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Open Letter To The New Subaru Top Execs - Bring U.S. This One New Model

Subaru of America gets an all-new executive team on April 1, 2023, and it's not an April fool's joke. And there is one new model the new execs should bring to U.S. customers.

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If the new team of Subaru of America (SOA) executives taking over on April 1, 2023, want to make the most significant impact, they should bring their U.S. customers a new model. Over the past ten years, Tom Doll, the President and CEO of SOA, was brilliant in re-shaping the Camden, N.J. automaker.

He brought the 2023 Crosstrek Sport with a 2.5-liter engine and the Ascent 3-Row family hauler to U.S. customers. Both were brilliant moves, and the Crosstrek is the most important success story.

2024 Subaru Baja pickup
photo credit: Battle Wagon Gang

Now the new SOA executive team of Tadashi Yoshida (Chairman and Chief Executive Officer), Jeffrey Walters (President and Chief Operating Officer), and Troy Poston (Senior Vice President of Sales) should petition Subaru Corporation to build a new Baja midsize pickup for U.S. customers.

A revived Baja nameplate and new Baja Wilderness pickup would be the hottest new vehicle to hit the market, just like the Crosstrek subcompact SUV that brought SOA to the next level. It's what outdoor enthusiasts want and what Subaru of America needs.

2024 Subaru Baja pickup
photo credit: @catchme_outback

If this new team wants to be remembered as fondly as Tom Doll, this big move will put their names in the Subaru hall of fame. Doll is already there, and this team must take risks to be there with him.

A new Subaru Baja pickup would not be that risky. The American customer has been asking for one for years. The pickup segment is the hottest in the U.S. and will remain so in the future.

Subaru of America's biggest challenge is figuring out where to build the new resurrected Baja pickup. Subaru will need to either expand the factory in Lafayette, Indiana, or transfer production of the Legacy sedan to Japan, making room for the Baja like they did the Crosstrek and Impreza swap.

Of course, the all-new 2024 Subaru Baja pickup would feature the brand's core values of safety, fun-to-drive, all-wheel-drive, fuel-efficient, a low center of gravity, and dual-function X-Mode for all-terrain capability. In addition, the new Baja pickup would be extra rugged and ready to get U.S. customers further off the grid.

Subaru executives, imagine an all-new 2024 Baja Wilderness with a 2.4-liter turbocharged Boxer engine producing 260 horsepower. The more rugged Baja trim could lead the segment with extra ground clearance, all-terrain tires, and underbody protection for off-roaders. Subaru, you wouldn't be able to build them fast enough.

The all-new executive team that starts on April 1, 2023, likely won't be known as the April fool's Jokers. But if the Subaru Baja pickup is the only new model you bring to U.S. customers in your tenure, your legacy would be carved in granite, like Tom Doll.

Let the new Subaru executive team know what you think they should offer U.S. customers. Leave your ideas in the comment section below.

You Might Also Like: The New Subaru Baja Wilderness You’ll Want To Play In The Dirt With This Summer

Denis Flierl has invested over 30 years in the automotive industry in a consulting role working with every major car brand. He is an accredited member of the Rocky Mountain Automotive Press. Check out Subaru Report, where he covers all of the Japanese automaker's models. More stories can be found on the Torque News Subaru page. Follow Denis on Facebook, Twitter, and Instagram.

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Photo credit: Subaru USA

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Charles Reder (not verified)    March 27, 2023 - 6:37PM

I bought a 2018 Subaru Crosstrek, I've put 170000 miles on it, the only thing I have had to do is rear brakes twice, and new tires. I am waiting patiently for the Baha. Will not part with my Crosstrek. I will then have two great Subarus in my driveway.

Richard Epstein (not verified)    March 28, 2023 - 6:26PM

In reply to by Charles Reder (not verified)

I assume that you've replaced the cvt and differential fluids.
If you have replaced those fluids, at what mileage were those services performed? Also does your engine consume oil?
I own an 2018 Trek as well only having 36k miles

Samuel Fung (not verified)    March 27, 2023 - 11:48PM

A Baja Wilderness would be awesome to have. I think it'd do pretty well especially with people who already own a Subaru and know what the name comes with.

