For the first time since 2014, Subaru is offering a “midsize-plus”, three-row crossover. It’s called the Ascent; it’s new for the 2019 model year, and during its first three months in the U.S. market, Subaru managed to move a whopping 19,000 examples. The figures propel Subaru’s newcomer, which hasn’t competed in the large CUV space since the failed Tribeca, to a very respectable position in the segment, posing a notable threat to GM’s Chevrolet Traverse and GMC Acadia.
During the same timeframe, Traverse sales decreased 10 percent to 34,223 units while GMC Acadia sales increased 4 percent to 31,200 units. As such, it’s not a far stretch to believe that some potential Traverse and Acadia sales were lost to the Ascent.
Sales Numbers - Mainstream Three-Row Crossovers - Q1 2019 - United States
| MODEL | Q1 19 / Q1 18 | Q1 19 | Q1 18 | Q1 19 SHARE | Q1 18 SHARE |
|---|---|---|---|---|---|
| FORD EXPLORER | -1.52% | 53,306 | 54,131 | 16% | 17% |
| FORD POLICE INTERCEPTOR UTILITY | -0.66% | 8,616 | 8,673 | 3% | 3% |
| TOYOTA HIGHLANDER | -0.49% | 52,621 | 52,882 | 16% | 17% |
| CHEVROLET TRAVERSE | -10.41% | 34,223 | 38,198 | 10% | 12% |
| HONDA PILOT | -12.89% | 32,957 | 37,833 | 10% | 12% |
| SUBARU ASCENT | * | 19,073 | * | 6% | 0% |
| NISSAN PATHFINDER | -4.15% | 17,354 | 18,106 | 5% | 6% |
| DODGE DURANGO | +4.84% | 17,019 | 16,233 | 5% | 5% |
| VOLKSWAGEN ATLAS | +5.60% | 15,979 | 15,132 | 5% | 5% |
| MAZDA CX-9 | -16.52% | 6,418 | 7,688 | 2% | 2% |
| KIA TELLURIDE | * | 5,395 | * | 2% | 0% |
| GMC ACADIA | +4.35% | 31,200 | 29,900 | 9% | 10% |
| KIA SORENTO | +10.44% | 23,619 | 21,386 | 7% | 7% |
| MITSUBISHI OUTLANDER | +4.89% | 13,740 | 13,099 | 4% | 4% |
| TOTAL | +5.83% | 331,520 | 313,261 |
Subaru’s place in the automotive world is rather interesting. It’s exponentially younger (65 years old) and smaller than GM, but it still, somehow, manages to produce cars – something that GM’s Chevrolet brand has almost stopped doing. Not only that, but all Subaru models also offer all-wheel-drive, a feature no Chevrolet sedan has offered in decades.
2019 Subaru Ascent interior
Suffice to say, Subaru continues to enjoy a strong following and rather impressive commercial success, with the small automaker consistently punching above its weight. And now, as consumers continue flocking to high-riding automobiles that combine SUV-like speciousness with car-like driving characteristics, automakers, too, are attacking the segment with fervor by releasing a plethora of new models in hopes of cashing in on the crossover craze. Hence, the Subaru Ascent.
The Ascent is somewhat of a tweener: at 196.8 inches long, it’s slightly longer than a traditional midsize crossover (the Chevy Blazer, for instance, is 191.4 inches long), while being smaller than the perennial full-size crossovers (the Traverse measures in at 204.3 inches in length). In that regard, the Ascent is much more analogous to the GMC Acadia.
More vitals on the Ascent: it has one lone engine -a turbocharged 2.4L BOXER four-cylinder making 260 horsepower and 277 pound-feet of torque. The unique boosted four is paired with a CVT – which is the only available transmission. All-wheel-drive, a Subaru staple, is standard across all trims of the Ascent. That’s not too different from the GMC Acadia with its 3.6L LGX V6 (310 horses and 271 pound-feet of torque) or the slightly older 3.6L LFY V6 in the Chevrolet Traverse (310 horsepower and 266 pound-feet of torque). However, all-wheel-drive is optional on both the Acadia and the Traverse.
It’s likely that the Subaru Ascent is selling well to the automaker’s existing customer base, which is said to be one of the most loyal in the industry. In fact, that loyalty is what enables the Japanese automaker to still produce sedans like the Impreza and Legacy, along with several high-performance variants of the former. So besides being a crossover in a world that continues to be hungry for crossovers, the Ascent also has the Subaru brand loyalty going for it, too.
It will be interesting to see whether the Subaru Ascent will continue to have the same kind of growth rate in the near future, as initial demand for the vehicle is satiated by early adopters and loyalists. In the meantime, GM should watch this new Japanese entry closely.
