Posted Tuesday, March 3, 2026 at 10:16pm
In customer clinics where Subaru showed regular-degular people the 2026 Trailseeker, most of them apparently guessed it was a Subaru even though the badges were covered up, according to the automaker. Pull quotes with descriptors given by said customers like “rugged and adventurous” and “spacious and versatile” are shown to us during Subaru’s morning presentation on our drive day for the brand’s new electric wagon, followed by lots of psychographic data about how genuinely outdoorsy, environmentally conscious and pet-loving its buyers are. Subaru clearly knows its customers, especially in this segment.
Unlike the Subaru Solterra/Toyota bZ and Subaru Uncharted/Toyota C-HR, the development and engineering of which Subaru and Toyota split pretty evenly, Subaru took on the bulk of the work for the Trailseeker and its Toyota bZ Woodland twin, including manufacturing them. Subaru is the master of affordable, off-roady wagons, after all, and with the Outback having grown tallier and boxier there’s room for the Trailseeker to come in and snatch up EV-curious folk whether they’re long-term Subaru fans or new to the brand. While the Trailseeker isn’t that different from the bZ Woodland at the end of the day, this wagon pair do feel the most Subaru-like out of the six EVs, and the Trailseeker’s design and lower price give it a definite leg up over the Toyota.
Read More: https://www.jalopnik.com/2113105/2026-subaru-trailseeker-ev-wagon-first-drive-review/
