The Subaru Ascent Sales Dive And What Will Revive It

When I covered the launch of the Subaru Ascent 3-Row family hauler in 2018, Subaru said they aimed to sell 60,000 of the new SUVs in its first year. Subaru of America sold 74,422 new Ascent SUVs in its first 12 months. 

Ascent sales should be growing, but instead, they are stagnant. Subaru of America will likely sell about 62,000 Ascent SUVs in 2023. The SUV is underperforming even with the Japanese automaker recovering from production constraints that hamstrung its vehicle production ability.  

The 2024 Subaru Ascent 3-Row SUV is a good pick for new car shoppers and has excellent qualities. However, one trim level still needs to be added to create excitement for North American customers—the Ascent Wilderness. 

The Ascent drops in sales for the third consecutive month.

The 2023 Subaru Ascent remains the fourth best-selling model in the lineup, with 4,599 sales of the 3-Row SUVs in September. The Ascent sales dropped 7.4 percent compared with the 4,964 models sold in September 2022. The Ascent is up 1.9 percent in the first nine months, with 46,881 models sold in the first quarter.

What's right with the Ascent?

The Ascent 3-Row SUV has two features that customers want. The first is its Symmetrical all-wheel-drive system and X-Mode for all-weather performance. Dual-function X-Mode gives it off-pavement performance for active customers wishing to escape civilization. Customers won't find a better vehicle for urban and rural commuting. 

Ascent is one of the safest 3-Row SUVs.

The second feature customers want is safety, and the Ascent is the safest 3-Row SUV for families. 2024 Ascent models arrive this fall with Subaru's latest EyeSight safety technology, including a Wide-Angle Mono Camera. Subaru says the enhanced EyeSight driver assist system operates more smoothly and in an extended range of conditions. The improvements are a result of a wider field of view, updated control software, and the addition of an electric brake booster.

The 2024 Subaru Ascent arrives this fall, but no Wilderness trim level exists. 

The 3-Row Subaru Ascent needs the outdoor-themed Wilderness trim with rugged equipment packages like the Subaru Outback Wilderness, Subaru Forester Wilderness, and all-new Crosstrek Wilderness.

An outdoor-themed Ascent Wilderness trim level is for the most active families. Those who need a 3-Row SUV to haul extra people and gear and get further away from civilization. 

The Ascent should get a complete remodel for the 2025 model year, and it would be the ideal time to offer the Ascent Wilderness trim. 

For customers who can't wait for the next-generation Ascent, the 2024 Subaru Ascent does get some upgrades.

The 2024 Ascent comes with Subaru's latest EyeSight safety technology, including a Wide-Angle Mono Camera. Subaru says the enhanced EyeSight driver assist system operates more smoothly and in an extended range of conditions. The improvements are a result of a wider field of view, updated control software, and the addition of an electric brake booster.

For customers considering the 2024 Ascent, here is the new pricing.

The 2024 Subaru Ascent comes in six trim levels. The Base trim starts at $35,490, and Premium trims begin at $38,090. The Ascent Onyx Edition starts at $42,890, the upper Limited starts at $43,190, the Ascent Onyx Edition Limited is priced at $47,890, and the top-trim Touring has a starting MSRP of $49,790. Pricing includes destination and delivery fees now $1,295 (+$70).

The 2024 Subaru Ascent is an excellent all-weather, all-wheel-drive 3-Row SUV offering superior safety features for families. The 2024 Ascent gets new safety upgrades and technology for midsize 3-Row SUV shoppers. An all-new Ascent Wilderness trim level would create new excitement and revive the slower-selling 3-Row family hauler. 

For additional articles related to the Subaru Ascent, here are a few for your consideration:

• What Is The Next Subaru To Join The Wilderness Family? One Model Tops A Short List
• Subaru Ascent 6-Month Report Card - The SUV Is Only Average
• The Updated 2024 Subaru Model Pricing Guide Is Here

Here is the Motormouth Updated 2023 Subaru Ascent review // The forgotten 3-row SUV? YouTube video

Denis Flierl brings over thirty years of combined auto industry and automotive journalism experience to Torque News readers. He is an accredited Rocky Mountain Automotive Press (RMAP) member. The last twelve years have been spent with Torque News, covering Subaru vehicles and the latest news. Check back daily for his expert Subaru analysis. You'll find the latest stories on the Torque News Subaru page. Follow Denis on Facebook, Social Media Platform X, and Instagram. 

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Photo credit: Subaru