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Comments
The line between mid- and full-size in 3-row CUVs can get kind of fuzzy. The Ascent is about 7.5″ shorter on a 7″ shorter wheelbase, and 2.5″ narrower, than the Traverse, and it’s also smaller than the Explorer and Durango. But it’s also longer, wider, and taller than 3-row mid-size CUVs like the Highlander, Sorento, and Pilot (the only exception being the Pilot’s abnormally wide body for a mid-size).
Good points all around. I would add that the line gets less blurred when we add a new size class called “midsize plus” crossovers that includes the likes of the Acadia, Sorento, Ascent, Pathfinder, etc. These are larger than true midsize crossovers (Blazer, Murano, Santa Fe, Edge) yet not as large as true full-size crossovers (Traverse, Telluride, Palisade).
Why not polish the blur out of the whole thing and group them by architecture (body/power train). Passenger car (sedan/coupe FWD or uni-body RWD based). CUV (uni-body FWD or uni-body RWD based). SUV (body on frame). and truck (full size/mid size). or would that be “midsize plus”?
Then we could just add up sale numbers for each, after all just between the two mentioned above, Traverse and Acadia (can we call them twins as we do the Colorado/Canyon) out sold the “new” Ascent almost 3.5 to 1.
For those adventurers interested in the 2019 Subaru Ascent do your research.
https://youtu.be/f4Vnbmk5W5M?t=230 if you on a time restraint jump to the 8:00 minute mark.
I think i’ll avoid the CVT!
With new competition from both the Ascent AND the Kia Telluride (which is larger than the Ascent), the Traverse is kinda getting hit from both sides.
It’s likely that the Subaru Ascent is selling well to the automaker’s existing customer base, which is said to be one of the most loyal in the industry.
So a few years ago GM hired Tim Mahoney as VP Mktg global Chevy but he’d been at Subaru for decades. Clearly GM needs to have a greater understanding of WHY Subie owners are so loyal and recreate that success.
IMO Subaru has a culture and cult following due to the “value” buyers receive for their $, whereas GM is cheap and only gives the bare basics and anything you really want costs extra.
I recently rented an Acadia and found it spacious but not particularly nice, and the electronics we’re frustrating. I’ve seen plenty of Ascents and they’re Subaru’s, kinda boring but instantly recognizable and pleasant. No question it would be on my list and I would not be a loyal owner but a conquest. GM probably not…
We can see Mahoney has made an impact at Chevy. Take a drive through Denver, Subaru’s out number GM products on the street at least 10 to 1. Owning a Subaru Dealership in Colorado must be a gold mine.
Any non flatland place is probably the same story. I can tell you that Subarus outnumber any car in the Adirondacks, Maine, and Vermont by a wide margin as well. They’re awesome vehicles.
I’ve been a lifelong GM owner, but my wife and I just bought an Outback. Best all around vehicle we could find, and Chevy/GM hasn’t really offered anything close until recently. The tourX is close, but still has a lot ground to make up. (For the same-ish price the Outback gets +4 MPG over the Buick, plus it has a solid history whereas the Buick is still new and somewhat of an unknown.)
I like that GM is trying new things(for them) with the TourX and I hope it works out.
The mid size class is made up of two groups.
One is a Mid Size 2 row like the Blazer and XT5 and the other is Mid size three row. Like the Acadia and XT6.
But then with the Acadia AT4 that only has 2 rows standard 3 rows optional where do you list it.
I would like to take the Blazer and other similar 2 row models and just name them something other than SUV ans CUV.
How about MSV for Midsize Sport Vehicle. They are becoming a class of their own as they take the place of most mid size sedans.
Alex start coining this term and let see if the site can set a industry standard.
Problem here is the CVT
Not from a customer standpoint as they are buying Subies as fast as they can make them.
Keep in mind that Americans absolutely love their Asian cars looking at the top selling sales charts.
@Johnny:
I agree 100%. I wouldn’t even consider this car (or any Subaru). But if I were interested, I’d run like hell as soon as the sales person said CVT!
I commented on this article as the first comment, but it didn’t make the cut I guess and I didn’t even mention the word lesbian once! haha. Anyhow, my main point was about the CVT. Hate them.
Dan,
Lesbians do make up the largest group of buyers for the Forrester. Yes that’s a fact. Forrest might remind them of bush. Lol As a marketing guy, I would like to know the analysis behind that one.
As I understand it, Subaru didn’t actively court the LGBT market, the LGBT market sorta gravitated around Subaru for years.
