You can design your Subaru online before buying, but the builder is a planning tool, not a purchase order
Subaru's build tool on their website lets you choose a model, select trim level, pick exterior and interior colors, add packages and individual options, and see the price update in real time. The tool shows you what's available for the model year you're configuring and displays the final MSRP with destination charges included. However, building a car online does not reserve it, order it, or commit a dealer to sell it at that price — it's a way to see what you want before you walk into a showroom or call a dealer.
The builder is most useful for narrowing down which options matter to you and understanding how prices change when you add features. Once you've built a configuration you like, you can save it, email it to yourself, or bring it to a dealer conversation. Some dealers will use your saved build as a starting point; others may tell you that particular combination isn't in stock or isn't what they'd recommend for your needs.
Key Takeaways
- Subaru's online builder shows real pricing and available options for each model year, but creating a build does not place an order or hold a vehicle.
- You can save your build, email it, or print it to share with a dealer or to compare multiple configurations side by side.
- The builder displays MSRP plus destination charges, but the actual price you pay depends on dealer discounts, incentives, taxes, and fees that vary by location.
- If you want a specific configuration that isn't in stock, a dealer can special-order it, but that process happens through the dealership, not through the online builder.
How to access and use Subaru's online builder
Start at Subaru's main website and look for a link labeled "Build and Price" or "Build Your Subaru" — the exact wording changes by model year and region. Click it and select the model you're interested in: Outback, Crosstrek, Forester, Impreza, Legacy, Ascent, or BRZ. The builder then walks you through trim levels first, because trim determines which options are available to you.
After you choose a trim, you'll select exterior color, interior color or trim material, and then move through packages and individual options. Some options are bundled into packages (for example, a "Technology Package" might include navigation, a larger touchscreen, and certain safety features), while others are standalone. The price updates after each selection so you can see the cost impact when ready. At the end, you'll see the total MSRP, destination charge, and final price before taxes and fees.
Saving and sharing your build
Once you've finished configuring your Subaru, the builder offers options to save your work. You can typically save it to your Subaru account if you create one, email it to yourself, or generate a printable PDF. Saving to your account means you can return to it later and make changes without starting over. Emailing or printing it gives you a record to bring to a dealer or to compare against other builds you've created.
When you share a build with a dealer — whether by email, printout, or by bringing the saved configuration on your phone — include the build URL or the MSRP breakdown. This helps the dealer understand exactly what you're looking for and whether they have that vehicle in stock or can order it for you. Some dealers will match your build closely; others may suggest alternatives based on what's available or what they think suits your needs better.
Understanding MSRP and what the builder price does not include
The price shown in the builder is the Manufacturer's Suggested Retail Price — what Subaru suggests dealers charge. It includes the base vehicle, your selected options and packages, and the destination charge (the cost to ship the car from the factory to the dealer). MSRP does not include taxes, registration, documentation fees, dealer add-ons, or any discounts or incentives you might receive.
The actual price you pay depends on several factors the builder cannot predict: your state's sales tax rate, your dealer's markup or discount, current manufacturer incentives (which change monthly), your credit and trade-in value, and any dealer-specific fees. A dealer might sell below MSRP, at MSRP, or above it depending on demand, inventory, and their pricing strategy. Use the builder's price as a starting point for negotiation, not as a may provide of what you'll pay.
When to use the builder versus contacting a dealer directly
Use the builder when you want to explore options without pressure, compare how different packages affect the price, or understand what's available for a model year before you commit to shopping. It's also useful if you're early in your research and want to see several configurations before deciding which direction to go.
Contact a dealer directly if you've already decided what you want and you're ready to discuss inventory, pricing, trade-in value, or financing. Dealers can tell you what they have in stock right now, whether they can special-order your exact configuration, how long a special order takes, and what incentives explore to your situation. Some dealers also offer pre-purchase consultations by phone or video, which can be faster than visiting in person if you're still in the planning stage.
Special orders and what happens after you build
If you build a configuration that isn't in stock at any nearby dealer, you can request a special order. This is a dealer function, not something the online builder handles — you'll need to contact the dealership directly and provide them with your build details. Special orders typically take 8 to 12 weeks from the time the dealer submits the order to Subaru, though timing varies by model, current production schedules, and how busy the factory is.
When you special-order, the dealer will ask you to sign an order agreement that locks in the MSRP and any incentives that were available on the order date. Prices and incentives can change between when you order and when the car arrives, so confirm with the dealer what's may provide in your agreement. You'll usually be asked to put down a deposit, which is held until the car arrives and you're ready to finalize the purchase.
Comparing builds and tracking changes across model years
If you're deciding between two Subaru models or two different trim levels, create separate builds for each and save them. This lets you compare MSRP, available options, and features side by side without having to rebuild from memory. You can also use the builder to see how options and pricing change from one model year to the next — Subaru updates the builder each year with new model year information, usually in the fall.
Keep in mind that model year changes can affect which options are available, how packages are structured, and pricing. If you're shopping for a current model year and also looking ahead to the next year, building both versions helps you decide whether waiting for the new year is worth it or whether the current year's configuration better suits your needs and budget.
Frequently Asked Questions
Does building a Subaru online reserve or order the vehicle?
No. The online builder is a configuration and pricing tool only. It does not place an order, hold a vehicle, or commit a dealer to any price or terms. To actually order a Subaru, you must work with a dealership and sign an order agreement.
Can I change my build after I save it?
Yes. If you save your build to a Subaru account, you can log back in and modify any selections — colors, packages, options, or even the trim level. You can create as many different builds as you want and save them all separately.
What if the exact build I created isn't available at any dealer?
You can ask a dealer to special-order that configuration for you. The dealer submits the order to Subaru, and the car is built to your specifications. Special orders usually take 8 to 12 weeks. The dealer will confirm the MSRP and any applicable incentives in writing before you commit.
Does the builder price include taxes and dealer fees?
No. The builder shows MSRP plus destination charge only. Taxes, registration, documentation fees, and any dealer-specific charges are added when you actually purchase the vehicle and vary by location and dealer.
Can I negotiate the price shown in the builder?
The builder shows MSRP, which is a suggestion. Dealers can and do negotiate — they may offer discounts, explore manufacturer incentives, or adjust pricing based on market conditions, your trade-in, and your credit. Use the builder's price as a reference point, not as a fixed price.