Subaru has been flirting with a comeback into the North American Truck market, and many people are going crazy over it. The automobile division of Japan’s conglomerate first launched the Baja two decades ago, but a reboot is in order.
What can you expect from the new compact pickup? The Subaru Baja was launched back in 2003 as a compact pickup with a cabin crew design, but the truck was discontinued in 2006. The company had failed to convince buyers and pursued better opportunities. Now, Subaru feels that times have changed along with consumer preferences.
Buyers are no longer looking for full-size or even midsize trucks; they want flexibility without the commitment to a full-size F-150 or Tundra. Even a midsize Tacoma seems excessive. What they want is a truck that behaves like an SUV, packing comfort and elegance that make urban-centered driving more convenient while still having the ability to haul when needed.
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Market Dynamics and Subaru’s Strategy
These changes in market dynamics have spurred Subaru executives on. They feel the time is right for the Baja to make a comeback. The company has apparently decided to create hype for the new truck, building it behind closed curtains.
Dealers around the country have been putting out subtle and not-so-subtle messaging hinting at a Baja comeback. Recently, an April Fool’s post by a New England dealer went viral, announcing the launch of the Subaru Baja. Though it was a hoax, it showed the company’s and dealers’ interest in the project. Loyal Baja enthusiasts have been waiting for a comeback for years, and Subaru has decided to heed their requests after putting them off for nearly two decades.
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Re-Imagined Baja
Although Subaru is retaining the original nameplate, it is planning a substantial overhaul of the old Baja. The new Subaru Baja will likely build on the compact pickup concept that Subaru launched in 2003. We still expect the new Baja to be based on the Outback, like its predecessor.
The Outback is already one of the most off-road-friendly SUVs, incorporating a station wagon body while retaining SUV-like comfort. This technical superiority is why the Subaru Baja will be a strong candidate in the compact market.
However, it will still compete against the Ford Maverick and Hyundai Santa Cruz. Toyota is also likely to launch its Toyota Stout next year, making the competition stiffer. Subaru’s strategy team has taken stock of the evolving situation and adjusted its plans accordingly.
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Powertrain Options
For the new compact truck to be successful, Subaru will need to pay close attention to what’s under the hood. Fortunately, the company does not need to look far for engine options. The Outback supports a 2.5L engine and a 2.4L turbocharged engine for different trims.
The company also utilizes these engines for its Subaru Legacy, meaning company engineers trust these tried and tested setups to yield reliable results. The 2.5L engine will be powered by 182 horses, while the 2.4L turbocharged engine will be pulled by 260 horses. However, the company will likely not deliver a hybrid setup like the Ford Maverick, which could be a setback for the new pickup’s popularity.
The Maverick’s hybrid setup has been successful due to its amazing fuel efficiency compared to gasoline engines, which is increasingly important given historically high gas prices. Subaru will need to innovate to offer a hybrid powertrain, though it may be challenging in the short term.
Fuel Economy and Emissions
Without hybrid setups, Subaru will struggle to rival the Ford Maverick’s industry-leading EPA ratings of 42 MPG in the city and 33 MPG on the highway. However, the new Subaru Baja will outshine the Maverick’s gasoline engines. The 2.5L engine is rated for 26 MPG in the city and 33 MPG on the highway for the Subaru Outback.
The turbocharged 2.4L engine is rated for 23 MPG in the city and 30 MPG on the highway. The Maverick can only achieve 22 MPG in the city and 29 MPG on the highway with its gasoline powertrain. Fuel efficiency holds different levels of importance to different people, particularly those who drive long distances or use their vehicles for business.
Vehicles with better fuel efficiency also produce fewer emissions, which helps reduce the overall environmental impact. This is increasingly important as buyers consider the environmental impact of their vehicles.
Towing Capacity
The towing capability for the new Subaru Baja will be surprisingly better than the Maverick. The more expensive trims will likely be able to tow 5,500 lbs, a significant advantage over the Maverick, which can only tow a maximum of 4,000 lbs, with hybrid trims only capable of towing 2,000 lbs.
The Subaru Baja is expected to start around 3,500 lbs for the base trim. High towing capacity is essential for those who need to tow heavy loads regularly. While compact pickup buyers are often focused on urban driving and may not require high towing capacities, those who use their truck for commercial purposes will value it. Subaru’s superior towing capability will entice buyers who need more robust towing options.
Price Competitiveness
The Subaru Baja is expected to be an amazing truck. Subaru has a strong foundation and a history of success, having produced trucks like the Baja and Brat. It also has a set of successful SUVs like the Outback and Legacy to draw from. However, the success of the new truck will depend significantly on price competitiveness. The compact pickup market is price-sensitive, with buyers looking for flexibility, comfort, and affordability.
Economic circumstances have strengthened this sentiment. Subaru’s primary rival, the Ford Maverick, prioritizes price competitiveness. At its launch, the Maverick’s base trim was priced around $20,000. Although prices have increased, the Maverick remains the cheapest truck.
Dealer premiums, due to high demand and production limitations, mean actual prices are higher. Subaru might exploit this by pricing the Baja competitively. We expect Subaru to start at par with the Maverick, around $25,000, with more equipped trims priced higher. If Subaru manages to install plug-in hybrid powertrains, these will be priced around $35,000.
Release Date
News on the release front is positive. Subaru wants to expedite the process and make the new truck available as soon as possible. Expect a formal announcement around autumn if you’ve been waiting for the Subaru Baja’s comeback. This announcement will be welcome news for many enthusiasts and potential buyers looking forward to the new model.
