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An All-New Subaru Baja Pickup You Want Stays Alive

Remember the Subaru Baja pickup? Who doesn't? It's still alive, and it's not dead yet. Find out why it's a viable small pickup and when it could return to U.S. customers.
2025 Subaru Baja pickup

It's not dead yet.

Subaru needs a small pickup for its U.S. customers, but the question is, will they bring it back? While Subaru of America has not indicated that it will, and hope remains alive. How do I know?

Subaru still holds patent rights to the Baja nameplate, which means only one thing: They have yet to give up on the Baja pickup.

Hope remains alive for Baja.

While scouring the U.S. payment office website, I found an interesting tidbit of information. Subaru of America still holds the patent for the name BAJA. Subaru initially filed for the Baja patent in December 2002. Subaru renewed the patent name in June 2013 and continues to hold it. 

If they didn't have intentions at some point to bring back the Baja, why wouldn't they let the name go and not renew it? 

In the U.S. patent office, the Baja patent is live and registered by Subaru of America, not Subaru Corporation. This tells me Subaru of America still hopes its parent company, Subaru Corporation, will bring back the Baja pickup sometime in the future. 

The question is when.

I want to see the Baja pickup revived, and it appears that Subaru of America does, too. Subaru has a lot going on, with the Forester Hybrid coming next and more remodels coming in the next year. So it won't be coming anytime soon. 

Subaru is a small automaker with limited resource and development resources. The Outback will be the next to get a complete remodel from the ground up, and the Ascent is also scheduled for a remake soon.

That said, it could be a while before U.S. customers see a Baja small to midsize pick on American shores. Subaru also has four new electric vehicles on the drawing board that will be coming by 2028, which will be the Japanese automaker's priority. Four more electric and hybrid models will follow by 2030. 

As you can see, it could be a while before an all-new  Baja revives. However, Subaru is known to do unconventional things and surprise us. And don't forget, Subaru could launch a Baja hybrid, an all-electric Baja, or a Baja Wilderness. 

All would be viable and welcome new models in the North American market. I would like to see the Baja Wilderness, but it's unlikely that would be the first trim level to make its entrance. Other trims would come first. 

Remember the Subaru Brat?

However, I discovered that Subaru of America had yet to renew the BRAT name and another small Subaru vehicle that was discontinued. Subaru of America abandoned that name in 2003 and did not renew it. 

Enthusiasts who want to see a new Subaru Baja pickup in the Japanese automaker's all-wheel-drive lineup still have hope. It's not dead by any means. How soon will the Baja pickup be revived for U.S. customers? Stay tuned. 

What do you think?

Would you like to see the Subaru Baja pickup, and how likely would you be to buy one? Click the red Add New Comment link below and let us know.

I am Denis Flierl, a top Torque News reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Subaru

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Comments

[email protected] (not verified)    July 13, 2024 - 7:36AM

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I'm driving my seventh Subaru Plus my wife my mother and both my daughters have Subarus so we're a fan of the product even though the quality has going down and all that electronic eyesight and other hoopla maybe the reason I don't buy another subaru. Plus bring back the stick shift. On the Baja quit calling it a truck same as the competition. My 13-year-old son pointed out that unless it has a 6-ft to 7 ft bed and you can put in a dirt bike or a gun case, it's just a rolling man purse. Please please bring back like the old Isuzu pup. They had one that had at least a 7 ft bed. It may not be the prettiest truck but they sold a ton of them because they were entry level trucks and great for every household that didn't need a real truck with an 8 ft bed. An entry level 4 cylinder truck with a stick shift and none of that electronic crap would be great. And personally living in Pennsylvania would be nice to have the four wheel drive option

Trish (not verified)    July 13, 2024 - 4:59PM

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Yes please on the Baja, especially a hybrid. Or an Ascent hybrid…but please not at an astronomical price

Al Bauters (not verified)    July 13, 2024 - 5:50PM

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So the 2nd door opens to the rollbar?
It says photo credit to Subaru.
Otherwise, yes make it...but how about a real photo!

