How does the Baja compare to the average SUV? Let's say a 4x2 Toyota 4Runner for example.

Baja has AWD.  I tried to get it stuck in the sand and could not.  (though I did get it stuck in a ditch).

4Runner was 4x2.  Not a fair comparison, sure.  But it does gets stuck in the sand sometimes. 

Baja cargo capacity less than 4Runner - obvious. 

Baja has lower ground clearance.  7.4  inches for the 2003 model and 8.4 inches for the 2004. This also makes it easier to load kayaks on top.

4Runner has excellent ground clearance - 10 or 11+ inches!   And tall!  Hard to load a kayak on top of that thing.  Let's not even discuss the roll-over potential...

A new 4Runner costs about $29k with 4x4.  Baja cost me $20,460.  Dealers couldn't sell them so they discounted heavily and Subaru chipped in with a $2k rebate. 

New 4Runner has a powerful V6 or V8 ($$$).  Baja has a less powerful (165 hp) though more economical 4-banger.

So, to summarize, Baja is a car-based pick-up hybrid with a beefed up suspension.  It's less truck than a 4Runner, but also a lot less bucks.  Cheaper to run, also, at 25+ MPG vs the 4Runners 18-19 MPG.

I loved my 4Runner, it's a great truck.  But honestly, how often does one utilize 100% of the cargo capacity?  Rarely, if ever.  I'm glad the Baja didn't sell well.  I saved $5k off sticker price!  With the savings, I could get it lifted a couple inches anyway.