Published April 3, 2026 at 5:31 PM (EDT)
Joe Kucinski has a decade’s worth of experience in automotive writing. Joe Kucinski, former SCCA competitor, certified high-performance instructor, and Porsche Club of America Regional Officer, brings an unique perspective to automotive stories. He is a writer and a driver, but can quote movies from the 80s. Joe also holds black belts in Taekwondo and Hapkido. Subaru produced a quirky little pick-up truck from 1978 until 1987 called BRAT. While the acronym BRAT may bring to mind Bart Simpson, or Dennis the Menace images, the actual name is Bi-drive Recreative All-terrain Transportation. Subaru advertised it as “Fun in the Sun”, with an “On-Demand 4WD” and two rear-facing jumpseats in the truck bed.
Wait until you open the hood to see the spare wheel sitting on the engine flat-four. The compact truck, however, was relatively cheap and highly efficient. People loved it. Subaru sold around 100,000 in North America during their production. Ronald Regan, the former president of the United States owned a Subaru BRAT. Subaru should bring the BRAT back.
A 2026 BRAT will be very different.
Do not hold your breath waiting for the jump seats. In the 1970s, a whole new era began. Back then, lawn darts with metal tips were thrown at one another. If the Subaru BRAT’s spirit could be revived it might sell well. Here are four good reasons for Subaru BRAT’s re-entry into the American market.
The boom in the compact pickup truck market is
.
Ford and Hyundai have made the compact pickup truck popular once again.
This market has boomed again.
In 2021, the Hyundai Santa Cruz was introduced just a few months after Ford Maverick. The Ford Maverick and Hyundai Santa Cruz have been very popular.
They are only getting more so each year. Ford will sell a record number of Maverick trucks in 2025.
Ford is expected to reach a sales total of 155,051 Mavericks. Subaru sold about the same amount of Outbacks in the past year. The Outback ranks third among Subaru’s models, behind only the Forester, which is the best-selling model.
Subaru would like to add a model as popular as the Maverick to its line-up.
The pickup trucks are becoming bigger, more complicated, and costlier. Americans continue to buy these trucks, but Maverick’s sales show that there is also a market for more fuel efficient, smaller pickups. They are more maneuverable and easier to park. The majority of truck owners do not need to haul a Caterpillar D4 Dozer every day. A small truck bed with modest towing capability is enough.
Many automakers are taking advantage of this and developing small trucks that will compete with the Maverick or Santa Cruz. Toyota confirmed they were working on a new compact truck to slot under the Tacoma.
This is a quiz
Test your knowledge
Subaru BRAT.
Do you think that you are familiar with the little scrappy truck which has charmed surfers, farmers and even the U.S. President? Put it to the test. Origins Design History Sale Legacy
Start
For what does BRAT in the Subaru BRAT’s official name stand?
ABidrive Recreational All Terrain Transporter BBudget Recognized All Terrain Truck CBidrive Rugged All Terrain Transporter DBasic Adventure Recreational Truck
You’re right! BRAT is short for Bi-drive All-terrain Transporter. Subaru chose this name in order to emphasize the dual-drive capabilities of its vehicle and its flexibility for outdoor activities.
Not quite — BRAT stands for Bi-drive Recreational All-terrain Transporter. Subaru selected this name in order to highlight the vehicle’s four-wheel drive system, which is part-time.
It also aims to appeal to outdoor enthusiasts. What year was the BRAT introduced to the American Market?
A1975 B1977 C1979 D1981
Correct! In 1977, the Subaru BRAT was introduced in America. Subaru wanted to be able to provide something different in the market, which was becoming more interested in fuel-efficient small cars after 1970s’ oil crisis. The BRAT was introduced to the American market back in 1977. The timing of its arrival was clever, as it capitalized on the growing demand for fuel-efficient cars in the United States after the mid-70s oil crisis.
Which unusual feature has been built into BRAT’s bed cargo to avoid U.S.
tariffs for trucks?
AA Fold-down Tool Storage Compartment BRear facing jump seats molded in the bed CA Fiberglass cargo cover classified it as an SUV DA Removable center console that mimics a passenger vehicle
Exactly Right! Subaru fitted rear-facing seats to the BRAT’s cargo bed, allowing it to be classified as an SUV rather than truck. This cleverly avoided the 25% “Chicken Tax” tariff for imported trucks. This was an example of clever regulatory judo.
Correct answer: the jump seats that are bolted to the cargo bed. Subaru classified the BRAT passenger vehicle by adding the seats.
This allowed them to avoid the 25% Chicken Tax that was applied on imported light trucks.
What U.S. President was photographed famously driving and owning a Subaru BRAT at his ranch?
AJimmy Carter BGerald Ford CRonald Reagan DGeorge H.W. Bush
Right on! Ronald Reagan was pictured driving a Subaru BRAT at Rancho del Cielo in California. This association gave the BRAT an American, rugged look and a lot of publicity. Ronald Reagan drove a BRAT at his Rancho del Cielo in California. Reagan’s images behind the BRAT helped to cement its rugged and outdoorsy reputation.
Go on
Which drivetrain did the Subaru BRAT originally use?
It was considered to be innovative at that time for a small pick-up.
