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I've always been a fan of the Baja, but felt like it's too dated for me at this point. When I saw the Santa Cruz, I got really excited that I could drive a modern Baja. I've seen quite a few other people make the comparison, but didn't realize just how similar their paths are marketing wise. Subaru's marketing also made the point to not call it a truck, but rather a "multiple choice vehicle" (compare to "Sport Adventure Vehicle") . This ad also seems to be marketing the same concept to the same demographic. Additionally both names obviously reference locations along the same Pacific coast. The abandoned yellow color for the SC also could draw comparison. As a fan of the Baja I think the similarities are really cool, but I just wonder why you take pages from a losing playbook (sales wise) unless you think the market has changed that much. But the Baja was brought out in large part because they thought demand for the brat concept had grown. They planned 24,000 units per year, but ended up making 30,000 in 4 years.
TLDR: The SC seems intentionally similar to the Baja. Why will the concept work now?
TLDR: The SC seems intentionally similar to the Baja. Why will the concept work now?