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With the 2023 Ascent model change and new improvements, the Ascent family hauler should perform better to start the new year. Subaru of America reports the refreshed 2023 Subaru Ascent is the fourth best-selling SUV in the lineup, with 4,582 3-Row SUVs delivered to customers in January. The Ascent was down 16.2 percent compared with 5,470 models sold in January 2022.
Because of its strong sales finish last year, The Ascent was on an upward trend, but that ended in January. The newly-upgraded 2023 Ascent midsize SUV is catching on but has a slower start to the new year.
The Subaru Ascent 3-Row SUV was up 6.2 percent to finish the year and was only one of two SUVs up in 2022. Ascent saw a percentage of sales increase of 14.7 percent in December. Ascent had 6,980 sales in December compared with 6,088 in December 2021. Ascent finished in fourth place in the lineup with 63,704 sales for the year.
Slow Ascent sales are not because of poor reliability ratings
Consumer Reports had the 2019-2021 Ascent 3-Row family hauler on its ten least reliable models list recently. But now, Ascent has improved significantly. The 2023 Ascent is now on Consumer Reports' newly recommended models list with improved reliability. Read the complete reliability report here.
Ascent production is down
Subaru Corporation announced production of the 2023 Subaru Ascent and other models was down 21.9 percent in December, the second consecutive month of decrease. One of the reasons for the drop off in January is because of parts shortages at the Subaru of Indiana Automotive plant where the Ascent is manufactured. The production decrease is due to the ongoing deficiency of new parts at the U.S. plant in Lafayette, Indiana.
Subaru of America still has the tightest new car inventory among car brands in the U.S. in 2023. An updated report from Automotive News (by subscription) reveals on January 1, 2023, Subaru of America's new model supply stands at eight days. It dropped from December 1, 2022, when they had a nine-day supply.
Should customers wait to buy the 2024 Ascent?
The Subaru Ascent 3-Row family hauler should have received a redesign in 2024 models. But due to supply chain issues and parts shortages, Subaru gave the Ascent a refresh this year, and it will get few if any, changes in 2024. Subaru will likely delay the redesign of the Ascent until 2025 models. There is no benefit to waiting for the 2024 model as it will receive minimal changes and a price increase.
What is the 2023 Ascent pricing?
The 2023 Subaru Ascent base starts at $35,120, and Premium trims begin at $39,180. The Ascent Onyx Edition starts at $42,520, the upper Limited starts at $42,820, the new Ascent Onyx Edition Limited is priced at $47,520, and the top-trim Touring has a starting MSRP of $49,420. Pricing includes destination and delivery fees ($1,225).
The availability of the 2023 Ascent 3-Row SUV will remain tight for U.S. customers in the new year but should be improving later this year. Tom Doll, CEO of Subaru of America, told Automotive News after the brand's dealer meeting that Subaru is forecasting a roughly 8 percent gain to 600,000 sales in 2023 as production constraints ease.
Look for sales of the newly-upgraded 2023 Ascent to improve as inventory levels rise this year. Ascent is a 3-Row SUV that active families should put on their shopping list this year. Reliability has improved significantly on the new models.
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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.
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Photo credit: Subaru
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