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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