Ascent isn't meeting exceptions.
I'm sure Subaru of America had higher expectations for the Subaru Ascent 3-Row family hauler when they first launched it in 2019. In the sixth year of its life cycle, Ascent sales drop consistently monthly.
I'll discuss what could be coming for the Ascent and what Subaru thinks now, but first, here is the Ascent's sales performance for August.
August's sales performance of the Subaru Ascent midsize 3-Row SUV fell again. The family hauler has declined for fourteen consecutive months. That's significant.
Subaru of America reports that Ascent's August sales decreased by 4.7 percent compared with the same month in 2023. SOA delivered 4,630 models to customers in August, compared with 4,860 in August 2023. In the first eight months of 2024, 36,805 Ascent models were delivered to customers, down 12.9 percent for the year.
Where Is The Ascent Going?
The Ascent is now in its sixth year of life and is due for a complete remodel. However, Subaru kept the 2025 Ascent the same and added two new trim levels for customers: a Bronze Edition and a new Onyx Edition Touring trim level. Get more details in my report here.
Subaru of America has put the Ascent on a watch list.
Subaru is watching the Ascent closely and waiting to see what happens before spending resources on a complete redesign.
Here are the Ascent rumblings.
In my earlier story, I reported that Subaru is now considering two scenarios for the Ascent 3-Row SUV, each potentially shaping the 3-Row SUV's future.
There could be an all-new Ascent EV.
Subaru may bid farewell to the current Ascent family hauler, but the future holds promise. A new electric 3-Row SUV is on the horizon for North American customers, expected to debut in late 2025. With its eco-friendly design, this new model is set to redefine Subaru's 3-Row SUV segment.
Automotive News (by subscription) says, "Subaru's 3-Row SUV would have been due for a redesign in the second half of 2024, but work on the makeover has been delayed to determine what emissions standards in the U.S. will be over the next four years. The gasoline-powered three-row may be replaced in the lineup by the three-row EV built in Kentucky by Toyota, or it may follow the Forester and Outback and remain for another generation, with an optional hybrid powertrain."
Subaru has two options.
They can drop the Ascent with the 2.4-liter turbocharged gas-powered Boxer engine, and its nameplate will become an all-new electric vehicle. If the current model is redesigned, it will get a new fuel-efficient hybrid trim level, following in the footsteps of the all-new Forester and Outback hybrids.
This new hybrid powertrain is expected to be more fuel-efficient, significantly reducing Ascent's carbon footprint. It's a promising step towards a more sustainable future for the Ascent 3-Row SUV.
Ascent sales keep dropping, but Subaru says it's not a problem. I ask the following question: What are Subaru executives saying behind closed doors?
In a recent interview with WardsAuto, Jeff Walters, Subaru of America's President and COO, was asked if the Ascent was underperforming.
David Kiley asks Walters, "Last year, the Ascent, which replaced the Tribeca, you did about 60,000 in sales. It was about the same as the year before. Is that a number that Subaru likes for that model, or is it maybe underperforming? Is it meeting expectations?"
David Kiley: "I thought that the Ascent was meant to give you greater incremental sales because it's a new segment for the showroom. Higher than 60,000 in sales, but you are telling us that you think that's the right number in terms of the marketplace to keep pricing, profit, and resale value, right?"
"That's right. The Ascent keeps people in the brand when they need a larger vehicle. Customers who have younger children now have nowhere to go. Ascent was really meant to keep them in the Subaru brand. And then once their children are grown, they return to an Outback," says Walters.
Reality says the Subaru Ascent is on a short leash.
This year, the Ascent is on pace to hit about 55,000 in total sales volume. It's not bad, but it's not great. Subaru is not typically satisfied with good. Will they decide to revamp the Ascent, bring it as a Hybrid, or replace it with an electric vehicle under the same nameplate? Those are all options Subaru has on the table now. Stay tuned.
What do you think?
Should Subaru drop the Ascent 3-Row SUV with a gas engine and bring a Hybrid-only option? Or develop an all-new electric Ascent? Click the red Add New Comment link below and let us know.
I am Denis Flierl, a Senior Torque News Writer since 2012. I’ve invested over 13 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 X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
Photo credit: Tucson Subaru
Comments
I want gasoline automobiles…
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I want gasoline automobiles but a hybrid would be an option I might try. Please keep the ascents Third row seating. I’m looking to get one in 2025 new vs used???? Please make them safe and keep the second row bucket seats and easy access to third row. Also considering the new Santa Fe third row seating standard in their vehicle. I have been a Subaru owner for many years and prefer them! Thank you
I have a Forester and now…
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I have a Forester and now with my family I definitely need to upgrade. The accent is a perfect option. I'm kind of hoping they come out with a hybrid and I would totally buy it.
