The Subaru Ascent Decline, The Remodel Better Be Good
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.
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.
10 Secret Subaru Ascent Features That Are Most Commonly Missed @SubaruReport @torquenewsauto photo @TucsonSubaru#subaru #ascent #subaruascenthttps://t.co/M82vV4FG59
— Denis Flierl (@DenisFlierl) January 24, 2024
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 All-New Subaru Forester Hybrid, More Questions And New Answers @SubaruReport @torquenewsautohttps://t.co/fY2ZWFOxbv#subaru #forester #foresterhybrid #subaruforester pic.twitter.com/JD0HTkwJSj
— Denis Flierl (@DenisFlierl) May 1, 2024
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 SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.
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Photo credit: Tucson Subaru