom-zoom” philosophy focuses on a premium experience without the premium asking price. On the other hand, Subaru is a champion for all-weather capability that has made the brand a favorite among adventurers and weekend go-getters. But in the Mazda vs Subaru match-up, just how do these two brands stack up?

• Mazda

  Founded

  January 30, 1920 (as Toyo Cork Kogyo Co)

  Founder

  Jujiro Matsuda

  Headquarters

  Hiroshima, Japan

  Owned By

  Publicly Traded

  Current CEO

  Masahiro Moro

• 

  Subaru

  Founded

  15 July 1953

  Founder

  Chikuhei Nakajima

  Headquarters

  Ebisu, Shibuya, Japan

  Owned By

  Subaru Corporation

  Current CEO

  Atsushi Osaki

We know it’s been said, and it’s boring to hear it again, but choosing one over the other literally comes down to your lifestyle. Mazda prioritizes good fuel economy, dynamic handling, and premium interiors, while Subaru has the “rough and tough” vibe down, supported by driving characteristics that excel on almost all road conditions.

Now, in 2025, decades after first entering the US market, both brands have evolved significantly, catering to the preferences of the American market – which we’ll touch on throughout this article. So, what will it be: Mazda or Subaru?

History In Brief: Mazda vs Subaru

Both Mazda and Subaru’s respective histories are marked by innovation and an enduring resilience in their homeland Japan, with expansion into the USA following in the years to come. Mazda started out as Toyo Cork Kogyo Co. in 1920, followed by a transition to vehicles in the 1930s with three-wheeled trucks. In 1960, it ventured into passenger cars with the R360 Coupe, building up to the first rotary engines in 1967 with the Cosmo Sport. Subaru was founded in 1953 as Fuji Heavy Industries’ automotive division. Thirteen years later, in 1966, the Subaru 1000 was Japan’s first mass-produced front-wheel-drive (FWD) car.

Mazda’s US Entry

Mazda

Mazda entered the US market in 1970. This moment in time was marked by the first imports departing Hiroshima on April 14, with models like the RX-2 and R100 Coupe. The R360 Coupe was primarily sold in Japan and played a crucial role in Mazda evolving into the passenger car market. The oil crisis in the 1970s gave Mazda’s public perception a bit of a hit, because rotary-powered cars like the RX-3 and RX-4 were praised for their smooth performance, but the fuel inefficiency did them no favors.

Still, Mazda had promise, which led to the Ford partnership in 1979. From this ‘wedlock’ a series of moments came into play, like expansion throughout the USA and globally, and public hits like the 626 sedan in 1982. The 626 was Mazda’s first FWD car in the US, and soon Mazda would sell over a million cars in America. In 1989, the arrival of the Miata (MX-5) would revolutionize the sports car scene – both stateside and abroad.

Subaru’s US Entry

Subaru

Subaru arrived in the USA in 1968, just a few short years before Mazda. Imported by Malcolm Bricklin, Subaru’s American tenure started with the 360 minicar – a lightweight, two-cylinder kei car positioned as a budget-friendly alternative. Unsurprisingly, it wasn’t a runaway success due to poor safety and being labeled “unsafe” by Consumer Reports. The 360 nearly tanked Subaru’s operations in the US. Thankfully, a recovery plan was put into action, which began in the early 1970s with a range of AWD models. The 1975 Subaru 4WD wagon was the first four-wheel-drive (4WD) passenger car sold in the US.

Subaru’s boxer engines and all-wheel drive (AWD) would become signatures of the brand, with the Legacy in 1989 and Outback in 1994 putting the failures (360…) of the past to pasture. Another milestone was Subaru manufacturing its vehicles in the USA from 1989 onwards.

2025 Lineups: Mazda vs Subaru

Mazda’s Current Lineup In The USA

Mazda

Mazda’s portfolio in the USA comprises 11 models (12, if you count the MX-5 RF as a standalone model). The range consists of hatchbacks, sedans, a sports car, and a raft of crossovers and SUVs. The powertrains are a mix of gas, hybrid, and plug-in hybrid (PHEV) options, and the drivetrains comprise FWD, RWD, and AWD. The different Mazda ranges are priced from:

• Mazda3 Sedan: $24,150
• Mazda CX-30: $25,195
• Mazda3 Hatch: $25,550
• Mazda CX-5: $28,770
• Mazda MX-5 Miata: $29,530
• Mazda CX-50: $30,500
• Mazda CX-50 Hybrid: $33,970
• Mazda MX-5 Miata RF: $37,550
• Mazda CX-90: $38,045
• Mazda CX-70: $40,445
• Mazda CX-90 PHEV: $49,945
• Mazda CX-70 PHEV: $54,500

Subaru’s Current Lineup In The USA

Subaru

Subaru’s portfolio consists of nine models, all driven by the automaker’s Symmetrical AWD system. Like Mazda, it also has gas and hybrid powertrains, including an EV. Transmission options are both manual and automatic. The Subaru range in the USA is priced from:

• Subaru Impreza: $24,360
• Subaru Crosstrek: $26,560
• Subaru Legacy: $26,810
• Subaru Outback: $29,995
• Subaru Forester: $29,995
• Subaru BRZ: $33,210
• Subaru WRX: $37,750
• Subaru Solterra EV: $38,495
• Subaru Ascent: $39,995

Top-seller Comparison

Ian Wirght/CarBuzz/Valnet

In 2024, the CX-5 was Mazda’s best-selling vehicle in the USA. As per Best-selling Cars, the 424,382 units sold by the Japanese automaker were a sales record, with the CX-5 being the brand’s top-selling model. At 134,088 units, it was Mazda’s top-selling passenger car; however, it was 12.8% down on the almost 154,000 units sold in 2023.

