The 2027 Subaru Ascent Could Be a Game-Changer. And It’s Borrowing From Toyota Again

It’s becoming increasingly obvious that every new EV from Toyota is getting a Subaru counterpart. And that’s the most cost-effective way for Subaru to rapidly build out an electric lineup.

Subaru has just released a teaser for an all-new larger 3 row electric SUV. And it already looks a lot like the new Toyota Highlander EV. Even if the official image is very dark (2nd photo). The 3rd image is probably a very realistic redber of what the final product will look like.

It doesn’t come with any other details. Here is the official word from Subaru:

“SUBARU ANNOUNCES GLOBAL DEBUT OF ALL-NEW, ALL-ELECTRIC SUV AT 2026 NEW YORK INTERNATIONAL AUTO SHOW
 Fast. Family. Fun.

Power up your next family adventure with 420 horsepower and legendary Symmetrical All-Wheel Drive. Come see the all-new, all-electric SUV from Subaru at the 2026 New York International Auto Show on April 1 or at Subaru.com”

That’s it for now. But we know that it will look like, don’t we. Also, no name yet, but Ascent is my best bet. Since Subaru’s 3 row SUV never set the world on fire since it was introduced, back in late 2017. And after almost 10 years, it’s really time for a new one…

We’ve already seen this strategy play out with the Toyota bZ4X and Subaru Solterra, as well as the Toyota C-HR EVand Subaru Uncharted, still one of the more worst car names in recent memory. The same pattern continues with the Toyota bZ Woodland and Subaru Trailseeker. If anything, the partnership between the two brands is accelerating, not slowing down.

That trend is likely heading into more important territory next: three-row family SUVs.

Subaru is now getting its own version of the new electric Toyota Highlander. This comes at a time when both the Highlander and the Subaru Ascent have seen demand drop significantly.

The numbers tell the story. Highlander sales fell from over 265,000 units in 2021 to around 56,000 last year. The Ascent posted similarly weak results, leaving both brands in a vulnerable position in a key segment.

Toyota is already signaling strong expectations for the new electric Highlander, and on paper, it has the potential to sell in meaningful volume. Possibly matching or exceeding recent figures.

Pricing will be critical. While official numbers haven’t been announced, early indicators suggest it could be competitive. For reference, the Subaru Trailseeker starts at around $40,000 with standard AWD, while the closely related Toyota bZ Woodland comes in roughly $5,000 higher for some unknown reason.

That pricing gap opens the door for Subaru to position an electric Ascent aggressively, potentially undercutting the Highlander EV or landing somewhere around $45,000 depending on configuration.

That would put it well below current three-row electric rivals like the Kia EV9, which starts around $55,000 with roughly 230 miles of range, and the Hyundai Ioniq 9, expected closer to $59,000.

Those are strong offerings, but not exactly accessible for many families who traditionally shop in the Highlander or Ascent price range.

If Subaru can deliver a spacious, all-electric three-row SUV with standard AWD at under $50,000, it could hit a sweet spot the market hasn’t fully addressed yet. Subaru buyers tend to prioritize practicality, safety, and all-weather capability over flashy features, and a well-priced EV that checks those boxes could resonate strongly.

In a segment that remains surprisingly underserved below the $50,000 mark, that kind of positioning could make all the difference.