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How Far Can The Subaru Ascent Fall? It’s Upside Down 9 Months And Counting

Sales of the 2024 Subaru Ascent have dropped again. The midsize 3-row SUV's March performance was dismal. How far can the Ascent family hauler fall?
2024 Subaru Ascent

It's now nine consecutive months and counting. That's how long the Subaru Ascent family hauler had dropped in sales. How far can the Ascent 3-Row SUV fall? It could get worse before it gets better.

The 2024 Subaru Ascent is due for a remodel, but it could be another year before the all-new family hauler arrives. The next-generation Outback midsize SUV remodel is delayed one more year, and it looks like the same for the Ascent.

Where is the new Ascent? 

Subaru used to give their SUVs a redesign after five years, but it's now been pushed out to six years for its top models. The next-generation Forester compact SUV also had a six-year life cycle.  

Automotive News (by subscription) says, "The Subaru Ascent is expected to be redesigned in the second half of 2024." As I've said, the Ascent needs more than it offers families now. 

Before I discuss what Ascent needs, here's the model's March sales performance. Then, we'll look at what's coming for the next-generation 2025 Ascent. 

Subaru of America reports the 2024 Ascent decreased in sales by 10.7 percent last month compared with March 2023. 

The Ascent midsize SUV is the fourth best-selling model in SOA's lineup. In March, 5,174 models were delivered to customers, compared with 5,794 in March 2023. In the first three months of 2024, 12,683 Ascent models were delivered to customers.

The downward spiral continues for the Ascent.

The 3-Row SUV recorded its ninth consecutive month of sales decline. In the first three months of 2024, the Ascent is down 14.2 percent.

How does the Ascent compare with Subaru's top three SUVs?

  1. Subaru Forester - 21,045 (+105%)
  2. Subaru Crosstrek - 14,527 (+3.5%)
  3. Subaru Outback - 13,501 (+1.9%)
  4. Subaru Ascent - 5,174 (-10.7 %)

As you can see, Forester, Crosstrek, and Outback are up for March. The Ascent is down significantly again. 

There Is Positive Ascent News

It's not all bad news for the 3-Row SUV. As I reported earlier, this year, the 2024 Ascent 3-Row SUV is Subaru's only Insurance Institute for Highway Safety (IIHS) Top Safety Pick+ winner. Ascent is now Subaru's top-performing safety model. 

So, the Ascent is Subaru's safest model after the IIHS instituted more strict testing. The 2024 Subaru Outback, 2024 Subaru Impreza, and 2024 Subaru Solterra are the lower-tier Top Safety Pick winners. 

So where does the Ascent go from here?

The Ascent needs more than it's offering families now. 

We know that Subaru Corporation and Subaru of America will bring new electrified models to U.S. customers in the next three years. The 2025 Forester hybrid will be the first (coming in the spring of 2025), and a next-generation Outback Hybrid is sure to follow. 

Subaru will likely wait a year after its remodel next year to introduce an Ascent Hybrid. So, if Subaru offers one in North America, a 2026 Ascent Hybrid is likely. It's important to note that Subaru of America has not confirmed that it will offer an Ascent Hybrid.  

One More Trim Level Is Needed

Another possible new trim level to join the Ascent family, not confirmed by SOA, would be a new rugged Ascent Wilderness Edition. Ascent Wilderness would join the Forester, Outback, and Crosstrek Wilderness outdoor-themed family of models. 

There are more active families out there that Subaru of America can target with the Ascent Wilderness. The Wilderness family has been an enormous success, and Subaru should capitalize on Ascent's off-road prowess.

We've Talked About This Before 

If we want to get even more speculative, how about Subaru of America offering an ASCENT-BAJA midsize pickup trim level? Now, that would wake up the 3-Row family hauler sales. Or how about an Ascent Wilderness pickup? That's a pipe dream that won't ever happen, but it's fun to think about.

Thanks for reading, everyone. I hope you enjoyed this Subaru Ascent report. See you tomorrow for my latest Subaru Report.

YOUR TURN

Would you buy an Ascent Hybrid or Ascent Wilderness? Let us know in the comments below. 

MORE SUBARU ASCENT NEWS

  • How much cargo and luggage space does the 2024 Ascent have? An updated study compares the Ascent with other 3-Row SUVs. Check out the best models here.
  • What are the best SUVs for seniors? Kelley Blue ranks all new models and says the 2024 Subaru Ascent is among the best new models, and the Subaru Forester is the best used SUV. Find out all the models here.

I am Denis Flierl, a top Torque News and Subaru reporter since 2012. I’ve invested over 30 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my The Dirty Subaru website, Dirty Subaru blog, X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time. 

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Photo credit: Tucson Subaru

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