The compact pickup truck segment is currently experiencing significant growth, with models like the Ford Maverick and Hyundai Santa Cruz gaining popularity since their launches in 2021. In 2025, Ford achieved record sales of 155,051 Mavericks, indicating a strong consumer demand for smaller, efficient trucks. Subaru, which sold approximately the same number of Outbacks last year, is well-positioned to capitalize on this trend.
Originally produced from 1978 to 1987, the Subaru BRAT was a unique compact truck known for its quirky design, including rear-facing jump seats and an unconventional engine layout. The vehicle was marketed as a "Fun in the Sun" option, appealing to a wide audience, with around 100,000 units sold in North America during its production run. Given the current market dynamics, there is a renewed interest in reviving the BRAT.
Subaru could benefit from introducing a modern version of the BRAT, especially as other manufacturers, like Toyota, are developing their own compact trucks. As the demand for smaller and more maneuverable vehicles increases, a new iteration of the BRAT could attract a significant customer base looking for practicality without sacrificing style.