But a dollar is a dollar and the Subaru marketing big wigs didn’t want to drive away a paying customer, so after years of being indifferent, Subaru eventually just up and admitted that they’ve cornered a large percentage of gay buyers.
Seems that Lesbians are practical and active people and are looking for something sturdy that can handle abuse.
It is puzzling that Lesbians want Subarus but not gay men. Seems that the men are far more style conscious…
“Seems that the men are far more style conscious…”
I know of a gay man who owns a 2nd gen Cruze sedan and before that Cobalt coupe. While the Cruze is better looking, neither it or the Cobalt were on the cutting edge of style.
For the most, I think he bought both cars for the same reason straight buyers bought them; cheap transport and being easy on gas.
By the looks of all of us getting so many thumbs down, I’m guessing this thread has a lot of lesbians reading it?
Come on everyone. Have some fun! Life is too short to be giving everyone the finger. haha.
I view Lesbians as competition and hope to be successful at converting one some day. Lol
Maybe if you start by buying a Subaru Forester, it might help to attract them…
“didn’t make the cut”. ⍤
Say it ain’t so…
About Subaru, the good news is the cvt wont make it to the end of warranty so it”ll get replaced, the bad news is Subaru has managed to extend the headgaskets issues to get past the warranty just….always carry at least 4 litres of oil at all times..
When my wife’s HHR was ready for replacing, Chevy had nothing close to it in line-up(wagon). She got a 2013 Impreza hatch. With 5-speed. AWD was a bonus. She loves it. My Son replaced his ’04 Blazer Xtreme (5-speed) with Crosstrek with manual.. Almost same size as Blazer was. He likes it, too. GM lost 2 customers from our house. I have a Silverado reg cab short box. I may be next lost customer cause they don’t sell them anymore. GM has always been first place to shop vehicles but they have left us without options.
GM really needs to add more front and 2nd row legroom in their Crossovers like Terrain, Acadia, Blazer, Traverse, XT5, etc. These all have 41 inches or less of front seat legroom (even small cars usually have at least 43 inches), which means the front seat driver has to have their seat all the way back just to get minimum acceptable legroom. That translates to rear seat passengers being really cramped on knee room and leg room. This is ridiculous considering the size of these vehicles for the passengers to be so cramped on long trips. I was hopeful that the elimination of the 3rd row in the new Blazer would lead to more legroom being available for the front and rear seat passengers. Instead, the extra room was all given to the luggage area. I guess GM is more concerned about the comfort of luggage, than humans. Rally dumb and hurting their competitive position. Who is designing these things?
I recently purchased an Ascent, after looking at GMC, Chevy and Buick. I want all wheel drive and the ability to pull a boat trailer. The Ascent was much less expensive than a similarly equipped GM. There is a lot of electronics on this mid-trim (Premium) Ascent. And it can all be easily shut off (unlike the Boeing 737 Max 8). For example the cruise control senses and maintains a constant and adjustable distance from the vehicle ahead. There is emergency braking front and rear, paddle shifts for the CVT if you want to use them, etc, etc. After 1000 mi of mixed driving I really like this vehicle. I measured 25 mpg. The Ascent is assembled in the USA. Dealer is 40 mi away but excellent to work with. My kids have Subarus but this is my first. The Ascent has lots of room for grandkids and gear behind them. I have the bench middle seat for max seating but there is still fairly easy access to the third seat which will usually be kids. A well designed vehicle with a specific customer base in mind.
Subaru is on fire due to its bulletproof reputation and unique design. It’s the VW/Honda of quality with the unique design of a Jeep. Subaru will keep growing. GMC needs to become more trail worthy and steal some athletic shoppers. It must be more than an upmarket Chevy which does neither brands any favors.
The post-sedan era will be a gold mine for Subaru. Millennials not wanting mom and dads Chevy or Toyota means good things for the brand. The LGBT halo gives the brand street cred/social virtue cool points with Gen Z.
I see Mazda growing fast, too. It has great features and technology plus the best design.
I don’t get Barra where good enough design, marketing, interiors is the rule. GM is loosing market share and ATP will only carry the brand so far until there is a price war or recession. GM needs vehicles that do volume and ATP.
This is why General Motors needs to integrate more refinement with their CUV because everyone knows the profits possible and willing to put in whatever it takes to win; GM needs to design and develop interiors with all of the comfort and amenities found in a similar priced sedan to mask that the individual is sitting in a truck.
In my opinion these are selling good do the great reputation do to true CUSTOMER reliability and CUSTOMER satisfaction.
Loyalty equals low cost of ownership, which comes from longevity, reliability, and good CUSTOMER SERVICE, all are things GM still can not figure out !!