With my family and friends It seems to split about 30% Subaru and 70% Toyota. We have had no reliability issues with either brand.
I have a Tundra and a Tacoma. For my part, I would (and will in a few years) go with a new Tacoma Double Cab. It will have an easy to remove LW canopy with rails and a basket. I often use a smaller utility trailer with the one I own now.
For her most recent purchase, my wife chose a new (2017) Outback. Her earlier car was a Camry. She doesn't see much difference (she wanted a back up camera. It gets very little off road use and predictably handles well in snow and ice. It works OK with the familyLab but not as well as the pickups.
One son's Subaru got lots of off road use and except for ground clearance it worked well. My country sister loves hers for mimicing Crocodile Dundee.
Our youngest at 35 is on his fourth Toyota Tacoma (a 2018). He tends to run them into things well before they wear out.