I drove a 7 seater as a…
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I drove a 7 seater as a loaner car. Every time I went to toss stuff in the middle of the backseat, no joy. There was no middle backseat! Besides, the car is too big for me.
Wondering whether the 7 seat or the 8 seat is more popular, for people who need it.
I wouldn't have the captain…
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In reply to I drove a 7 seater as a… by K. Husmann (not verified)
I wouldn't have the captain chairs. Such a waste of space. Love my 8 seater. Much more efficient use of seating. 3rd row folded down most of time but when needed, it's there. Love my cargo space too. Call it my mini pickup. BTW...my other vehicle is a 2004, long bed F150.
Subaru should drop the…
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Subaru should drop the Hybrid line. Is due for one and many customers have been waiting on that option. If Subaru adds a supercharger even better but make it more MPG efficient. As a military personnel traveling love my Subaru. Also have the option for copper color for the Touring.
If Subaru doesn't quickly…
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If Subaru doesn't quickly fix the look of the new Forester and give what customers are they're demanding which is a turbo the Ascent won't be the only vehicle hard decisions are being made on.
As a owner of an ascent I…
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As a owner of an ascent I absolutely love it. I had a subaru forester first I loved it but it was not comfortable. But this ascent is very comfortable. If I have my say I will stick with ascent from now on.
Definitely go for hybrid…
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Definitely go for hybrid powertrain. This is the only vehicle I’ve been looking at to replace my sedan hybrid, I don’t. Like anything else except the Highlander hybrid but if ascent was hybrid …. Big checkbox
I love my Ascent but the…
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I love my Ascent ….
but the mileage sucks. It can be a little bigger in size. I hope they will lean towards making a Hybrid version. Overall, it’s safe, practical & works for our family.
Don’t drop. Love it. Go…
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Don’t drop. Love it. Go hybrid
I think the Ascent needs a…
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I think the Ascent needs a complete redesign, but I don't think it should be electric or hybrid only! I want a nice 6cyl! I want it to look sharp! And have ample power(two things the Ascent doesnt have) I have been subaru driver for over 25 years, and now that I need a larger Subaru, the Ascent was so far off the mark, I will now look into other brands! Come on Subaru, ask the consumers what does and doesnt look good! Take a few pointers from Chevy (traverse) GMC (Acadia) or even the Honda Pilot! JMO
I currently drive a 2016…
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I currently drive a 2016 Forester. It’s my second one. One of my daughters and my son drive WRXs. We are a Subaru family. I have been dreaming about getting Ascent for a long time! I have 2 car seats in my vehicle for my grandsons. So there’s only room for 1 other passenger. The Ascent would solve that problem! And I love it! I say either keep as is or redesign it. No EV!
Hybrid
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Hybrid
I have a 21 Ascent. No…
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I have a 21 Ascent. No problems. 1 recall & 1 brake extended warranty. No problem with mine. It's what I wanted. A bigger Subaru. What I would like instead of a turbo is a good V6 like the Toyota 4Runner. Solid engine not so worried about mileage but would like a long lasting engine, not one that wears faster due to strain. When Toyota switches to a 4 cylinder on the 4Runner I wouldn't want that either! Who cares about the EPA! I want a reliable, long lasting vehicle. Im not hard on my cars & drive about 5000 miles a year. Want best bang for my buck.
We had an Outback legacy…
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We had an Outback legacy lease for years and after being in multiple car accidents (no fault of our own), we wanted to upgrade to the bigger car. We love our 2022 Ascent touring!
My husband is tall with broad shoulders so the Outback with its top narrowing frame felt like it was tight compared to when we test drove the Ascent. The outback seats too, were smaller, which for us did give us lower back pain on longer road trips. The Ascent is wider and way more comfortable, everyone has their personal space and isn’t cooped up.
We go on a lot of road trips and we tend to bring a lot, so the extra trunk space is exactly what we needed. When we bring my parents, they exclaim how the car just keeps fitting stuff even though it looks like we’re packed to the gills. We have the captain seats in the back, so if we need to bring 5-6 people, we pop up the third row.
