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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