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The Subaru Ascent Decline, The Remodel Better Be Good

Why have sales of the 2024 Subaru Ascent dropped again? With another drop in April, I'll explore why customers are avoiding the 3-row SUV. And when is the new next-generation Ascent coming?

April's performance of the Subaru Ascent midsize 3-row SUV was dismal again. The family hauler has declined for ten consecutive months, and Subaru of America (SOA) should be worried. I would say the Ascent won't turn around until it gets significant upgrades.

The Ascent is now in its sixth year of its life cycle, and it's due for a complete remodel. Unless Subaru throws a curve ball, the 2025 Ascent should get a redesign from the ground up. Subaru has been silent as usual on the upcoming Ascent changes. 

2024 Subaru Ascent rear

Before I discuss what the Ascent redesign needs, let's examine the 3-row midsize SUV's current state. Then, we'll examine what's coming for families in the next-generation Ascent. 

It's Not Looking Good

Subaru of America reports the 2024 Ascent decreased in sales by 16.6 percent in April compared with April 2023. 

4,975 models were delivered to customers in April, compared with 5,965 in April 2023. In the first four months of 2024, 17,658 Ascent models were delivered to customers, down 14.9 percent.

The Ascent midsize SUV remains the fourth best-selling model in SOA's lineup.

The Ascent Is Far From The Top

  • Subaru Forester - 17,850 (+85%)
  • Subaru Outback - 13,131 (-14%)
  • Subaru Crosstrek - 12,127 (+17.6%)
  • Subaru Ascent - 4,975 (-16.6 %)

As you can see, Ascent is far from being one of the top Subaru of America sellers. Ascent has less than a third of the sales of the Forester compact SUV. 

What's Next For The Ascent?

As I said in a previous report, Automotive News (by subscription) says, "The Subaru Ascent is expected to be redesigned in the second half of 2024." So, I would say Subaru of America should announce the next-generation 2025 Ascent sometime this summer. 

As I've said, the Ascent needs two new trim levels to get customers excited again. 

Subaru Corporation has announced it 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. 

The Ascent Needs A Hybrid Trim Level

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 would be the soonest it would be available. It's important to note that Subaru of America has not confirmed that it will offer an Ascent Hybrid. 

I speculate SOA will because hybrids are now top sellers in other automakers' lineups and sell better than some gas models. Subaru will tap into Toyota's vast hybrid model experience for its new models. When the Forester launches its Hybrid trim, we'll know more about the new technology Subaru will use. 

Watch the 2024 Subaru Ascent Onyx Limited Review and Off-Road Test

A New Ascent Wilderness? 

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. 

I think 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.

LET US KNOW WHAT YOU WANT

Would you buy a new, more fuel-efficient next-generation Ascent Hybrid? Would you like to see a rugged Ascent Wilderness? If so, click the red Add New Comment link below and let us know.

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

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 SubaruReportAll Subaru, WRXSTI, @DenisFlierlFacebook, and Instagram.

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

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Photo credit: Tucson Subaru

Comments

HW (not verified)    May 6, 2024 - 12:04PM

Second row bench seat is terrible for 3 passengers, because outboard passengers have no lower back support near the doors and the side bolster digs into your back. Forester and Outback have much better 2nd seating for 3. Reliability has been so-so.

Ryan (not verified)    May 6, 2024 - 2:05PM

"Would you like to see a rugged Ascent Wilderness?"

YES! I would love to see an Ascent Wilderness - and add crawl control to it while your at it!

Deanna (not verified)    May 7, 2024 - 11:57AM

I am a 2022 ascent owner and have brought up a few issues I have with my ascent.

Eye sight issues - even in a light rain, my adaptable cruise control and other safety features are rendered useless because the eye sight can't see.

This is a major issue I have as I have owned other vehicles that do not loose the safety equipment from a light rain and my cruise control worked.

The tail gate sensitivity - other issue... I had 3 times where my tailgate would not close and I could not reset it. After my third complaint, subaru did fix this.

I love my third row seating and looked a several different models before choosing the ascent.

If this eye sight issue could be fixed , I would be extremely happy!

It appears they had a correction on the new models, but they need to offer a fix on the older models as well. Your paying for options that should work and not be defective...

Dina Kocher (not verified)    May 7, 2024 - 12:21PM

I would like to see the new ascent have a more luxurious softer ride. Better shocks better height for tall people. An off-road addition would be nice, better fuel economy. Even with the turbo the ascent doesn't accelerate well. I would like a little bit more sporty feature.

