The Subaru Ascent Is Not Broken But Sounds Like It
Subaru Ascent needs something.
American families have an excellent choice in the 3-row SUV category with the 2024 Subaru Ascent. Subaru had a great idea in 2019 when it offered a new family hauler to its U.S. customers. If it's so good, why are sales so dismal? Before I answer why, let's check Ascent's recent sales performance.
Subaru Ascent is not broken, but sounds like it.
June's sales performance of the Subaru Ascent midsize 3-Row SUV declined again. The family hauler has declined for twelve consecutive months. Is Subaru of America (SOA) worried? They aren't concerned at all. Read my report here on the interview with Jeff Walters, Subaru of America's President and COO, To find out why.
Subaru of America reports that the 2024 Ascent's June sales decreased by 14.8 percent compared with the same month in 2023. SOA delivered 5,020 models to customers in June, compared with 5,889 in June 2023.
In the first six months of 2024, 27,955 Ascent models were delivered to customers, down 15.7 percent for the year. Still, the Ascent midsize SUV remains SOA's fourth best-selling model. Read my Ascent performance report here.
It's about perspective.
If we project Ascent sales to the end of the year, SOA will sell approximately 56,000 Ascent 3-Row SUVs to families in 2024. It may seem low, but that's a good number for Subaru of America.
Subaru of Indiana Automotive manufactures the Ascent, and the factory just took on building the new Crosstrek subcompact SUV. It's one of the automaker's most prolific models. However, they only have so much manufacturing capacity and are building the right number of Ascent SUVs for Subaru retailers.
There are enough sitting on retailers' lots to meet customer demand. Sales have slipped, but this is also partly due to the economy's weakness.
Jeff Walters, Subaru of America's President and COO, says, "So it's the right product at the right price, and we try to be reasonable regarding (manufacturer) incentives for the customer. We are reasonable with the number that we are going to build. If we get anything out of sync, you'll run into problems."
"Then we have to resort to incentives we don't want to use, we have to fleet the car, and we hurt our retailer's profitability, and many things start to break. So, we talk about sales value, which is a part of the process. That's what we spend a lot of time thinking about."
An all-new Ascent is coming.
The Ascent is in its sixth year of model life cycle and is due for a complete remodel. Unless Subaru throws a curve ball, the 2025 Ascent should get a redesign from the ground up says Automotive News. This upcoming model holds a lot of potential and could be a game-changer for Subaru.
Subaru has been silent as usual on the upcoming Ascent changes. I expect Subaru to give an announcement this fall.
Let's get comfortable.
The Ascent is still an excellent vehicle for families. In my recent report, Consumer Reports says the Ascent is the most comfortable midsize 3-Row SUV you can buy today. Read my updated Ascent report here.
The 2024 Ascent offers exceptional value for its price point. With a range of trim levels and features, it caters to a wide variety of needs and preferences, making it a smart choice for families and individuals alike.
2024 Ascent pricing is here.
The 2024 Subaru Ascent has six trim levels: the base trim starts at $35,490, and the 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 ($1,295).
You can find more information on SOA's Ascent online tool, where you can check each trim level with standard features, color selection, packages, accessories, and images of each 2024 model change. Check my online configurator tool report here for additional information.
The Ascent is an excellent vehicle for Subaru's most active customers. It has the automaker's Symmetrical all-wheel-drive for all-weather performance and X-Mode and dual-function X-Mode for extreme weather and all-terrain performance.
Are you shopping for a 3-Row SUV? What do you like about the Ascent? Will you wait for the remodel? We'd like to hear your thoughts. Click the red Add New Comment link below and let us know. Your feedback is valuable to us and the automotive community.
I am Denis Flierl, a top Torque News reporter 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: Adventure Subaru