Subaru marketed the Baja in the United States, Canada, South Africa, and Chile. In the United States and Canada, Subaru marketed the Baja as a "multiple-choice vehicle." Limited advertising, late arrival of the turbo-charged model, heavily styled lower-body plastic cladding and a yellow-and-silver introductory color scheme discouraged broad appeal. James Healey, writing for USAtoday at the time of the Baja's introduction called it a "controversial fashion statement with limited utility". The Baja received the 2003 and 2004 J.D. Powers's APEAL Award—measuring owner delight with the design, content, layout and performance of their new vehicles for "Most Appealing Compact Pickup" and the Consumer Reports 2006 highest score for reliability in the pickup truck category. With Subaru projecting to sell 24,000 per year, 30,000 were marketed over four and a half years. In 2007, Subaru of America reached agreement with Toyota Motor Corporation allowing Subaru Indiana to manufacture Camrys to meet Toyota's excess demand — and enabling Subaru to reassign the Baja production line and maximize plant utilization. Subaru discontinued Baja production in April 2006. Subaru stock-piled an inventory of 2006 models before discontinuing production, allowing dealers to continue to sell 2006 models as late as February 2008. The Baja was removed from the Subaru USA website on July 31, 2007, following its removal from the Subaru Chile website in April 2007.
2003: the launch model featured leather seats, power driver's seat, and sunroof. A lower priced "Sport" model, equipped with cloth interior and manually-adjustable seats followed later in the production year, also without color-keyed exterior door handles and mirrors, four-beam headlamps, leather shift and steering wheel, front door puddle lights or an illuminated ignition key ring.
2004: introduced a new 2.5-liter turbocharged model producing. This model featured standard manual or optional automatic transmission with Sportshift, a large hood scoop and color-matched exterior door handles and side mirrors. All models received increased ground clearance to.
2005: all models were given a further increase in ride height, a power outlet in the center console, rear seat back net pocket, and turbocharged models with leather offered a new tonneau bed cover.
2006: the turbocharged variant received an optional package that included leather trimmed upholstery, heated seats, special alloy wheels, a hard bed cover, and the sport-mode automatic transmission. All models received an enhanced security system.
