The Subaru Ascent Continues Its Alarming Downward Spiral

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What is going on with the 2024 Subaru Ascent? There is a troubling trend that's happening. Check out its downward sales performance.

The 2024 Subaru Ascent is on a troubling downward spiral that it may not recover from. It could crash and burn. I cover the Ascent sales monthly, and the 3-Row SUV recorded its seventh consecutive month of sales decline

The Subaru Ascent recorded 3,718 vehicle sales to customers in January. That's an 18.9 percent drop from January 2023, when Subaru of America delivered 4,582 3-Row SUV sales. The Ascent is the fourth best-selling Subaru model to start the new year. 

But the Ascent SUV is far behind the third-place Outback with 11,300 midsize SUVs delivered to customers in January. That's 7,582 models less than the Outback.

It's a troubling trend for the Ascent 3-Row SUV that should be performing better. Seven consecutive months of sales decline is now a trend and signals customers aren't buying the family hauler. The Ascent was the only model in Subaru of America's lineup to finish down in sales volume in 2023. 

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. An Ascent Wilderness would also spark new interest in the SUV.

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 is in a downward spiral and may only recover from it once it gets a complete remodel. It's coming soon, but will it be soon enough to satisfy 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 Wilderness 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. 

My Must-Read Top Picks

Watch 2024 Subaru Ascent Onyx Limited Review and Off-Road Test

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 USA

Submitted by J. Raybourn (not verified) on February 6, 2024 - 10:59AM

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I think the Ascent needs more third row leg room like the new Toyota Grand Highlander as well as a Wilderness model. I also wish it had a traditional automatic transmission instead of a CVT. I also prefer more traditional buttons for the HVAC (like the Grand Highlander), I don’t like so many controls integrated into the touch screen. Come to think of it, maybe I should just purchase a Grand Highlander instead of an Ascent. I’ve owned two Subaru Ascents but will likely get a Grand Highlander when I need to replace my current Ascent unless Subaru makes some significant changes for the 2025 model.

Submitted by Svott (not verified) on February 6, 2024 - 10:18PM

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The wheels are absolutely awful
Bigger meatier deep dish wheels
That dont look like hubcaps
Fully enhanced LED exterior lighting
Better bolder headlights
Full LED Front / Rear Turn signals
Cornering lamps in the fog lights
Maybe another half or 1 inch raise in ground clearance too

Submitted by Crappy Mileage (not verified) on February 7, 2024 - 2:29AM

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The ascent isn’t selling because it has absolutely shayte mileage, rediculously below their EPA advertised city/hwy claims. It will sell when it can get the mileage it claims. I don’t think any other model performs quite so far from stated mileage as the ascent. Truly shockingly low, lucky to get avg. 16mpg. Atrocious.

Submitted by Woody (not verified) on February 7, 2024 - 10:03AM

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Must be a perception problem. We are on our second Ascent and have loved them both with absolutely no problems with either one. Easy to drive and park with plenty of cargo space. Our recommendation is try it you will like it. :)

Submitted by Stanley A Vejtasa (not verified) on February 7, 2024 - 12:04PM

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We have a 2020 Ascent. Our Ascent, plus the 2019 Ascent, have a serious electrical defect. If the tailgate is left up for a couple of hours, like while camping, the battery goes dead. This has left us stranded a couple of times. SUBARU WOULD NOT FIX THIS DEFECT. Subaru told me to disconnect the battery if I wanted to leave the tailgate up!
The internet is fell negative comments about the Ascent for this problem and there was a class action lawsuit. I will never buy another Subaru after this experience.

Submitted by phil gere (not verified) on February 7, 2024 - 12:32PM

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i wanted one still do BUT no incentives no discounts no inventory absolutely no reason to buy. the only ones they have are the top of line and very expensive. They seem to think we are not on to their games. I really want a basic vehicle w/towing but subaru says oh no no no we have minimum entry so just go away--------so i did

Submitted by Don Mott (not verified) on February 8, 2024 - 6:40AM

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Yes, I’d strongly consider purchasing a Hybrid Subaru Ascent. I recently bought a 2034 Outback, and love it. But I prefer hybrids. I bought the Outback Touring XT because it’s a Subaru AND because it has an 8-way front passenger seat, which my wife needs due to back problems. The Ascent would need the same (or better) seat for me to consider it.

Submitted by Roger Vitello (not verified) on February 9, 2024 - 2:10PM

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I suggest Subaru increase the towing capacity to 6,000 lbs. to compete with Nissan Pathfinder.There is a sweet spot that has very little competition.I also suggest that they use an automatic transmission rather than the CVT which has towing limitations.

Submitted by Ray Jensen (not verified) on March 3, 2024 - 10:52AM

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I currently own a 2021 Ascent Limited. I love the car. My lease is coming due if a few short months....and I want to lease another one. BUT! I want the "new and improved" completely updated 2025 model! I don't want to just lease another of what I am currently driving and have it for another 36 months. SO....THE NEW ONE NEEDS TO DEBUT...AND ARRIVE SOON! I'm NOT alone!