D, Talbert (not verified)    May 7, 2024 - 1:54PM

What Subaru needs is to update EPA estimates to more accurately depict actual MPG and/or make customers aware that the EPA estimate on the Ascent is way off. Would just love for my 2023 Ascent Onyx to get somewhere, anywhere close to the EPA estimated mileage on the sticker! (MY Avg. city 10-12 MPG, Avg. highway 17.8, Avg. overall about15 MPG)

Dan (not verified)    May 7, 2024 - 9:03PM

In reply to by D, Talbert (not verified)

What did you get on your test drive? We got 26 on ours and still do, pretty easy to match epa estimates. Drive another Ascent from the dealer to compare: if it’s better than yours then have them fix yours; if it’s the same as yours then it’s your driving style. Check fuelly.com to see what others are getting, you’re definitely lower than everyone else.

Bill Cooper (not verified)    May 8, 2024 - 7:52AM

Love my 2020 Ascent.
New 2024 tried out but do not like 1) the AVH must be turned on each time of start. 2) side mirrors blink yellow with blinker, which used to indicate a vehicle in blind spot, 3) dash is almost entirely digital, so when it or electric fail, so does your map, radio, AC, etc. Also, larger wheels mean more expensive tires while not adding much to MPG...

Derp (not verified)    May 8, 2024 - 11:05AM

I have a month old 2024 ascent onxy... its a slow car.. poor throttle response when you want power quickly. Beyond the joke that is 19mpg, it's also uncomfortable. There is nowhere to rest my elbows on long drives and the seats are too stiff and Subaru can scream it all they want but startex is NOT breathable.. it is swampass inducing and I am in Maine! The drivers seat is too far towards the center of the car.. its designed for 450 pound heifers because there is a huge gap on the left side of me to the door arm rest.. they should have made the center console thicc-er instead.
Also that infotainment system is garbage now.. slow, too dim, low resolution backup cam and vertical is inefficient for android auto.
A 360 camera for parking should be standard on such a large car.
In the 3rd row we found out after purchase that car seat boosters block the seat belt buckles.
It was supposed to be my wife's daily driver for hauling kids but she keeps taking my new Subaru Solterra Limited instead because it is more comfortable, more fun to drive, and better technology all around... wish I had done the 12k mile lease instead of the 10k since she is using all my miles.

Dana Lee (not verified)    May 8, 2024 - 4:07PM

Our 2023 Ascent needed new brake pads & rotors at 20k miles. Looked online and it's a big problem. Car is too heavy for the crappy brake system and Subaru will not be transparent about the issue. Should be recalled.

Larry (not verified)    May 9, 2024 - 8:19AM

I have a 2021 Ascent , l hate the fact it slams on the brakes when the eyesight system picks up break lights 500-1000' away and when cars are in driveways. Dealer says nothing wrong. I try to use cruse control but afraid to.

Ryan (not verified)    May 10, 2024 - 2:23PM

I purchased four new Ascents, because they hold their value well and it's easy to upgrade each year. Every single one needed new pads and rotors by 20k miles, an issue we have not had on many other trucks and SUVs, and dealers were less than helpful despite buying 9 new Subarus from them. The factory tires also dry rotted within 2 years and 23k miles on our current 2022. No factory remedy. There has been shudder from the CVT at low accelerations...and the truck will actually decelerate as you are applying more input. NVH is annoying at high speeds, I get dizzy. The factory tow package is always on backorder so each time we upgrade Ascents we have to drive hours to find one at a hole in the wall dealer. Now the positives: it is huge, safe, and has both a great starting price and resale value. We have four kids and this thing gets it done. Trips to Moab or Florida from Indiana have been easy other than the NVH drone and the aforementioned issues. The fit and finish of the limited trim is very nice!!! I'm not a fan of the startech vinyl fabric and the light tan cloth in our premium was impossible to keep clean. Dollar for dollar the limited without the sunroof seemed to offer us the best value.

I am not trading anymore due to interest rate jokes, but if they offered 2.9 I'd trade again. Also, the MSRP is up 25% to pre-covid (roughly). I would like a hybrid version but I want to maintain a FULL size spare. No donut, no inflation kit, this is a family hauler not a model 3 Tesla.

Raye M Lahti (not verified)    May 10, 2024 - 9:14PM

I would like foremost the outback hybrid in touring or limited.
An Ascent minus 3rd row seat and more cargo would be great.

mckillio (not verified)    August 15, 2024 - 4:33PM

Not sure why you thought a new Ascent was coming out this year when the Forester was getting a new gen. Subaru rarely does two new vehicles in a year, the most obvious exception being the Forester and Ascent in 2018.

The Ascent certainly needs a power boost and I think they should accomplish that by giving the current engine a hybrid and running on the Miller cycle.