The Subaru of America executives created the Outback because the SUV craze had at that point reached a fevered pitch with customers demanding SUVs and shunning Subaru's station wagons (even when equipped with all-wheel drive) based on image concerns, leaving dealers clamoring for a SUV-like product to sell.
The Outback turned out to be a success, handily outselling its Legacy progenitor. Clever ads featured Australian "Crocodile Dundee" star Paul Hogan using the Outback in adventurous situations where it was portrayed besting its competitors, notably the Ford Explorer.The Outback SUS (for "Sport Utility Sedan") was launched with a limited production test run sold in New England in 1999 and based on its success, was rolled out nationwide the following year.Other companies followed suit with similar raised four wheel drive station wagons as stop-gaps before their own SUVs were launched, or if they did not envisage introducing one. These included the Audi A6 Allroad, Volvo XC70, Alfa Romeo 156 CrossWagon and the Holden Adventra.