Subaru had a strong year in the USA last year, selling a whopping 667,725 vehicles. The Crosstrek was the brand’s top-selling vehicle as 181,811 units found new owners. The automaker’s overall sales saw an improvement of 5.6% over 2023 (632,086 units sold), while Crosstrek sales increased by 14.2% (up from 2023’s 159,193 units).

As far as 2025 YTD (year to date) sales (January–July) are concerned, Good Car Bad Car lists the Subaru Crosstrek as the tenth best-selling vehicle in the USA with a sales figure of 107,962 units – up 13.86% from the 94,818 units over the same period in 2024. The CX-5 is 21st on the 2025 YTD list. Its 85,799 units are up by 3.82% versus the 82,644 units sold over the same period last year. YTD, Subaru and Mazda sold 375,810 and 255,355 units, respectively, occupying the fifth and sixth places among the best-selling automakers in the USA.

The CX-5 and Crosstrek are both compact crossovers, but their executions are completely different. The CX-5 is priced from $28,770 and is powered by a 2.5-liter gas engine – both naturally aspirated and turbocharged. Power ranges from 187 horsepower and 185 lb-feet of torque to 256 hp/310 lb-ft. The entire range is driven by a six-speed automatic transmission. The Crosstrek is pegged at $26,560 and gets its power courtesy of a 2.0L engine offering 152 hp/145 lb-ft and a 2.5L that’s good for 182 hp/178 lb-ft. Both engines are four-cylinder naturally aspirated units linked with one of two CVT (continuously variable transmission) options. The entire range is kitted with Subaru’s Symmetrical AWD system.

If you’re wondering about the Mazda AWD system vs Subaru, the latter still has the edge.

Recalls & Reliability Scores

Ian Wright / CarBuzz / Valnet

In the 2025 J.D. Power Vehicle Dependability Study (VDS), Mazda ranked third with 161 PP100 (problems per 100 vehicles), which shows how much Mazda has improved over the years. Subaru is lower down the list with 212 PP100, which is below the study average of 202 PP100. This opens the door to how the Subaru vs Mazda reliability game plays out.

The VDS data is only one part of the story. Mazda’s recent recall history affects the airbags on 2024–2025 Mazda 3 and CX-30 models, and the traction control light on the 2024–2025 MX-5. The CX-5, Mazda’s best-selling model, has zero recalls. The most recent recall on Subaru’s part is for the Forester, involving a wheel defect and child seat anchor bolts.

Mazda vs. Subaru: Maintenance Costs & Comparisons

Subaru

Maintenance is a big part of the ownership experience. In this regard, Mazda has one up over Subaru with its average annual repair costs coming in at $462 versus Subaru’s $617. This is attributed to Mazda’s simpler designs and mechanics, whereas Subaru is playing the game with its AWD systems and boxer engines.

Comparing the CX-5 and Crosstrek, a check engine light diagnosis costs around $122–$179, with fuel door release actuator replacements pegged at $82-$99. For the Crosstrek, an ABS diagnosis demands $120–$175 and wheel alignment $146–$215. For a more detailed breakdown, RepairPal offers a comprehensive report.

Mazda vs Subaru: Resale & Depreciation

Mazda 

When it comes to resale value and depreciation, Mazda retains its value slightly better than Subaru. According to CarEdge, Mazda vehicles depreciate by around 39.6%, retaining approximately 60.4% of their value. For Subaru, these figures are pegged at 41.1% and 58.9%, respectively. What impacts Mazda and Subaru is the purpose for which their vehicles are built. In Subaru’s case, its reputation for being a durable and tough product in harsh conditions contributes heavily to its ability to preserve its worth, while Mazda plays the style game at a competitive price without foregoing good build quality.

In A Nutshell: Strengths & Weaknesses

Subaru

In the Subaru vs Mazda battle, the latter finds its strengths in its refinement and perceived value. The brand’s ability to have a positive impact on public perception aids it in a big way, and it is all supported by its strong position in J.D. Power’s 2025 VDS scores. Subaru has the AWD edge, but its ability to take on, and conquer, various terrains the average person is likely to engage plays a massive part in its public reception.

Conclusion: Which To Choose?

So, is Mazda or Subaru better? At face value, Mazda emerges as the better choice for most American buyers in 2025. Backed by good reliability, competitive pricing, and engaging driving traits, it’s easy to see why. The J.D. Power scores and lower maintenance costs make this the better choice for consumers who want to invest in a brand that has most grounds covered. However, Subaru is flipping the script because it is outselling Mazda, and the Crosstrek’s multifaceted nature makes it a solid choice for consumers who want a do-it-all vehicle. Add the fact that AWD is standard – and it is one of the best in the industry – and the Crosstrek making it attainable at such a competitive price point, then it’s hard to ignore the perceived value you’re buying into.

Still, neither brand is universally superior to the other and consumers will not be hard-pressed to choose one over the other. It literally comes down to your lifestyle needs.

Sources: Mazda, Subaru, Good Car Bad Car, Best-Selling Cars, J.D. Power, NHTSA, RepairPal, CarEdge,