Skip to main content

June Report - New Subaru Ascent Family Hauler Is Descending Fast

Subaru reports the 2021 Subaru Ascent sales for May, and the news keeps getting worse. See how far Ascent dropped this month and how it compares with other 3-Row SUVs.


Subaru of America (SOA) reported 2021 Subaru Ascent sales, and the 3-Row family hauler's report is getting worse as the year goes on. All other Subaru SUVs are showing positive sales from last year's pandemic numbers, but Ascent falls further behind.

The Subaru Ascent family hauler checks all the right boxes for three-row shoppers, but sales of the Ascent are far behind the competition, Subaru has to be concerned.

2021 Subaru Ascent, pricing, features, specs

Subaru of America reports the 2021 Subaru Ascent sales for May, and they are down compared with May 2020. Subaru reports 4,310 sales compared with 5,740 last year, down 24.9 percent.

The 2021 Ascent sales year-to-date show a surprising downward trend. Subaru has delivered 23,181 Ascent SUVs to customers in 2021. But last year, 25,318 models were sold through May 2020. That's 8.4 percent less than a year ago.

2021 Subaru Ascent, pricing, features, specs

How does the Ascent compare with the top mid-size 3-Row SUVs?

The latest data from May 2021 reveals the Ascent is at the bottom in sales compared with top-selling models. All 3-Row SUVs are up year-to-date, while Ascent is down for the year. Dodge Durango, Volkswagen Atlas, and Nissan Pathfinder sales were not available at the time of this report.

May 2021 mid-size 3-Row SUV sales
Toyota Highlander 28,834
Ford Explorer 16,512
Honda Pilot 16,480
Kia Telluride 7,776
Hyundai Palisade 8,051
Mazda CX-9 4,409
Subaru Ascent 4,310

Is the 2021 Subaru Ascent a good SUV for families?

The Subaru Ascent has had its share of negative press, but it's improving since its launch in 2019. Consumer Reports (by subscription) had it on its ten least reliable cars list last year.

Subaru Ascent's 2021 models get an overall score of 60 due to its transmission issues in 2019 models, the first production year. The 2021 Ascent moves to number 9 among 15 mid-size SUVs, up from number 16 last year.

In more recent scoring, the 2021 Ascent improved and was picked as Consumer Reports 10 Best SUVs under $40,000 along with the smaller 2-Row Subaru Outback. Consumer Reports scores the Ascent higher than the Lexus UX, Lexus NX, Ford Edge, and Audi Q3.

What is the price of the 2021 Ascent?

The 2021 Subaru Ascent base starts at $33,345, and Premium trims begin at $35,845. The upper Limited starts at just over $40,000, with a starting price of $40,645. The top-trim Touring has a starting MSRP of $46,495. Pricing includes destination and delivery fees.

What is coming for the 2022 Subaru Ascent model change?

The 2022 Subaru Ascent gets a refresh with some new exterior styling upgrades and improvements to the interior. We don't expect any changes to the 2.4-liter turbocharged Boxer engine or the drivetrain. Look for Ascent to get the next-generation EyeSight X driver-assist technology.

Torque News will bring you new 2022 Ascent information as soon as Subaru of America announces the recent model change. There have been production delays due to plant shutdowns, and the 2022 Subaru Ascent should arrive at retailers this summer.

You Might Also Like: Subaru Ascent Is Among The Top 10 Cars With The Largest Number Of Used Car Appraisals - What It Means For 3-Row SUV Shoppers

Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

Subaru Report - We’ve got you covered! Check back tomorrow for more unique, informative SUBARU news, reviews, and previews you can trust.

Leave your comments below, share the article with friends and tweet it out to your followers!

Photo credit: Subaru USA


Paul (not verified)    June 7, 2021 - 10:25AM

I think they should have pushed electric innovation on existing lineup.

I am waiting for word when electric Forester arrives but I also have deposits on f150 lightning and cybertruck...first come first serve...if they had a deposit for waiting I'd sign up but haven't seen it available.

Sadly I think subaru electric offerings will largely be low range models. That would be counter to their cult-like followers lifestyle.

Ascent is a different demographic imo, alot more risky than innovation adopter crowd especially given who their intended audience is.

Subaru is always so risk averse but in this case they went the other way. I fear I may be buying something not subaru next :(

Adam (not verified)    June 7, 2021 - 11:53AM

I am in this market, and the subie dealers don't have any Ascents in stock. The ones they do have seem to be sold on arrival, so I am not sure the low sales have anything to do with low demand, and are likely more a result of low supply.