Struggling Sales Could Kill the Scion FR-S and Subaru BRZ

BOLD RIDE

Copyright © 2015 Bold Ride LLC.

 

Posted by Jeff Perez

 

Remember when Toyota announced the GT 86 platform and enthusiasts everywhere went nuts? After all, the GT 86 — Scion FR-S/Subaru BRZ here in the States — was the rear-wheel drive, manual answer to everyone’s wishes. Well, it looks likes wishes don’t necessarily equate to sales, as we’re quickly finding out.

Last year, websites and magazines had called sales numbers of the Toyobauru twins, “disappointing.” Though, we quickly debunked that with a little bit of research. Checking back on the numbers between now and 2014, though, Scion FR-S sales have dropped 19%, with Subaru BRZ sales plummeting 44%. It’s a sad, sad day for enthusiasts, especially if they want to keep these two cars around.

The bigger seller of the two, Scion managed to move 921 FR-S models in January 2014. This year, they’ve moved significantly less with 746. No reason to panic just yet over at Toyota HQ. Subaru, on the other hand, sold 592 units in January of 2014 to begin with (which was right near target). This year, only 330 units moved in January, and that’s decreasing going into the end of February already.

When you look at more expensive competitors in the segment, things only get more disappointing. Subaru moved 2,431 WRX cars last month, a 58% increase over 2014. Volkswagen sold out of 500 pre-orders for the new Golf R before anyone even had a chance to drive them. And even the horrid Nissan 370Z (448, January 2015) is moving more units per month than the Subaru BRZ. But what does it all mean for the Toyobaru twins?

It’s not looking good, if we’re being honest. Mazda just released a brand new Miata, and apparently it’s fantastic. Volkswagen is moving a bunch of GTIs, and both the Mustang and upcoming Camaro are putting out more power in a base four-cylinder engine than the FR-S and BRZ. Not to mention the ongoing struggle between Toyota and Subaru execs regarding the platform.

It seems like the two cars just can’t keep up — both literally and figuratively. Unless Subaru and Toyota decide to pull more power and more torque from the vehicle, American buyers won’t be interested. Problem here is that Subaru doesn’t want the BRZ eating into WRX sales and Toyota won’t let go of the Scion badge.

It’s going to be a rough year for the Toyobaru twins. Let’s hope something fresh is on the way.

_____________________________________