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Subaru Could Bring Back a Cult Classic That Hasn’t Been Seen in 20 Years

Could rising demand for more affordable and smaller pickups influence Subaru to bring the Baja back?

Front view of a dark blue Subaru car with headlights on and a hood scoop, showing a spinning front wheel.Subaru
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By Chris Chin

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Pickup truck lovers be damned, Subaru is reportedly open to reviving the Baja. A once quirky, but very distinguishable standalone model in the company’s lineup, the Baja was Subaru’s hat-tip to the original Brat.

With the latest Outback rolling into showrooms globally, some are speculating about the Baja’s revival. All the more so because smaller, more affordable pickup trucks are growing in popularity.

Now, according to CarSales, Subaru’s Australia general manager, Scott Lawrence, stated that the return of the Baja may be a genuine possibility.

Leave it to the Aussies to ask about a ute

Black and gray Subaru Baja pickup truck with roof-mounted Baja lights driving on a dirt road.
The Subaru Baja is one of the automaker’s quirkiest and most beloved models.
Subaru

If you forgot about the Subaru Baja, you’re likely not alone. It was a low-production model produced between 2003 and 2006, making it one of the shortest-living nameplates in the automaker’s history.

Based off the third-generation lifted Legacy wagon, the Baja was not only an Outback with its rear-end chopped off. It was essentially a modern tribute to the original BRAT.

Red Subaru wagon and silver Subaru BRAT pickup truck parked on grass near a pond with golf course in background.
The Baja was basically a tribute and modern day rendition of the original BRAT.
Subaru

The BRAT, made from 1978 through 1981, was a Leone sedan with two doors lopped off and a pick-up bed instead of a conventional trunk. It was basically Japan’s version of the Chevrolet El Camino and the Ford Ranchero.

Not only was it a quirky piece of Subaru’s history, but it also eventually became a cult classic. And no other car came after the original BRAT, except for the Baja.

Four vintage Subaru BRAT pickup trucks in beige, silver, red, and yellow parked in front of a Subaru dealership building with a large Subaru sign.
Like the Baja, the BRAT was a limited-production special that gained a huge cult following for its quirkiness.
Subaru

Because the BRAT and Baja are among the few examples of a car-based pickup in automotive history, they stood out as truly unique pieces of machinery in an otherwise drab world of convention. It also ruffled and still ruffles the feathers of traditional pickup truck enthusiasts.

But the fact that Australians are considering its return also doesn’t come as a surprise. They’re the only ones who still appreciate car-based pickups, which are colloquially called “utes.”

So, are they going to make it?

Silver and gray pickup truck driving on a dirt road with two mountain bikes secured in the open bed.
With demand for more affordable, smaller and even car-based pickups increasing, Subaru could have reason to revive the Baja.
Subaru

During Subaru’s media drive for the Outback down yonder, CarSales asked Scott Lawrence about the prospect. To which he replied:

“There have been discussions of a ute…ute is a conversation and I can’t share much now. 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.”

Silver Subaru Baja pickup truck driving on a coastal road with ocean in the background.
The Baja is based on the third-generation Legacy Outback wagon.
Subaru

At first, Lawrence’s response sounds like the typical automaker reply of neither “confirming nor denying.” But Lawrence continued, saying that “Ute is a conversation and I can’t share much now, but it’s never a no.”

Rumors supposedly started floating around about a potential body-on-frame-based pickup from Subaru. The idea is that the automaker would tap into its partnership with Toyota to utilize the Hilux platform to make such a thing happen.

Yellow and silver Subaru Baja pickup truck driving on a dirt road with roof lights.
If Subaru wanted to make a Baja today, they could just take an Outback and chop its arse off.
Subaru

But the alternative, which most Subaru fans would probably prefer, would be the return of the Baja — especially with the more all-terrain-focused Wilderness model getting its second iteration.

“I think there is space for a monocoque-style ute,” Lawrence concluded. “That is a discussion with Subaru Corporation. Nothing to share at this point, but yeah, there’s a few irons in the fire.”

About the Author: Chris Chin is an associate editor at Gear Patrol, covering cars, trucks and anything else with four wheels. He has over a decade of experience writing news and reviews but considers himself an enthusiast first, with a passion for classics and European cars. His daily driver is a 1987 Mercedes-Benz 560SEL with nearly 250,000 miles (87,000 are his).

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