The Next-Gen Subaru Baja You Want Now

Would you like to see a next-generation Subaru Baja pickup?

If you are like many Subaru enthusiasts, the most wanted new Subaru model not in the lineup now is the Baja pickup. This unique vehicle, produced from 2002 to 2006, pioneered the crossover pickup segment. Unfortunately, it didn't last.

Can you imagine what it would have evolved into today? 

I found a rendering from Instagram user f440ffroad, which is the best I've seen of what it may have looked like if it had not been discontinued. I've included a few of the pics throughout. 

Is it possible that Subaru Corporation will design and offer customers a new Baja pickup again? 

Anything is possible, but will it happen?

Yes, the possibility is real. The main reason is that Subaru of America (SOA) still has patent rights to the Baja pickup name. It's Subaru of America, not Subaru Corporation. This means that SOA still wants to bring it back, and they still need to convince Subaru's chief decision-makers in Japan that they need to do it. 

Subaru still holds the patent rights.

I wrote in my report here that while scouring the U.S. patent 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. 

The Baja patent is live and registered by Subaru of America, not Subaru Corporation. This tells me Subaru of America still hopes Subaru Corporation will return the Baja pickup to its lineup sometime in the future. 

It's a hope, not a guarantee. 

Like many of you, the Baja pickup is the Subaru model I want to see revived. Subaru of America does, too. Many Subaru enthusiasts would like the Baja revised, too.

However, Subaru of America has not renewed the BRAT name, which is another small Subaru vehicle that was discontinued. Subaru of America abandoned that name in 2003 and did not renew it. But they haven't given up on the Baja. 

Enthusiasts who want to see a new Subaru Baja pickup in the Japanese automaker's all-wheel-drive lineup still have hope.

It doesn't cost anything to dream. 

I would like to see the Baja pickup with a 2.5-liter Boxer engine, and a Baja Wilderness trim level with rugged upgrades over the standard model. Imagine a 2.4-liter turbocharged Boxer engine, enhanced ground clearance, and off-road tires. 

Both models would sell well and be a hit in the American market. The all-new next-gen Baja pickup would have to be priced in the $35,000 -$40,000 price range to be profitable for the Japanese automaker.

They have to pay for R&D, and Subaru would have to be able to design and manufacture the new Baja pickup on a new assembly line somewhere—hopefully, the U.S. plant in Lafayette, Indiana.

While it would take a few years for Subaru to recoup its investment, the potential for the new Baja pickup to be an immediate success is high. 

It's Your Turn.

What are your thoughts on the potential return of the Baja pickup? Do you think it would be a successful addition to Subaru's lineup? 

Would you buy an all-new, next-gen Subaru Baja pickup? What features would you like to see in the new Baja pickup? Click the red Add New Comment link below and let us know your thoughts.

I am Denis Flierl, a Senior Torque News Reporter since 2012. My 30+ year tenure in the automotive industry, initially in a consulting role with every major car brand and later as a freelance journalist test-driving new vehicles, has equipped me with a wealth of knowledge. I specialize in reporting the latest automotive news and providing expert analysis on Subaru, which you'll find here, ensuring that you, as a reader, are always well-informed and up-to-date. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Denis Flierl via Instagram user f440ffroad