And if the Legacy Sedan isn't doing so well in sales since not many people are buying sedans these days, how about producing the Levorg for US consumption? I'd seriously consider buying one of those over an Outback. I don't have anything against the Outback, but I like the size and styling of the Levorg more.

Tim Whynot (not verified)    March 28, 2023 - 12:01PM

I agree that a new Baja wouold be a big seller. Should do it while still selling gas vehicles to take advantage of Subaru's symmetrical AWD advantages

SaltyT (not verified)    March 28, 2023 - 12:11PM

I love the idea of the Subaru Baha concept above!
I also love that Subaru has finally started adding more powerful engines to the lower models - however, one model is missing from having the option of the added extra horsepower and torque of the 2.4 Turbo;
The 2024 Forester!!
Please Subaru, add the XT moniker back to the Forester lineup for 2024 to include the Wilderness, Limited and Touring trim models.

My wife and I as well as many others have CASH in hand waiting for this to happen!!

Loren Anderson (not verified)    March 30, 2023 - 9:49AM

As the proud owner of a 2006 Baja Turbo with 187,000 miles on the odometer, I have always said that I will NOT get rid of it until Subaru brings out a replacement for it. I really don't need the Wilderness trim level, and hope they offer more basic trim levels as well. But, it be new Baja MUST have the pass-thru to the cab, to set it apart from the competition (Hyundai Santa Cruz and Ford Maverick) and to make it as versatile as the previous version. PLEASE make my new truck!

Nessa (not verified)    March 30, 2023 - 7:09PM

Bring on the Baja! Just don't make the same mistake Hyundai made with the Santa Cruz, truck bed too small, price too high and no hybrid option.
Ford is killing it with the Maverick, but people are sick of the extended wait times and dealer markups that verge on insanity.

John (not verified)    March 31, 2023 - 2:39PM

SOA have got to come and take a look at Anchorage Alaska. There is no place in the US I've ever seen so many Subaru cars. Literally half if not more of all cars at a stop light are subaru. The used market is outlandishly flourishing. And we only have one single dealership!!. Their commercial jokingly states that subaru is the official state car of alaska. Seriously, come see it for yourself. Anchorage and the Mat-Su valley.
About the new Baja, ...more trucky less topless station wagon. Offer different cab arrangements and different bed lengths, a decent truck hight of ground clearance (it is needed here), conservative engine choices for the Uber yuppies and also an appropriately powerful engine for the rest of us . Oh, and also consider giving it a usable payload capacity. (500lbs isn't gonna do it, half ton will get a lot of people's eyebrows raised and converted. Tacoma reigns up here but the mpg and average 4x4 traction is mutteled about. Upper 20s low 30s and VDC/Xmode WILL bring waves of converts. I'll be one.

Edward Martinez (not verified)    April 1, 2023 - 12:28AM

I will be moving to Idaho in just over a year and will need to get a truck. I wish Subaru would make a great midsize truck or will I will get a Tacoma TRD. They are great trucks, pricey, hard to get but I believe Subaru is better designed for my needs.

Helen (not verified)    April 2, 2023 - 1:42PM

We seniors need a Subaru like a Forester with high seats for easy entrance and exit plus good visibility. Also need it to have a comfortable less bumpy ride and a much quieter ride so we can converse without hollering when we are on the freeway. Must have AWD.

Jeff A. (not verified)    April 3, 2023 - 12:10AM

I've been waiting 6+yr's for Subaru to come with a mid to full size truck and/or van. I will trade-in my Outback just as soon as I see one or the other hit the showroom floor.

Chris (not verified)    April 3, 2023 - 11:07PM

What they really need to make is a Subaru version of the honda element. A true trail camping utility vehicle. Could be on Ascent frame - just an off road, plastic clad van tricked out for sleeping and camping in. Considering all the camper vans sell for 80k or more ... they have some wiggle room for a decent mark-up on it too.

Also ..those honda element buyers are right in subaru's demographic. They are looking for utility not flair.