Subaru once again expressed its interest in the mid-size pickup truck market. Recent renderings of a potential Outback-based pickup truck, released by automotive rendering designers, are not merely imaginative but also practical hints about the brand’s future strategy. This signals the potential for expanding the vehicle lineup with Subaru’s signature all-wheel-drive system and horizontally opposed engine.
Currently, Subaru achieves stable results in the North American market with its SUV lineup, including the Crosstrek, Forester, and Outback. However, the pickup truck segment remains an empty space within the brand. Given Subaru’s minimal presence in the pickup truck market, the release of this rendering suggests a commitment to fill that gap.
Modern Sensibility Infused
Unibody Pickup Anticipated
The recently revealed rendering of Subaru’s mid-size pickup truck is based on the latest Outback and features a unibody design. The front end showcases Subaru’s signature grille and LED headlights, giving the vehicle an SUV-like appearance, while the rear cargo space emphasizes the practicality of a true pickup truck. This combination may appeal to consumers seeking the convenience of an SUV with the functionality of a pickup.
The cladding design applied to the vehicle’s underbody, off-road-style wheel arches, and roof rack targets North American consumers who enjoy an outdoor lifestyle. Notably, adopting a unibody structure mirrors a strategy similar to Honda’s Ridgeline, which provides a comfortable ride and excellent urban driving performance. This makes it an ideal option for those who want a truck as easily handled as an SUV.
Although Subaru has not yet disclosed specifics about the powertrain, Subaru’s signature boxer engine and symmetrical AWD system will likely be standard. This setup would provide the sporty driving performance and robust off-road capabilities needed to compete with other models in the segment. Additionally, using the existing platform could result in cost savings and a quicker time to market.
Balancing Brand Identity and Profitability
Although Subaru has not officially announced plans to launch a pickup truck, industry insiders consider the possibility of the brand entering this market. Given Subaru’s strong sales in North America and its growing SUV-focused brand image, a pickup truck could become a key part of its future strategy. With high brand loyalty among U.S. consumers, the new model could be well received.
If Subaru enters the pickup truck market, its competitors include mid-size pickup powerhouses like the Ford Ranger, Chevrolet Colorado, and GMC Canyon. Subaru must maximize its traditional advantages in safety, fuel efficiency, and driving performance to differentiate itself. Sharing the Outback’s platform could also help Subaru achieve efficient development and quickly respond to market demands.
Ultimately, Subaru’s decision could become the final piece of the puzzle for brand expansion. Transitioning from SUVs to pickup trucks represents a strategic shift that can satisfy profitability and identity. While the actual production remains uncertain, consumer expectations are already rising.
