Subaru Weighs a New Baja, and the Time Seems Right

Subaru was ahead of the curve with its car-based Baja minitruck. The truck, like so many small and midsize truck options today, was based on a car's unibody construction. It offered a small, utilitarian option to buyers who didn't want the enclosed rear cargo area of an Impreza hatch or larger Outback wagon. Plus, enthusiasts loved the Baja Turbo for its 210-horsepower WRX-adjacent engine and five-speed manual transmission. Ultimately, the trucklet never took off, but never say never.

Subaru Australia: "There have been discussions"

Speaking to CarSales, a Subaru Australia GM, Scott Lawrence, said: “There have been discussions of a ute … ute is a conversation and I can’t share much now.” For now, focus remains on what's working for the brand (in Australia): “Our focus has been really owning the territory that we already have: Forester, Forester Hybrid, symmetrical all-wheel drive, new Outback with Wilderness … strong SUVs; really good quality Japanese product. Ute is a conversation and I can’t share much now, but it’s never a no."

The original Baja was effectively a Subaru Impreza wagon with the roof cut short. The model featured a tiny 4.5-foot bed and a clever passthrough that would allow a few 2x4s to be stowed with the tailgate closed. The brand billed the model as a choice for active, outdoorsy young professionals, the kind just coming into their first real jobs (and their first bit of disposable income). The quirky looks and narrow usecase did the model in by 2006.

The case for a Baja revival

However, that usecase has expanded in the 20 years since the truck's death. The outdoorsy young professional is now a significant portion of the market for Subaru. The brand told us around 15% of buyers fit this and choose the automaker's rugged Wilderness trims for their active lifestyles, and it seems every brand now offers some sort of activity-focused outdoorsy trim for their SUV or truck. This is, quite frankly, the Baja's bread and butter.

The small trucks are popular in Australia already, and it's almost a no-brainer for the smaller market. However, a broader interest in smaller trucks has taken hold in the US over recent years, with many buyers priced out of bigger and ever more expensive midsize options.

Ford's Maverick is the current leader right now, and it largely holds a monopoly on the segment. Ford sold around 155,000 of the 175,000 compact trucks last year, with Hyundai's soon-to-be-dead Santa Cruz accounting for the rest. Could Subaru take on Ford at scale with a Baja? Not likely, but the brand's small truck has the advantage of familiarity to buyers, and Subaru's shoppers enjoy a small, quirky car with a flavor all its own. The brand built itself on these principles, and a Baja revival seems to be a solid choice for the brand at the moment.