Rumor: Subaru Wants Back In The Pickup Truck Game

Subaru has never been a truck brand like Ford, Ram, Chevrolet, and GMC. In fact, over the course of its history, it has built just two pickup models, yet both left a lasting impression.

It's now been almost 20 years since Subaru last offered a pickup anywhere in the world, so it must be time for another kick at the can. Australian outlet, Carsales, recently spoke with Subaru Australia general manager Scott Lawrence, who indicated that the idea of a pickup is at least being discussed internally.

“Ute is a conversation, and I can’t share much now, but it’s never a no,” Lawrence said. While that definitely isn't an official green light, it at least suggests Subaru is having conversations about the segment.

A Look Back at Subaru Trucks

Subaru has offered two trucks in the past.

The first was the BRAT, short for “Bi-drive Recreational All-terrain Transport.” Launched in 1978 and based on the Subaru Leone, the compact pickup ran through two generations. It exited the U.S. market after 1987 but continued in other regions until 1994.

Subaru’s second attempt came much later. The Baja, introduced for the 2003 model year and derived from the Outback wagon, it just has a short cargo bed instead. Sales never matched expectations, and production lasted only until 2006.

What Would a Modern Subaru Pickup Look Like?

Lawrence referenced the possibility of a “monocoque-style ute,” which points toward a unibody construction rather than a traditional body-on-frame truck. Think Honda Ridgeline, Ford Maverick, or the now-discontinued Hyundai Santa Cruz.

One option could be a compact pickup based on the Crosstrek. By extending the wheelbase and adapting the rear structure into a small bed, Subaru could chase the same cohort who have flocked to the Maverick. Ford's compact truck has proven there’s demand for smaller, more affordable utility vehicles, particularly those built on car-like platforms. The other possibility is a similar play, just midsized and based on the Outback. That would pitch the Subaru closer to the Honda Ridgeline in terms of size and mission

As for branding, the “Baja” name inevitably resurfaces whenever Subaru’s truck future is discussed. But at this point, there’s no confirmation that any truck is even in active development, let alone one wearing a heritage badge.

A Role for Toyota?

Subaru’s ongoing partnership with Toyota could add another layer to the conversation. The two companies already share platforms and co-develop vehicles such as the BRZ and GR86, along with sharing Toyota's evolving portfolio of electric vehicles. In theory, Subaru could collaborate with Toyota on a pickup as well.

Toyota is already working on a compact, car-based pickup aimed squarely at the Ford Maverick. Last year, it was reported that the unnamed model has been in development for years and will ride on a version of Toyota’s modular TNGA platform, which underpins everything from the Camry to the RAV4. It's expected to show up as early as 2027.

Our Take

Sounds like a slam dunk, especially if the alleged Subaru truck shares its bones with a Toyota-developed compact truck. Toyota thinks it can sell between 100,000 and 150,000 units annually in North America, and the automaker believes its large global footprint will help reduce costs through economies of scale. You know what else helps amortize costs? Joint development.

“If we do this, it is going to be a Toyota truck. It needs to have certain capabilities, attributes, and functionality. It needs to be a workhorse,” Cooper Ericksen, head of planning and strategy for Toyota North America, explained last year.

While still far from actual reality, it definitely makes a great rumor.

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