Hello stormrowdiness :D.
Baja - pronounced 'ba-ha' is a state in Mexico bordering california. Its mainly a desert plain with a coastline attached to it. Baja is known for its 'Baja Rally' where all sorts of motorists test their metal .... bikes to trucks (everything inbetween included).
Its the rally-race center for 4x4s in the North Americas and thus alot of brands have associated themselves to its name.