Joy Gilbert (not verified)    July 14, 2024 - 9:39AM

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I have an '05 BAJA!!! One color, Garnet and trimmed in black. Still had original mats and radio in it....lol. Wanting to put Rally lights on top and looking for a "rumble seat". Not a day passes that someone stops me to speak of my truck.

James Morelli (not verified)    July 14, 2024 - 10:44AM

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Yes I would trade my 2006 baja for a new all electric baja right now if it is available. Lobe the little truck very very much.

Chris (not verified)    July 14, 2024 - 1:51PM

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4 doors. Seats two?

Are the other doors meant to get something between the roll bar or is this optional with a 2' bed?

Awful AI rendering where the author didn't even give it a look. Says a lot about their homemade "rumor".

Andrea Billmeier (not verified)    July 17, 2024 - 8:50PM

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Well how come I been seeing ads showing 2024 2025 Baja an brat by Subaru ,so your telling me No that there's no Baja or brat this yr or next !!

Julie E. (not verified)    July 17, 2024 - 11:05PM

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I personally had never owned a Subaru but had read many many good things about them. Last Christmas(2023) I was blessed and finally got myself an outback. I love this car I have only owned 4 other vehicles in my life and this one by tar is the best. We go everywhere and get great milage . I know it is not a full off-road type vehicle but playing in the dirt is fun😁. It is awesome for road trips and mini excursions now and then. My son may get one when he starts looking for a car . They have smooth ride and are top of the list on safety rating.

Julie E. (not verified)    July 17, 2024 - 11:11PM

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I am curious about another old Subaru that used to be on the list...what ever happened to the Justy..I'm guessing it got discontinued like the brat...it would be awesome to see some of these subi's on the road again...would definitely be a big shock and awe factor.

Maureen (not verified)    July 20, 2024 - 5:42AM

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I've been waiting a long time for the baja truck. I'd even pay up front. I owned 2 bajas I found out their safety features is one of the best. I was very confident driving them knowing the crucial parts were made of titanium. I won't buy anything else on the market.

Pn (not verified)    July 20, 2024 - 6:23AM

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Im still kicking myself for not purchasing the 20006 Black Metallic Turbo that I had all but finished signing the loan when I double checked the number seat belts. Even knowing it would be rarely used to haul our family of 5 for some reason I felt I HAD to have something that did. I’ve been trying to find one ever since, I’ve heard rumors over the years but was disappointed when I read it wasn’t coming in the 2025 lineup.
We got our first Subaru in 1985/86. It as the car my Mom picked send purchased on her own. It was little hatchback wagon G something model. Both my older sister and I learned to drive and took our drivers tests in that car. Back then the price point was lower I’m guessing because it was a new foreign manufacturer. It handled the blizzards and lake effect snow we had 5-6 months a year, the mud in the Spring and droves through the woods on logging roads, I liked the Brat but am in loved the Baja. I hope to make a new Baha - I like that Teal would do - my last new car purchase! My 5 year old grandson even conceded the coolest factor is as good as the Bronco II …..almost😂

credcsrrerc

Sara Straten (not verified)    July 22, 2024 - 7:31AM

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I am a truck girl and I have been for a long, long time. I am also LGBTQ and I've long wanted to buy a Subaru because of the support Subaru has given the community. Now, a Subaru Baja, I will 100% buy. I really don't want an SUV, but a truck would answer both questions perfectly for me! I'm DOWN for a Baja!

Murphy (not verified)    August 16, 2024 - 4:52PM

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Yes I will, in a minute, have been waiting for a new Subaru pickup for years. But not the one in the picture....the rear 2 doors don't go anywhere. I doubt you could even open them, isn't the roll bar bolted to it😳

Laura Lucas (not verified)    October 7, 2024 - 9:48AM

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I just bought a Hyundai Santa Fe because it reminded me of the Baja and that just seemed like a perfect vehicle to me as far as functionality. If Subaru ever brings back the Baja, I think it will be a great seller.