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Does Subaru Ascent Have A Problem? Sales Drop 4 Consecutive Months

The 2023 Subaru Ascent is an excellent all-wheel-drive 3-Row SUV, but it continues to drop in sales. Check out the Ascent report and see if there is a problem with the family hauler.


What is the problem with the Subaru Ascent 3-Row family hauler? I reported last month that the Subaru Ascent sales should be growing, but instead, they are stagnant. Sales of the Ascent have dropped four consecutive months, and it’s underperforming for Subaru of America (SOA).

The Ascent drops in sales for the fourth consecutive month.

The 2023 Subaru Ascent remains the fourth best-selling model in the lineup, with 4,374 sales of the 3-Row SUVs in October. The Ascent sales dropped 13 percent compared with the 5,029 models sold in October 2022. The Ascent is only up 0.4 percent in the first ten months, with 51,255 models sold year to date.

2024 Subaru Ascent sitting in the showroom

photo credit: Competition Subaru

In comparison, the Subaru Forester compact SUV is up 33.4 percent, and the Outback midsize SUV is up 15.2 percent through the first ten months of 2023. 

I can’t determine why more customers aren’t choosing the Ascent family hauler. It comes with standard all-wheel-drive, 8.7 inches of ground clearance, and offers excellent all-weather and severe weather capability in a midsize 3-Row SUV package. 

The 2024 Subaru Ascent 3-Row SUV is a good pick for new car 3-Row SUV shoppers and has excellent qualities. However, I think one trim level still needs to be added to create excitement for North American customers—the outdoor-themed Ascent Wilderness. 

2024 Subaru Ascent with a new trim level

photo credit: Competition Subaru

The Ascent Wilderness would be the largest Wilderness SUV to add to the family. The Outback Wilderness has been a resounding success and gave the midsize SUV new life when it was introduced in 2020. 

The 2024 Subaru Ascent is an excellent 3-Row SUV offering superior safety features for families. The 2024 Ascent gets new safety upgrades and technology for midsize 3-Row SUV shoppers. 

An all-new 2025 Ascent Wilderness trim level would create new excitement and revive the slower-selling 3-Row family hauler, in my opinion. 

For customers considering the 2024 Ascent, here is the new pricing.

The 2024 Subaru Ascent comes in six trim levels. The Base trim starts at $35,490, and 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, now $1,295.

The Subaru Ascent drops in sales for the fourth consecutive month. It’s time Subaru of America does something extreme for 3-Row SUV customers to set it further apart from the competition. 

Now it’s your turn. Would you buy a new Ascent Wilderness trim level?  

Thanks for reading, everyone. I hope you enjoyed this Subaru Ascent story. See you tomorrow for my latest Subaru Report. 

For additional articles related to new Subaru models, here are a few of my top stories you may enjoy. 

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I am Denis Flierl, a 12-year Torque News senior writer with 20+ years of Subaru and automotive journalism experience. I enjoy bringing you, the Subaru fans and customers, the most up-to-date Subaru news, reviews, and new model information. You'll find the latest Subaru stories on the Subaru page. Follow me on my The Dirty Subaru website, Dirty Subaru blogSubaruReportAll Subaru, WRXSTI, @DenisFlierlFacebook, and Instagram.

I’ve got you covered! - I cover all Subaru all the time - It’s called the “Subaru Report.” Check back daily for my expert Subaru analysis!

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photo credit: main image Tucson Subaru