2027 Subaru Ascent Update: Will It Save Declining Sales?
Subaru has introduced an updated version of its three-row crossover, the 2027 Ascent. The starting price remains at $40,795, which is a positive note against the backdrop of a general market trend toward higher prices. However, some trim levels have still increased by $100.
Sales of the Subaru Ascent fell significantly last year — by 21.1%, to 44,400 units. The current 2026 year looks even worse, as year-to-date figures have dropped by 13.3%. This situation is not surprising, given that the three-row crossover segment is extremely competitive, and the model itself has been on the market for almost ten years.
Unfortunately for dealers, the model enters the 2027 model year with only minor updates. This is not great, but the company has managed to keep prices at the previous level. It is worth noting that the delivery fee has increased from $1,450 to $1,495.
Exterior Changes and New Colors
Regarding design, the only change is the addition of two new colors: Deepwater Blue Pearl and Daybreak Blue Pearl. Both options are offered at an additional cost of $395. They join the existing palette, which includes Autumn Green Metallic, Crystal Black Silica, Crystal White Pearl, Dark Mahogany Pearl, Ice Silver Metallic, and Magnetite Gray Metallic.
Interior Updates
More noticeable changes have occurred inside the vehicle, although they are hardly impressive. USB-C charging ports have now appeared in the third row of seats. Thus, each row is now equipped with both USB-A and USB-C ports.
Drivers will also find a new switch that allows turning off the interior lighting system that activates from the doors. As for lighting, top trim levels such as the Limited, Limited Bronze Edition, Touring, and Onyx Edition Touring have received a new LED light in the cargo area for better visibility at night.
Prices and Specifications
These seem to be all the changes, but it is worth noting that Subaru has adjusted prices for some trim levels. The Limited and Limited Bronze Edition have increased by $100, now costing $47,985 and $49,095 respectively. Other trim levels remain unchanged.
All models are equipped with a turbocharged 2.4-liter four-cylinder engine producing 260 hp (194 kW / 264 PS) and 277 lb-ft (375 Nm) of torque. It is paired with a continuously variable transmission (CVT) and a standard all-wheel drive system.
2027 Subaru Ascent Prices
*Prices do not include the delivery fee of $1,495
The 2027 Subaru Ascent updates seem quite modest, especially against the backdrop of rapidly declining sales. The addition of new colors and USB-C ports in the third row are certainly nice touches, but they are unlikely to drastically change the market situation. The main positive point is the retention of the starting price, which may interest buyers looking for a relatively affordable three-row crossover. However, given the model’s age and stiff competition, these updates may not be enough to stop the sales decline. Competitive models from other manufacturers offer more modern technology and design, making the Ascent’s market position increasingly difficult. Whether Subaru can offer something more substantial in the future remains to be seen, but for now, the company is betting on gradual, rather than revolutionary, changes.