What "Build a Subaru" means and where to start
Building a Subaru means using Subaru's online configurator tool to design a vehicle with the specific trim level, color, features, and options you want, then either ordering it from a dealer or using the configuration to shop for existing inventory. You are not physically building the car — you are specifying which version of a model you want Subaru to manufacture or helping you identify the exact vehicle that matches your needs.
The process starts on Subaru's official website, where you select a model (Outback, Crosstrek, Forester, Impreza, Legacy, or BRZ), then step through choices about trim, exterior color, interior color, and optional packages. The tool shows you the price at each step and generates a summary you can print, email to a dealer, or use to search dealer inventory for similar vehicles already in stock.
Most people use the builder for one of two reasons: to understand what a fully configured vehicle costs before talking to a dealer, or to create a specification that a dealer can order directly from Subaru's factory. A smaller number use it straightforward to explore what options exist on a model they are considering.
Key Takeaways
- Subaru's online builder lets you choose trim, color, and optional packages, then shows you the final price before you contact a dealer.
- You can print or email your configuration to a dealer, who can either order that exact vehicle from the factory or search their inventory for something close.
- Factory orders typically take 8 to 12 weeks from the time a dealer submits them, depending on the model and current production schedules.
- Dealer inventory vehicles are available when ready but may not match your exact color or option choices.
- The builder shows base prices, but dealer fees, taxes, and destination charges are added later when you actually purchase.
How to use Subaru's online builder step by step
Go to Subaru's main website and look for a link labeled "Build and Price" or "Build Your Subaru" — the exact wording changes, but it is always visible on the homepage. Click it, and you will be asked to choose which model you want to configure. Select your model and click next.
The builder then walks you through trim selection. Each trim level (base, Premium, Limited, Touring, or STI, depending on the model) comes with a set of standard features and a base price. Read the trim comparison to understand what each level includes — for example, a Limited trim might add leather seats and a sunroof compared to Premium, and the price difference will be shown. Choose the trim that matches your budget and desired features.
Next, you select exterior color. The tool shows you a photo of the vehicle in each available color so you can see how it looks. Some colors cost extra (called a "paint charge"), and the price will update when you select them. After exterior color, you choose interior color — usually a choice between two or three options like black, tan, or gray.
Finally, you review optional packages and individual options. Subaru groups many options into packages (for example, an "All-Weather Package" might bundle all-season floor mats, a cargo cover, and a roof rack). You can usually add packages or skip them. At the end, the tool shows your total price, a summary of what you selected, and options to print, email, or save your configuration.
The difference between ordering a factory vehicle and buying from dealer inventory
When you show your configuration to a dealer, they have two paths: order it from the factory or search their existing inventory for a vehicle that matches or comes close. A factory order means Subaru builds your exact vehicle to your specifications, which takes 8 to 12 weeks depending on the model and current production demand. You pay a deposit (usually $500 to $1,000) to lock in the order, and the dealer handles all paperwork with Subaru.
Dealer inventory vehicles are already built and sitting on the lot or coming from another dealer's lot. They are available when ready, but the exact color, trim, or options may not match what you configured. Many dealers will search their network for a vehicle close to your specification and have it transferred to their lot within a few days. This is faster than a factory order but gives you less control over the final details.
Factory orders make sense if you want a specific color or option combination that is not currently in stock anywhere nearby, or if you want to lock in a price before dealer negotiations. Dealer inventory makes sense if you want to drive home the same week and are willing to accept a close match instead of your exact configuration.
What happens after you submit your configuration to a dealer
When you bring your printed or emailed configuration to a dealer, a sales representative will review it with you and confirm that you want to proceed with either a factory order or an inventory search. If you choose a factory order, the dealer will create an order form, collect your deposit, and submit it to Subaru. You will receive an order confirmation with a tracking number, and the dealer will contact you when the vehicle arrives at their lot — usually 8 to 12 weeks later.
If you choose to search inventory, the dealer will input your specifications into their system and search their own lot plus their network of affiliated dealers. They will call you when they find a match or something close, show you photos and details, and ask if you want to move forward. Once you agree, they will arrange to have the vehicle transferred if it is not already on their lot.
In either case, the dealer will then discuss financing, trade-in value if you have a vehicle to trade, and any additional dealer-specific fees or services. The price shown in the builder is the manufacturer's suggested retail price (MSRP) and does not include destination charges (usually $1,000 to $1,200), dealer fees, taxes, or title and registration costs. These are added during the final negotiation and paperwork stage.
Understanding trim levels and what each one includes
Subaru's trim levels vary by model, but most models follow a pattern: base trim, Premium, Limited, and Touring, with some models adding an STI performance variant. The base trim includes essential features like air conditioning, power windows and locks, and a standard infotainment system. Each step up adds comfort and convenience features like leather upholstery, heated seats, a larger touchscreen, or all-wheel drive (on some models).
The builder shows you a detailed comparison of what each trim includes, so you can see exactly what you gain by moving from one level to the next. For example, moving from Premium to Limited might add a sunroof, leather seats, and a power driver's seat, with a price increase of $2,000 to $3,000. Whether that is worth it depends on your priorities and budget.
Do not assume that a higher trim is always better — some people prefer a base or Premium trim with a few individual options added, rather than paying for a higher trim that includes features they do not want. The builder lets you see the price impact of each choice, so you can make that decision before you talk to a dealer.
Optional packages and add-ons explained
Subaru groups many optional features into packages to simplify the ordering process. A typical package might be called "Technology Package" and include a larger touchscreen, navigation, and smartphone integration. Another might be "Safety Package" with adaptive cruise control and lane-keeping information. The builder shows each available package, what it includes, and its price.
You can usually add or skip packages independently. Some options are only available as part of a package, while others can be added individually. For example, you might want heated seats but not the full Premium Package, so you would add heated seats as a standalone option instead. The builder will show you which options are available as standalone and which require a package.
Paint charges are a common add-on. Most Subaru colors are included in the base price, but premium metallic or pearl colors cost extra — typically $300 to $500. The builder updates your price automatically when you select a premium color, so you will see the impact before you commit.
Frequently Asked Questions
Can I change my configuration after I submit a factory order?
Changes are possible but depend on how far along production is. Once the vehicle enters the factory production line, changes become difficult or impossible. Contact your dealer when ready if you want to modify your order — they can check with Subaru to see if a change is still possible. If production has already started, you may need to cancel and place a new order.
What if the color or options I want are not available?
Some colors and options are discontinued or unavailable during certain production periods. The builder only shows what is currently available for order. If something you want is not listed, ask your dealer whether it might become available later or whether a similar option exists. Dealer inventory may have older model-year vehicles with options no longer offered on new models.
Do I have to buy from the dealer I show my configuration to?
No. Your configuration is just information — it does not lock you into any dealer. You can show it to multiple dealers, compare their offers, and choose where to purchase. However, if you place a factory order with one dealer, that order is tied to that dealer, and you cannot transfer it to another dealer.
How much will my actual price be after taxes and fees?
The builder shows MSRP only. Your final price will include destination charges (usually $1,000 to $1,200), dealer fees (which vary by dealer), taxes based on your state and county, and title and registration costs. Ask your dealer for a full price breakdown before you commit to a purchase.
Can I build a Subaru on a mobile phone?
Yes, Subaru's builder works on phones and tablets, though the desktop version is easier to use because you can see more options at once. The functionality is the same — you will still be able to select trim, color, and options and generate a configuration to share with a dealer.