What Subaru's Build and Price tool does
Subaru's Build and Price tool is an online calculator on Subaru's website where you select a model, trim level, color, and options, then see the manufacturer's suggested retail price (MSRP) update in real time. You do not buy anything through it — it shows you what Subaru recommends dealers charge, before any negotiation, incentives, or local taxes happen.
The tool lives at subaru.com under the "Build and Price" link. You start by picking which model interests you (Outback, Crosstrek, Forester, and so on), then walk through choices about transmission, drivetrain, and add-ons. The price displayed is what that exact configuration would cost at MSRP before you walk into a dealership.
Key Takeaways
- Subaru's Build and Price shows the manufacturer's suggested retail price for a specific car configuration, not what you will actually pay after dealer negotiation or incentives.
- You can save or print your configured vehicle and bring it to a dealership to use as a starting point for negotiation.
- The tool does not account for destination charges, taxes, dealer fees, or regional price variations, which can add hundreds to thousands of dollars.
- Current incentives and rebates are not automatically included in the price shown, so you need to check Subaru's incentive page separately.
- The final price you pay depends on your credit, trade-in value, local market conditions, and how much the dealer is willing to negotiate.
How to start building your Subaru
Go to subaru.com and look for the "Build and Price" button, usually near the top of the page or under the "Shop" section. Click it and you will see a list of current Subaru models. Select the one you want to explore — for example, Outback or Crosstrek.
Once you pick a model, the tool shows you available trim levels, which are the different equipment packages Subaru offers for that model. Base trims cost less but have fewer features; higher trims add things like leather seats, sunroofs, or advanced safety technology. Select the trim that interests you, and the price will update.
Next, you choose exterior color, interior color, and drivetrain (front-wheel drive or all-wheel drive, depending on the model). Each choice may change the price slightly. The tool shows you the updated MSRP after each selection.
Adding options and seeing the real cost
After you lock in the basic configuration, the tool shows you available add-on packages and individual options. These might include all-weather floor mats, roof rails, upgraded audio systems, or safety packages. You can select any combination of these, and the price updates each time.
Keep in mind that the price shown is MSRP only. It does not include the destination charge (the cost to ship the car from the factory to the dealer), which Subaru sets at a fixed amount per model. It also does not include dealer documentation fees, registration, taxes, or any dealer-specific charges, which vary by location and dealership.
If you are financing, the monthly payment depends on the final price after negotiation, your down payment, your interest rate, and the loan term. The Build and Price tool does not calculate monthly payments — you would need to use a separate loan calculator for that.
Saving your configuration and using it at a dealership
Once you have built a car you like, Subaru's tool lets you save it or print it. You can email the configuration to yourself or take a screenshot. This saved version is useful to bring to a dealership because it gives the sales staff a clear picture of exactly what you want.
The configuration is not a binding order or a price quote. It is a reference point. When you show it to a dealer, they can tell you whether that exact car is in stock, how long it would take to order one, and what they are willing to negotiate from the MSRP shown. Dealers often have some flexibility on price, especially if you are trading in a vehicle or financing through them.
Some dealers also have their own inventory search tools on their websites. You can compare what the Build and Price tool shows against what is actually available nearby, which sometimes saves a trip.
Understanding what the price does and does not include
The MSRP shown by Build and Price is the starting point for negotiation. It includes the vehicle itself and any options you selected, but it excludes several costs that will be added later:
- Destination charge: Subaru sets this per model; it is not negotiable and typically ranges from $1,000 to $1,200.
- Dealer documentation and processing fees: These vary by dealership and state, sometimes $200 to $500 or more.
- Sales tax: Calculated on the final negotiated price and varies by state and county.
- Registration and title fees: Set by your state and depend on the vehicle's value and weight.
- Dealer add-ons: Some dealers offer extended warranties, paint protection, or other services you can decline or negotiate.
The actual price you pay will be higher than the MSRP shown in Build and Price. How much higher depends on where you buy, how much you negotiate, and what your state and local fees are.
Checking current incentives and rebates
Subaru frequently offers incentives like rebates, low-interest financing, or lease deals. These are not built into the Build and Price tool — you have to check them separately on Subaru's incentives page or ask a dealer what is current.
Incentives change monthly and sometimes vary by region or model. A $2,000 rebate, for example, would reduce the final price you negotiate, not the MSRP shown in the tool. If you are financing, a low-interest offer might save you more money over the life of the loan than a cash rebate would.
Before you visit a dealership, spend a few minutes on Subaru's website checking what incentives are running. This information helps you understand what the dealer might be able to offer and what your real out-of-pocket cost could be.
Frequently Asked Questions
Does the price in Build and Price include destination and dealer fees?
No. The price shown is MSRP only. Destination charges, dealer documentation fees, taxes, and registration are added on top. The destination charge is set by Subaru and is the same everywhere, but dealer fees and taxes vary by location.
Can I order a car directly through Build and Price?
No. Build and Price is an information tool only. Once you have configured a car you like, you save or print it and take it to a Subaru dealership to discuss ordering or finding an in-stock vehicle. The dealership handles the actual order and sale.
Will the dealer honor the MSRP shown in Build and Price?
The MSRP is a starting point, but dealers can negotiate above or below it depending on demand, inventory, and your situation. Some dealers offer discounts; others may charge above MSRP if the model is in high demand. Bring your Build and Price printout and be ready to negotiate.
Does Build and Price show me what my monthly payment will be?
No. The tool shows the MSRP only. Your actual monthly payment depends on the final negotiated price, your down payment, your interest rate, and the loan term. You can use a separate auto loan calculator to estimate payments based on the MSRP as a starting point.
What if I want to compare Subaru to other brands?
Build and Price only shows Subaru models. To compare prices across brands, you would need to use each manufacturer's build tool or visit third-party sites like Edmunds or Kelley Blue Book, which let you configure multiple brands side by side.