For Subaru of America's retailers, the 2019 Ascent has been living up to expectations.
The model marked the automaker's return to the competitive three-row crossover segment and finally gave Subaru a way to keep customers with the brand instead of watching them leave for automakers with roomier crossovers.
But there have been other benefits, too, says Wally Sommer, chairman of the Subaru National Retailer Advisory Board and president of Sommer's Subaru in Mequon, Wis.
"The Ascent's impact has been huge," Sommer said. "Not just in terms of sales, which have been excellent, but also helping to bring new customers and a new segment into our stores. It's been great for our conquest business. And it's helped us retain our existing customers who needed more size and perhaps that higher-level vehicle."
The Ascent went on sale in June, and 1,897 were sold that first month. That figure quickly rose to 4,589 the next month. Through December, Subaru sold 36,211 Ascents, with its best month being December's 7,733 sales.
The crossovers are turning quickly on dealer lots, Sommer said, and Subaru hasn't satisfied Ascent demand yet.
"We still think there's increased demand for it, and we need more availability," he said. The Ascent is manufactured along with the Outback, Legacy and Impreza at Subaru's plant in Indiana.
The vehicle also has boosted traffic to Subaru's website, according to Sommer.
"Subaru is saying their web traffic is up over 30 percent because of the Ascent. It's attracted a lot of interest from customers. Naturally, the impact has been immediate in terms of sales, and it will increase as Subaru builds up availability and production."
