Is Subaru going to bring back the Baja pickup truck? I'll answer that question and give you new information that has come to light. You might be surprised.
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A new-release Baja?
Could there be a thrilling new-release Subaru Baja pickup truck on the horizon? This possibility certainly causes excitement among Subaru enthusiasts. But how realistic is it?
The Subaru Baja pickup is a hot topic with Subaru enthusiasts. A lot of information is floating around, but most of it is false. In my report, I'll clear up fact from fiction. Let's start with what Subaru says.
First and foremost, Subaru of America has not released any information saying there will be a new release of the Baja pickup. They have also not revealed that there will not be a new Baja pickup release.
Subaru has never released information before any new model launch, and they won't start now.
Before we delve into the new information, let's ensure we're on solid ground by distinguishing fact from fiction in the Baja pickup saga.
Fact:
You can rest assured that Subaru is fully dedicated to its current lineup, with new models in the pipeline. This focus may mean a new Subaru Baja pickup is not on the immediate horizon.
In the next five to six years, there will be three new electric SUVs and new Forester, Crosstrek, and Outback hybrid trim levels for U.S. customers. You can read about them in my report here for additional information.
Subaru is one of the smallest Japanese automakers, and they don't have the financial resources to launch a new Baja pickup along with the other models coming by 2030.
Fiction:
You can find many YouTube videos that say Subaru is bringing out a new Baja pickup. There are even images that these videos include that are made to look real. Check out my AI image above as an example.
I don't believe any of these reports, and neither should you. They are not true; they are total fiction. Their job is to get you to watch the video because the more views, the more money they make. They are professional YouTubers, and that's what they are good at.
Fact:
A new Subaru Baja pickup would not be a high-volume model. They would likely sell around 10,000 - 15,000 new-release Baja pickups a year in the U.S. market. However, they could sell more if they offered a Baja Wilderness trim in addition to a standard model.
The new Baja pickup's MSRP after development costs would likely be around $35,000 to $39,000 for the standard model and more for the rugged outdoor-themed Wilderness trim ($40,000-$45,000).
New pickup truck competition.
Subaru would be competing with pickup trucks like the new Ford Maverick. The starting price for the 2025 Ford Maverick is $27,890, and the top-of-the-line Lobo model starts at $42,090.
The good news is that Subaru would not be taking customers away from Ford. Subaru's faithful would be buying a new-release Baja pickup. Again, Subaru needs to recoup its costs to make it profitable.
Can they sell enough to make it feasible? That's the million-dollar question Subaru executives will need to figure out.
Now, here's new Baja information.
The last time I reported the U.S. Patent Office Baja trademark name update in my report here, Subaru of America renewed the patent name in June 2013.
But since that report, I discovered that on Friday, June 7th, 2024, at 9:27 am Easter Standard Time, Subaru of America renewed the BAJA nameplate again.
A Notice of Registration Renewal under Section 9 says, "The declaration of use or excusable nonuse filed for the above-identified registration meets the requirements of Section 8 of the Trademark Act, 15 U.S.C. §1058. The Section 8 declaration is accepted."
"Status: The registration has been renewed."
This is a significant development. Subaru of America keeps the Baja name alive.
The BAJA patent is live and registered by Subaru of America, not Subaru Corporation. This tells me Subaru of America wants Subaru Corporation to return the Baja pickup to its all-wheel-drive lineup sometime in the future. The question now is when.
The Baja pickup is the Subaru model I want to see revived, and it looks more promising now than ever. It appears that Subaru of America does, too.
Enthusiasts who want to see a new Subaru Baja pickup in the Japanese automaker's all-wheel-drive lineup have more hope after the latest U.S. Patent Office renewal. Stay tuned.
It's Your Turn
Would you buy a new Subaru Baja if Subaru of America offered the new pickup? Would you like to see an off-road Baja Wilderness trim level? Let Subaru of America know in the red 'Add new comment' link below.
I am Denis Flierl, a Senior Torque News Writer 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: Denis Flierl images
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Do you know what's ironic?…
Do you know what's ironic? It's YOU who kept starting the fake Baja rumors, year after year after year.
definitely would be…
definitely would be interested in a Subaru pickup truck however I want it to be a real truck something that can carry some payload. something in the size of the original Dakota. Love the 3.6 engine in my Outback so I would like to see that, but I don't need something as big as an F100 or Ram.
When I bought the 2019…
When I bought the 2019 Forester, it was the best vehicle on the market. The only negative is that it doesn't have the power to tow. Since then, other auto makers caught and passed Subaru with what America wants like a hybrid with more power for example. If you can put a turbo in an outback, why not a Forester?
I loved a lot of things about the Forester, and Subaru, but nothing exciting came out in 5 years!
So I put aside brand loyalty and bought a Hyundai Santa Cruz. It has all the power i was hoping for and is great to drive! And it's got the small truck bed I wanted to stop making such a mess inside the Forester.
I really believe that Subaru could do even better than Hyundai making a small truck . The pickup truck market in America is huge and if there were good small options then a lot of people would go smaller and go with a hybrid.
