The Subaru Ascent Family Hauler’s Fall From Favor

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The 2024 Subaru Ascent is getting a failing grade. Check out the midsize 3-Row SUV's performance in February. And see what's next for the Ascent family hauler.

The 2024 Subaru Ascent is due for a remodel, and it can't come fast enough. I cover the 3-Row SUV every month, and it's a downhill slide. Subaru of America reports the 2024 Ascent decreased in sales by 13.9 percent last month compared with February 2023.

The alarming trend continues for the Ascent.

The 3-Row SUV recorded its eighth consecutive month of sales decline. Eight months of sales decline is a significant trend that signals something is wrong. The Ascent was the only model in Subaru of America's lineup to finish down in sales volume in 2023. In the first two months of 2024, the Ascent is down 16.5 percent.

photo credit: Tucson Subaru

Despite the downturn, the Ascent midsize SUV is the fourth best-selling model in SOA's lineup, with 3,791 models delivered to customers last month compared with 4,406 in February 2023. The Ascent has 7,509 models delivered to customers in the first two months of 2024.

Here are the numbers for February and how the Ascent compares with Subaru's top SUVs.

  1. Subaru Forester - 14,883 (+48.4%)
  2. Subaru Crosstrek - 11,325 (-15.3%)
  3. Subaru Outback - 10,412 (+14.3%)
  4. Subaru Ascent - 3,791 (-13.9 %)

As you can see, it's not even close with the top three for the Ascent. The 2024 Outback and Forester are the only models showing positive sales performance in the first two months. 

photo credit: Tucson Subaru

So, what is wrong with the Ascent? 

It's puzzling because the Ascent shares the same family traits with Forester, Crosstrek, and Outback. 

The Ascent is also designed for families with active lifestyles. The family hauler comes standard with Subaru's Symmetrical all-wheel-drive, 8.7 inches of ground clearance, and X-Mode and dual-function X-Mode for improved off-pavement, mud, sand, snow, and dirt road capability. 

What's next for the 2025 Subaru Ascent?

According to a new report from Automotive News (by subscription), the Subaru Ascent is expected to be redesigned in the second half of 2024. As I have said in previous stories on the 3-Row SUV, the Ascent needs something to excite customers. 

MY TAKE

If I were put in charge of the next-generation Ascent redesign, I would offer two new trim levels.

  • A new outdoor-themed Ascent Wilderness Edition
  • A new Ascent Hybrid trim level.

Those two trim levels would make the most significant difference in the next-generation Ascent family hauler.

Subaru Corporation is ramping up new hybrid models, like the Forester Hybrid that Subaru has confirmed. The Ascent will get new hybrid technology, but the question is when. 

What sets the Ascent apart from other 3-Row SUVs?

In a surprising new development, Ascent is now the only Subaru model to achieve the highest Top Safety Pick+ crash score from the IIHS. You can read my full report here for more information.

Among midsize SUVs in the new side crash test conducted by the Insurance Institute for Highway Safety (IIHS), the Ascent was one of the models earning the highest "Good" rating.

Should customers wait for the next-generation Ascent?

The 2024 Subaru Ascent is an excellent 3-row midsize SUV for active families with the best crash scores now. Customers who wait will find the 2025 Ascent gets significant technology and new safety upgrades. In my opinion, it will be worth the wait. 

This is the latest information regarding the new Subaru Ascent. I'll keep you updated with any new information.

Until then, visit torquenews.com/subaru regularly and bookmark the page for my latest updates.

Your Turn

What about you? Will you wait for the remodeled 2025 Ascent, or are you shopping for other car brands 3-Row SUVs? Let us know in the comments below.

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

For additional articles related to new Subaru models, here are a few of my top stories you may enjoy. 

My Must-Read Top Picks

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

I am Denis Flierl, a 12-year Torque News senior writer with 20+ years of Subaru and automotive journalism experience. I enjoy bringing you, the Subaru fans and customers, the most up-to-date Subaru news, reviews, and new model information. You'll find the latest Subaru stories on the Subaru page. Follow me on my The Dirty Subaru website, Dirty Subaru blog, SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time - It’s called the “Subaru Report.” Check back daily for my expert Subaru analysis!

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photo credit: main image Tucson Subaru

Submitted by Rod Jorgensen (not verified) on March 6, 2024 - 8:31AM

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Subaru has been crossed off our shopping list for two specific reasons. First, they're too late reacting to the demand for hybrid power in a three row SUV. Secondly, I can't imagine what designer thinks light colored interior accents are a good idea in a vehicle designed for active families. That was an immediate removal iof the Ascent in our seach.

Submitted by Dave R (not verified) on March 6, 2024 - 9:36AM

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How about a cvt transmission that does not blow up all the time. I buy used Subarus but there is no way now I can go to the Acsent from my Tribeca.

The Acsent has nice lines and looks good. When I discovered it only offers a CVT as it's transmission I quit looking at it as a replacement. Why not the 8 speed currently in many other models? I think it was money. The CVT does not seem to be reliable and it does not stir me to purchase an Acsent. Put the real 8 speed in it and it goes back on my list.

Submitted by David (not verified) on March 7, 2024 - 8:21AM

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We have the light color and it has cleaned up easily with our four kids. This vehicle is a better value then the other SUVs of the same size. Had it five years with no real issues. We looked at the Toyotas and they have less room and are less comfortable. Mpg has been great. I think you will be happy with your purchase no matter if you get one now or for the new redesign.

Submitted by Michelle Dogostino (not verified) on March 9, 2024 - 10:17AM

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I love my Ascent. Just traded my 2019 (first of the line) to a 2024 Onyx edition last month. I am leasing this one as I am hoping Subaru comes out with the Wilderness Trim Level when my lease is up. My personal opinion with why sales are down has to do with the economy and the fact that Subarus are reliable and dependable so people don't need to get rid of them. Perhaps Subaru needs to expand its' color options as the color optiins are few and very bland. It doesn't give buyers a sense of choosing colors that match their personality or age group. That was my issue, the color. I absolutely love my Subaru!!!