The Japanese brand revived the concept in the 2000s with the Outback-related Baja, which had a four-year run from 2003 to 2006. Following the Ford Maverick's sales success, there have been rumors that Subaru may return to the American market with a new pickup. And, interestingly, Subaru is not ruling one out.
Subaru Has Been Having Conversations About Building A New Compact Pickup
Subaru Australia General Manager Scott Lawrence spoke with CarSales. He did not confirm that Subaru will build a new compact pickup for the Australian website. But he noted that there have been conversations with Subaru about building a new pickup, and that the prospect is "never a no."
“There have been discussions of a ute … ute is a conversation, and I can’t share much now,” Lawrence told CarSales. “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."
A Potential Subaru Baja Replacement Could Be A Toyota Collaboration
What's less clear is what sort of small pickup truck Subaru would build. A collaboration with Toyota, Subaru's largest shareholder, seems the likeliest route for Subaru to introduce a pickup. There have been reports about a Subaru electric truck based on the potential EPU-based truck Toyota is working on. There is some logic here, as Subaru's current EV lineup is rebadged Toyotas. Toyota teased a pickup truck as one of the EVs it plans to launch in 2026.
A Subaru version of a potential Toyota Stout compact pickup, based on the Toyota Corolla, could be another option. CarSales also raises the idea, admittedly less likely, of Subaru offering a pickup version of the new Outback with a bed cut out.
Will Subaru Bring A Pickup To The US Market?
If Subaru decides to build a new pickup, selling it in the US would likely be its primary goal. America is Subaru's largest market by far. The brand sells more cars in America than it does in the rest of the world combined. It would be unusual for Subaru to develop a new car that would not sell in the US market. But dependence on the US market also means Subaru is subject to that market's recent volatility.
Even though Subaru builds many cars in America, tariffs have been eroding the brand's profit margin. Lower profit means less money to invest in development, especially for a vehicle that would not be guaranteed to succeed.
It's Worth Remembering Why Subaru Canceled The Baja
The Baja had only a four-year model run from 2003 to 2006. The reason that Subaru discontinued it was disappointing sales. Subaru was selling fewer than half of the Bajas it had initially anticipated when the model launched. It's possible the Maverick signals renewed interest in a compact pickup.
But it's also possible, as some have intimated, that the Maverick's sales success has been siphoning sales that would otherwise go to models like the Ranger. Notably, the closest thing on the market to the Baja, the Hyundai Santa Cruz, may have a similar short lifespan due to weak sales.
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