Recently, Subaru revealed a few details about its largest SUV for the next model year. In short, the 2027 Subaru Ascent is expected to arrive at dealerships this summer, with pricing starting somewhere around $41,000. It will get a new exterior color called Deepwater Blue Pearl, an additional USB-C port for more passengers, and a few other updates that I honestly can’t remember right now.
But that’s not really the point.
Back when Subaru first introduced the Ascent, I wasn’t entirely sure why it existed.
As a replacement for the Subaru Tribeca? That didn’t seem right. They’re different vehicles aimed at different segments.
A challenge to the Toyota Highlander or the Honda Pilot? I’m not convinced about that either. Those models already have their own established place in the market and seem to compete more with each other than with anything else.
Then, not long ago, a fairly simple thought crossed my mind: maybe Subaru didn’t build a three-row crossover as a replacement or a challenge to anyone.
Maybe Subaru built it simply because it’s Subaru.
The company’s vehicles have always had their own character. From the symmetrical all-wheel-drive system to the boxer engines, they’re hard to confuse with anything else.
Maybe I’m wrong. I’m certainly not claiming to be an authority on the subject. But to me, the Subaru Ascent isn’t just for people who need a large family SUV. It’s for people who need a large family SUV from Subaru.
That may sound a little strange, and I’m not sure I can explain it properly. Still, I have a feeling Subaru fans will understand exactly what I mean.