A rear-wheel-drive with locking differential B Full-time 4-wheel-drive C Part-time 4WD with high-low transfers DPermanent All-Wheel Drive via asymmetrical layout.
Correct. BRAT was equipped with Subaru’s permanent all-wheel system, which had a symmetrical design. This layout at that time was very advanced.
It was able to achieve superior traction in comparison with traditional rear-wheel drive competitors, without the need for a transfer case. The BRAT actually used Subaru’s permanent four-wheel drive system with a symmetrical layout, a trademark of the company. The BRAT was a part-time truck that delivered power continuously to the four wheels, which gave it an advantage in terrain.
Proceed
Which Subaru model was the BRAT built upon?
ASubaru Leone BSubaru Justy CSubaru XT DSubaru LOYALE
Correct! BRAT is based on the Subaru Leone platform, which has been a popular and reliable vehicle for many years in the U.S. Subaru was able to keep BRAT production costs low by using components from the Leone.
Subaru Leone is the correct answer. Subaru was able to reduce costs and share components by using the platform of the Leone. In 1977, the BRAT was launched on the U.S. market. The Leone had already been established.
Subaru discontinued the BRAT on the United States Market in what year?
A1985 B1987 C1990 D1993
Correct! The BRAT was discontinued in the United States after 1987. Subaru decided not to update the design of the older truck to comply with newer standards for safety and emission. In fact, the BRAT in America was discontinued after 1987. Subaru decided to not invest in the BRAT platform’s modernization for the American market because the compact truck market was fiercely competitive. Continue
What Subaru executive has been widely credited for pushing development of BRAT, and championing the introduction of its American market?
AKenji Kita BHarvey Lam CMalcolm Bricklin DYuji Kashima
Right!
Malcolm Bricklin was the colourful entrepreneur that brought Subaru to North America and a major proponent of the BRAT for the U.S. Market. Bricklin was a master at spotting niche vehicles, which he demonstrated by the Bricklin SV-1. Malcolm Bricklin is the answer. He was the first entrepreneur to introduce Subaru cars in North America, and he played a key role in promoting the BRAT among American consumers. Bricklin was known for his unconventional cars.
He also designed the gull winged Bricklin SV-1 in the 1970s. You Score:
Thank you for playing! Thanks for playing!
Toyota-Subaru partnership (19459017)
Toyota can save Subaru millions of dollars by helping to bring the BRAT on market.
Talking about Toyota, it already has a 20 percent stake (roughly) in Subaru.
The relationship between Toyota and Subaru has produced icons such as the Toyota 86 and Subaru BRZ. The “shared DNA” plan saves R&D billions and is the blueprint for a BRAT of today. Subaru would not have to do it all alone.
They could adapt the robust, unibody platforms Toyota is developing for their own upcoming compact pick-up. Subaru can focus their efforts on the things they are best at by leveraging Toyota’s hybrid and chassis expertise. This would include a symmetrical all-wheel drive and an aesthetic that is outdoor-oriented.
Imagine a BRAT that has the efficiency and utility of the Maverick while also having the soul of the Crosstrek.
A Toyota-backed Subaru is a sure-fire hit for buyers who want to swap a gas-guzzler in favor of a more agile and lifestyle-oriented vehicle. Related
America requires affordable and efficient vehicles
.
Gas prices have increased dramatically
and new truck prices are also higher. The sticker shock for the average worker is real.
The price of a standard Chevrolet Silverado can easily exceed $70,000.
A Ford F-250 Platinum with its high-performance 6.7L Diesel engine regularly approaches six-figures. For many people, these incredible vehicles are simply out of their reach. It doesn’t end at the finance department. Fuel prices are volatile and filling up a Super Duty 34 gallon tank at over $5.30 per gallon can be a real financial shock. A modern Subaru BRAT can help Americans get a little break. The revived BRAT would not be an oil-guzzling monster; instead, it’d be either a hybrid high-efficiency vehicle or a completely electric truck. Subaru can offer an alternative rugged and agile that is priced between $30,000 to $40,000 while still handling the “real world” well.
A 1,500-lb. The utility of a 1,500-lb. payload is all that most drivers need. The Milwaukee M12 Fuel Combo Kit is available in
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The retro look is cool always
The modern version of classic cars is loved by many people
Many automakers revive classic names to attract nostalgic buyers. The massive popularity of the Land Rover Defender or the Ford Bronco, which were modernized versions of classic vehicles, shows that people are hungry for cars with soul.
Porsche is also faithful to its iconic 911 silhouette, even as it pushes the limits of performance.
The people don’t want to just have transportation, they also want a sense of connection with the classics. The cultural shift that has resulted in RADwood is a celebration of 80s and 90s car culture, which treats quirky cars of the past as if they were million dollar exotics. The Subaru BRAT is a unique vehicle that has remained popular over the years.
Subaru Credit
Subaru launched the BRAT in 1978 because they saw the demand growing for compact, smaller trucks. The same trend is still present in 2026. Subaru can capture Gen Xers’ and Zoomers’ hearts by combining 21st century safety and efficiency and the BRAT’s unmistakable legacy. A retro-inspired BRAT, in a sea full of oversized, anonymous trucks and SUVs would stand out, showing that you do not need to have a huge footprint to make a big impression.