Our only complaints are gas mileage really, it’s the most gas guzzling car we’ve had. But we’re willing to trade that for comfort and it being the perfect car. As much as I am for the environment, I don’t think we are ready for full EV. Charging stations are not ubiquitous (especially when you’re roadtripping 12h to the deeps of Maine), don’t always work, and take too long to charge. This car is meant for long road trips so it should be hybrid at best on the next model. And I would be very sad if they stopped making the Ascent, I think it’s way better than the outback. They should keep at least some in production like they said to retain customers who want a bigger car.
I’m on my second Ascent and…
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I’m on my second Ascent and love it !! If I had a choice I definitely would do the hybrid because of the flexibility it gives you. We rented a hybrid in Ireland a couple of years ago and it gave us the flexibility that an EV would not in rural areas that have very limited availability of charging stations. Even in upstate NY where we live
Voting for Hybrid. We need…
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Voting for Hybrid. We need to seat seven or are in the market for a vehicle and would love a hybrid.
I am a Outback owner,I…
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I am a Outback owner,I believe if Subaru
Starts producing EV Ascent’s it will not go well ,I believe the American public does not want EV vehicles at this time.I believe Subaru will lose significantly if they do this. Stick with the gas motor and you will do well,The American motorist does not want EVs shoved down their throats,
Thank you
Dennis Saeva
I love my 2020 Subaru ascent…
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I love my 2020 Subaru ascent! I’ve been starting to look at possibilities for a 2025, however, my son has a new outback and he HATES the difference in the center viewing area. He feels unsafe to be looking down to adjust the heating, fan, etc instead of using knobs that he doesn’t have to look at. It’s really my only holdback.
As an Ascent driver and…
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As an Ascent driver and mother of two active kids I would have loved a hybrid Ascent over the gas guzzling current model. If I could do it again I would have bought the hybrid Toyota Highlander. Definitely would not buy an all electric vehicle and have to deal with charging it on road trips. And the vehicle isn't much to look at either. Boring lines and not sporty at all. The AWD, other features and Subaru's reliability are what sold me on the Ascent. I hope SOA keeps the Ascent as families need the next step up once the kids are older.
Develop an all new gas…
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Develop an all new gas engine. Do not build an EV Ascent.
I love my Accent, I’ve had…
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I love my Accent, I’ve had it for almost 3 years, it drives like a dream. The mpg could be better, so if Subaru comes out with a hybrid I would definitely consider it. No way would I get an electric vehicle.
i believe Subaru's original…
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i believe Subaru's original capacity to build the Ascent model in Indiana was 5000 per month.
if nothing has changed, they pretty much have hit that target since 2018?
why the concern??
I drive an Ascent and I…
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I drive an Ascent and I absolutely love the car. When I look at All of the safety features included with my ascent; the 360’ camera, the brake assist, cruise control with distance control, automatic bright beams, and the captain chairs in the middle seats, (all seats designed for comfort) with their own climate control, and ROOM for everyone, I can’t help, but think I made the right choice.
The Ascent is roomy for the driver And roomy for the passengers.
I looked at the high-end cars Selling for over $100,000;
And all the perks are no different than the perks on the ascent, and their gas mileage is even worse.
That is the only thing I wish was different on my ascent. The gas mileage is not at all what they said it would be.
Also, if the others had a third row seat, that’s a plus … if your kids don’t grow over the age of six.
With all that there is still room In the back for storage.
Subaru needs to have a…
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Subaru needs to have a vehicles under 30 grand their cars are getting too expensive in America.
Keep the gas engine! Great…
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Keep the gas engine! Great suv and reliable. I'll never own a EV 👎🏻👎🏻
I have a 2021 Ascent which I…
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I have a 2021 Ascent which I love. My first Subaru. The rear tailgate already needs fixed which is not cheap, so a little put off by that...not to mention how pricey it is to maintenance on them. If Subaru is going to change anything, I'd go with a Hybrid version not total EV.
I have a 2020 Ascent. First…
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I have a 2020 Ascent. First year was great then the next three years were spent fighting a leak in the sunroof. Water literally streaming in from the lights up front and the seatbelts, mold growing under the front seats. Five trips to the dealership to be to told each time I was leaving open the sunroof, I wasn’t. Finally it was fixed under warranty. Also endured squealing brakes, parts that have just snapped off (outlet cover just to name one) and now peeling chrome door handles. We bought a lemon and will never trust this brand again. The Ascent is garbage, scrap it.
Pagination