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The Most Disturbing Trend, Subaru Ascent Is The Only Model On A Descent

What is going on with the 2024 Subaru Ascent? Check out Ascent's year-end sales performance and see why there is a troubling trend.

When I reviewed the Subaru announcement for its year-end sales results, one Subaru model stood out among the rest. The 2024 Subaru Ascent 3-Row family hauler recorded its sixth consecutive month of sales decline, and the Ascent is the only Subaru vehicle in the lineup with fewer sales than the previous year. All other Subaru models have increased year over year.

There are troubling Subaru Ascent numbers for December and 2023.

In my Subaru year-end report, I reported that the Ascent dropped in sales for the sixth consecutive month. The 2023 Subaru Ascent is the fourth best-selling SUV in the lineup, with 4,996 sales of the 3-Row SUVs in December. The Ascent sales dropped 28.4 percent compared with the 6,980 models sold in December 2022. 

2024 Subaru Ascent models at the dealer

photo credit: Tucson Subaru

The Ascent is down 4.9 percent to finish the year with 60,543 models delivered to families compared with 63,704 sold in 2022. The Ascent family hauler is the only model in Subaru of America's lineup to finish down for the year. 

It's a troubling trend.

I have reported before that the Ascent has had reliability issues in 2019 and 2020 model-year vehicles. It's been well documented by me. But Consumer Reports recently put the 2024 Ascent on its recommended model list. Ascent reliability has risen and should no longer be an issue for 3-Row SUV shoppers. 

2024 Subaru Ascent in the snow

I have also reported that some Ascent owners have concerns over the family hauler's fuel mileage. Some have said the fuel mileage is considerably lower than what Subaru states and lower than EPA estimates. But there's more going on with the Ascent than fuel mileage issues.

What's next for the Ascent?

According to a report from Automotive News (by subscription), the 2025 Subaru Ascent is expected to be completely redesigned. Subaru of America will announce it in the second half of 2024. 

My Take

As I have said in previous stories, the 3-Row SUV, the Ascent, needs something to spark interest. An all-new second-generation Ascent will likely come in a new Hybrid trim level. This is speculation on my part, as Subaru has yet to release the 2025 Ascent details. A new 2025 or 2026 Ascent Hybrid would make it competitive with the Toyota Highlander Hybrid, Kia Sorento Hybrid, Ford Explorer Hybrid, Hyundai Tucson Plug-in Hybrid, and Mazda CX-90 PHEV.  

The Subaru Ascent has fallen behind the competition and needs a complete remodel. It's coming soon, but will Subaru do enough to satisfy its U.S. customers? Stay tuned. 

Your Turn

Would you buy a 2025 Subaru Ascent Wilderness Edition or a new Hybrid trim level? Let me know in the comment section below. 

Thanks for reading, everyone. I hope you enjoyed the 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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Watch the Top-5, Mid-Size, 3-Row SUVs // Our top picks for 2024. Size matter??

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: Subaru

Comments

Joe (not verified)    January 7, 2024 - 8:15PM

As an owner of two Subarus, the Ascent was not even considered when we purchased our 3 row SUV. Just look at all the reviews. We purchased a Hyundai Palisade from the same dealer that also sold us our Subarus. They know the Ascent is way behind its competition in many respects--only hard core Subaru owners (those that only buy Subarus) are buying them. They did not even try to push the Ascent even though they had several on the lot while other makes were in short supply. They were pushing the Palisade and Highlander...

George Watson (not verified)    January 8, 2024 - 11:23AM

My wife and I really like our 2019 Ascent. We purchased it in May 2019 in El Paso, TX. We do not drive much we only have 16810 miles on it now. We have not had any problems with it. A couple multi thousand mile trips in the last 4 years. I admit the gas mileage is poor but driving the Ascent is great fun. We also own a 2009 Hyundai Sonata and a 2006 Chevy Colorado. I am 78 and wife is 63.

Steve Gwinn (not verified)    January 8, 2024 - 11:33AM

I currently own a 2021 Ascent and would be interested in the new redesigned 2025 model. A hybrid would be great if the price is justifiable.

Wanted_A_Subaru (not verified)    January 8, 2024 - 12:13PM

We looked at the Ascent and loved it. It was larger than competitors and it was more comfortable. In the end, what disqualified the vehicle for us was the low mpg. While stated @ 22 mpg, many people online were stating they were getting less than 20. In today's economy, every penny counts. The SUV we got was a hybrid that got almost double that amount. If future Ascents can compete with that and continue to improve their reliability, I think they'll have a winner!

hilary (not verified)    January 8, 2024 - 1:09PM

I loved my 2022 Ascent initially, until I went through a few tanks of gas and realized how poor the gas mileage is. It was advertised as 21/27, but I get 18 combined at most. You dismiss it as a minor issue here, but it is a big deal. I went with the Ascent over other 3-row SUV options BECAUSE of the stated MPG figures, which were about 7 MPG freeway higher than the other cars I was looking at. A car is one of the most significant purchases a person can make, and if I'd realized the mileage would be so poor I would have gone with another vehicle I liked better.

Backpackerjmk (not verified)    January 8, 2024 - 1:35PM

I just traded in my 2020 Ascent for a 2024 Highlander Hybrid. The ascent gas mileage is ridiculously bad. Despite regular maintenance, it just kept getting worse. I also had to have a new transmission installed due to a recall. They kept my car for 30 days. Subaru has been talking about a hybrid for years and is yet to deliver.

william Kintzler (not verified)    January 13, 2024 - 9:53AM

To level set, I am a Subaru convert/advocate. My brother & sister in-law have/had 3 Subaru's. I helped my son purchase a Legacy. I bought a new Ascent ONYX edition in '22 instead of a Telluride and because the new full-size Bronco production/prices/ride/cabin are just silly. I have chatted with the crew over at the dealership during oil changes and check-ups about a Wilderness version ever since I purchased the ONYX. It has been hard watching ALL of the new Wilderness releases on all the other models, so I patiently wait. I like the Ascent.... a lot.... because of the size and styling (at the time), along with drive system and safety features. While the 3rd row seating might help marketing or comparing to similar vehicles... I would never unfold it. I would love a Wilderness package, increased clearance, oversized tire options, a fold-down conversion in the second row that creates more comfort for my labrador. In a perfect world, there would be some kind of pop-off window conversion that mimics more of a Jeep/Bronco feel. thx. just my 2-cents.