I will buy a Brat wilderness…
I will buy a Brat wilderness. I already own a Crosstrek and Outback wilderness. I also own an F-250. The Brat's size would fill/complete my niche better than the larger Baja.
I would definitely buy one…
I would definitely buy one. Honestly, I need a new vehicle, driving a Forester with 240 k on the odometer. I want a pickup, but I don't want a big one.
I would definitely buy a New…
I would definitely buy a New Subaru Baja and would prefer it to have a Wilderness Package from the factory. Easier and doesn't interfere with Warranties, of which I assume there will be... The Dream would be a Baja WRX/STI powered version... Let's have a Sake session to discuss that possibility...
I would definitely buy one…
I would definitely buy one in the Wilderness or off road model.i have owned two Subarus and look forward to another.
I would most definitely be…
I would most definitely be interested in purchasing a new Subaru Baja pickup if Subaru were to build it in the near future.
I own 2 Subaru Foresters a 2015 Touring and a 2017 Premium with the 6 speed manual. They are fabulous suv’s, I love them both and would be thrilled to have a new Baja based on the Forester platform. A Hybrid Wilderness model would be amazing!!!
Yes, Id love to see a new…
Yes, Id love to see a new baja.
I was kinda hoping they'd of been a thing by now.
The idea of a cross between an outback and tacoma is really appealing to me.
I love my tacoma but we travel a lot so a little more road friendly/ economical option sounds like a home run.
That would so wonderful if…
That would so wonderful if Subaru brought back the Brat. I definitely would buy one! I have been asking my dealer about wanting one for years but they keep telling me there’s nothing about it coming back.
Unless this had a locking…
Unless this had a locking rear diff and a proper trans not that crappy CVT I definitely won't be interested
I am really interested in…
I am really interested in the new Baja pickup,I hope Subaru is going to build them
Yes! I would definitely buy…
Yes! I would definitely buy a new Subaru Baja pickup and would love to buy a wilderness version!! Please!!!
I'm still driving my 2005…
I'm still driving my 2005 Baja I ordered from the factory. I love it. She's starting to show her age and I'd like to retire her. If I could afford a new Baja pickup, I would totally do it. I've got going on 20 years with this one. If that doesn't say something about Subaru quality, nothing will.
Yes... Very interested in…
Yes... Very interested in buying a new BAJA!!! Especially if it is an EV/Hybrid
Very interested in buying a…
Very interested in buying a new BAJA.. especially if it is an EV/hybrid
My husband really wants his…
My husband really wants his next car to be a pickup , I want subaru #3. The Baja reboot will be the answer to my prayers!
I have a 2016 Subaru Outback…
I have a 2016 Subaru Outback. I would very much like to be able to trade it in on a Subaru Baja (manual transmission and hybrid!) as I use an F350 diesel to haul my horses, but I need a more economical vehicle to drive on trips and to get feed and hay (hay makes a mess of the back of my Outback). Additionally, the back seat is for my dog!
I've owned an Impreza wagon,…
I've owned an Impreza wagon, a Forester XT, and now an Outback Wilderness. I remember the old Baja and would 100% purchase a new Baja.
I would love to see the Baja…
I would love to see the Baja in the future. We now have a Forester, but that would make both of us, my husband, happy. A truck and car at the same time!
Yes, absolutely! But it…
Yes, absolutely!
But it needs to be Ranger-sized, and Ranger-capable. That means, like the new Ranger, to be able to lay 4x8 sheets of building material flat on the bed floor. The new Ranger has 48.2” between the rear wheel wells. I think the Ridgeline has 50”. I would like to see 49”.
This truck should be more than a lifestyle vehicle. Again like the Ranger, it should appeal to contractors and tradespeople.
Finally it should a global vehicle to be sold in markets like Australia. That means both LHD and RHD models should be offered.
I am 6’3”, 235 male and I…
I am 6’3”, 235 male and I drive a 2020 Forester Sport. I would love a 4 door BAJA with the same head room and back seat cab space as my Forester. It would be ideal with a 5’ cab with the bed extender rail system same as the old BAJA. A Sport model is perfectly suited for everything, and a Wilderness model although not needed by most, would be super cool looking. The reality is that if it keeps the costs of production down, I would buy the Wilderness model if there were only one option. Just don’t model it with the Outback head height…because you will be limiting the pool of potential customers. At my height, the Outback drivers head room is too cramped.
Cheers!
I would absolutely buy one…
I would absolutely buy one if they come out. I need a small pickup with awd. I would love a wilderness trim version. And I'm very excited about all the accessories that could be available for offloading and overlanding adventures. Yes please and thankyou. I have a 2013 crosstrek and I love it.
Yes, please! I currently own…
Yes, please! I currently own a 23 Crosstrek and love it... But... A manual transmission Baja, would literally be the only vehicle I would trade it in for. (A Jeep Gladiator, Ford Maverick and Toyota Hilux killer) LOL! I would love to trade my XT with trailer for Baja with truck bed (and preferably 4 doors).
P.S. Deposit available, upon request for preorder (-_^)
If they do it right they…
If they do it right they could do very well with it. I have seen a few renderings that look outstanding. Needs to be very off road capable and powerful looking. If they come back with it like before looking like a car with a bed in the back it is not going to work.