The Unexpected Twist In The Subaru Ascent's Sales Journey

The Subaru Ascent sales have been on a downward trend, but last month, something unexpected happened. The Ascent's sales performance took a surprising turn, breaking a fourteen-month streak.

Something unexpected happened to the Ascent? 

The Subaru Crosstrek, the current hot favorite in America, recorded its best September ever. However, the Subaru Ascent, which has been on a consistent decline, managed to break the trend and join the Crosstrek as one of the two SUVs with increased sales last month. This unique position of the Ascent is what makes its sales gain over September 2023 a surprise. 

In this report, I'll delve into this unexpected twist in the Ascent's sales journey. 

Subaru's 3-Row SUV has been dropping in sales every month for many months. Until last month, the family hauler had declined for fourteen consecutive months. That's significant. 

But September was different for the Ascent 3-Row family hauler.

The Ascent surprises with a turnaround.

Until September, Ascent sales have been in a consistent decline. 

The Subaru Ascent family hauler was the only other all-wheel-drive model that increased in September. SOA delivered 5,809 Ascent 3-Row SUVs to customers compared with 4,599 models in September 2023. That's a 26.3 percent increase.

Even with the upturn in sales, the Ascent is still down 9.1 percent for the year, with 42,614 SUVs delivered to customers compared with 46,881 sold to families through the first nine months in 2023. 

What's next for the Ascent?

The Ascent is in the sixth year of its life cycle 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. 

However, 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 3-Row rumblings.

In my earlier report, I discussed how Subaru is now considering two potential scenarios for the Ascent 3-Row SUV, each with the power to shape its future. 

1. 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, but it's been delayed until 2026. 

With its eco-friendly design, this new model is set to redefine Subaru's 3-Row SUV segment. Read my report here on why Subaru delayed the launch date here. 

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.

2. 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 alright, but it could be better. 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. 

Subaru has until 2026 to decide what to do with the Ascent family hauler. 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 what you think.

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: Subaru