2022 Subaru Ascent
Subaru finally has a successful mid-size crossover with three rows of seats, the Ascent. Subaru would probably like us to forget the 2005-2014 B9 Tribeca, which had three rows of seats but never sold well, ostensibly because of its looks.
I don’t think its design was the problem, although obviously Subaru corporate did because they rushed a facelift to market just two years after the Tribeca’s debut. No, I think the problem was that it was just too small—the Tribeca, which was based on the Legacy sedan/wagon platform, ended up being not much bigger inside than the Legacy wagon, and that’s probably what led to its demise. For the record Tribeca sales dropped from a mediocre 14,797 in 2005 to an embarrassing 1,598 in 2013. Compare that with just under 60,000 Ascents sold in 2021, a number that would have been even higher had there not been computer chip shortages.
So, with the Ascent, the third largest Japanese automobile manufacturer has finally achieved mid-size crossover success. How did they do it? In addition to making the Ascent much larger inside than the Tribeca, they also made it look like an Outback station wagon, only bigger, rather than, “a Subaru crossover that doesn’t look like a Subaru”, which is what the Tribeca was. Too bad, I like things that are different to look different.
Anyway, the Subaru Ascent looks good, and the wagon-esque exterior design probably makes it look smaller than it is, because it is not small. With a length of 196.8in, width of 76in, and height of 71.6in the Ascent is 7in longer, 2in wider, and 5in taller than the Tribeca. That’s a big difference.
For perspective, I parked my press car Ascent next to a new Audi Q5 and was astounded at how much bigger the Ascent was. It kinda dwarfed the Audi. I guess the Ascent’s design really is “slimming”.
Not surprisingly, the Ascent’s interior looks a lot like that of an Outback wagon. It’s not as posh as the aforementioned Audi Q5, but it is quite modern and nice. Given the Ascent’s pricing, which starts at around $33,000 and rises to just over $40,000 it should be no surprise that owners will be faced with a lot of plastic and uninspiring buttons and knobs when they sit behind the wheel. The tech is up to date, however, and ergonomics are excellent.
As you’d expect, the Ascent is spacious inside, even in the second row (although the third row is a little tight, as it is in competitors such as the Ford Explorer). While Subaru’s largest vehicle ever can be mistaken for an Outback from the outside, on the inside it’s much roomier, and getting to the third row of seats is easy thanks to a clever second row that moves out of the way quickly and easily.
On the road the Ascent is, again, a lot like the Outback. It handles in-town duties without complaint, but it is in no way fun to drive as it does that. Neither are the Explorer, Toyota Highlander, or Honda Pilot though. That’s life with kids, isn’t it?
Road trips are better because the Ascent’s engineers favored stability and comfort over athleticism and performance, so quiet and drama-free describe what the Ascent is like on the highway.
Actually, I think Subaru has taken over the space that Volvo occupied in the 1980s and 1990s: the reasonably priced, reliable, and non-mainstream automotive brand for smart people who are comfortable but not rich. Look around, what do college professors, school teachers, and Nurse Practitioners drive these days? A disproportionate number of them own Subarus, just as their predecessors used to drive Volvos.
Ascents can be had in Base, Premium, Onyx, and Limited versions, and I would guess that most buyers interested in the Ascent would order loaded models rather than “strippers”. That means that out-the-door prices will be in the $40,000-$45,000 range, which seems low given everything you get with a well-equipped Ascent.
Maybe that’s the secret to Subaru’s success with their newest crossover: charge a reasonable price for a nice, but not lux, vehicle with all of the appeal of an Outback but additional space. And then watch buyers flood your showrooms.