Which Automaker Should Make A New Pickup Truck Next?

Why It Matters

The pickup market’s scale and shift toward electrified midsize trucks create a lucrative opening for legacy brands like Subaru to re‑enter and capture new consumer demand.

Key Takeaways

• Ford sold 828,000 F‑Series trucks in 2023
• Kia and Hyundai target body‑on‑frame pickups by 2030
• Subaru discontinued the Baja in 2006, never revived
• Midsize truck sales surge, driven by Ford Maverick

Pulse Analysis

The United States continues to dominate global pickup sales, with the segment accounting for roughly 30% of all new‑vehicle registrations. Consumers prize trucks for their utility, towing capacity, and increasingly, their affordability in the midsize category. Ford’s Maverick, priced under $25,000, sparked a wave of interest that has prompted legacy OEMs and startups alike to accelerate development cycles, especially as regulatory pressure pushes manufacturers toward electrified powertrains.

Electrification is reshaping the pickup landscape. Companies such as Ford, with its upcoming compact electric F‑150 Lightning, and emerging players like Scout and Slate, are betting on zero‑emission models to meet both consumer demand and tightening emissions standards. Meanwhile, Kia and Hyundai have publicly committed to body‑on‑frame trucks by 2030, signaling that traditional truck architecture will coexist with new EV platforms. This dual‑track approach offers automakers flexibility to serve both conventional and eco‑conscious buyers.

Subaru’s potential re‑entry via a modern Baja could tap into several strategic advantages. The brand’s all‑wheel‑drive pedigree and reputation for rugged reliability align with truck buyers seeking off‑road capability. Leveraging the current Outback platform—or its upcoming Trailseeker EV—would reduce development costs while delivering a vehicle that bridges the gap between compact crossovers and full‑size pickups. A revived Baja could also differentiate Subaru in a crowded market, appealing to younger, lifestyle‑oriented consumers and expanding the company’s profit pool beyond its traditional SUV niche.