Toyota’s GR86 is significantly outpacing its sibling, the Subaru BRZ, in US sales, raising questions about what might be driving this fundamental disparity between two nearly identical cars.
Short Summary:
- GR86 outsells BRZ five to one in the US market.
- This sales gap partly attributed to Toyota’s larger dealer network.
- Subaru BRZ faces a concerning decline in year-to-date sales.
When it comes to compact sports cars, Toyota’s GR86 and Subaru’s BRZ share almost everything except for their badge. Despite their near-identical specs, a stark difference in their sales figures has emerged. As of June 2024, Toyota has sold 7,467 units of the GR86 in the United States, a stark contrast to the 1,414 units sold by Subaru for the BRZ. This five-to-one sales ratio has industry experts baffled. While many factors could contribute to this disparity, most point to Toyota’s more extensive retail network and pro-active marketing strategies as primary reasons for this gap.
Frankly, the divergence in sales between these two vehicles is both surprising and notable. Toyota reported that the GR86’s demand has surged by 41.9% this year. In stark contrast, Subaru has seen its BRZ sales plummet by a staggering 43.7% from January to June, and we are left to dissect the factors behind this dynamic sales landscape.
When contacted by industry analysts, Subaru officials offered minimal explanations but suggested that limited availability at dealers could play a part in the lackluster performance of BRZ sales. On the other hand, Toyota’s satisfaction with the GR86’s market performance is evident. In June alone, Toyota sold 1,500 GR86 units, while Subaru delivered a mere 243 BRZs. For Subaru, it’s the slowest-selling product in their lineup through June, highlighted even more against the backdrop of Toyota’s diversified and generally successful portfolio.
“Demand for the GR86 has been exceptionally strong this year, showing an upward trend that we are very pleased with,” said a representative from Toyota North America.
This disparity is even more remarkable when considering that the Subaru BRZ is often celebrated for its fun factor and driving experience. Despite positive reviews, the BRZ seems to be losing favor in the consumer market. April was especially brutal for Subaru; the BRZ saw its worst month yet with only 178 units sold, marking a 65% drop compared to April 2023. This decline dragged down its year-to-date (YTD) sales by a significant margin, ensuring a cumulative drop of 37% versus the previous year.
“The BRZ’s substantial drop in sales this year is a concern. We’ll need to look closely at several factors including market demand, dealership availability, and consumer perception,” mentioned a Subaru spokesperson.
In contrast, the Toyota GR86 attained its best sales month ever in May, boasting a 104.4% increase in sales compared to the same month in the previous year. Toyota sold 1981 units of the GR86 in that month alone, a statistic that eclipses the total YTD sales of the BRZ up to that point.
The pricing for these cars doesn’t hugely differ: the 2024 Toyota GR86 is priced at $30,395 including destination fees, whereas the Subaru BRZ starts slightly higher at $31,315. Such a small price difference hardly justifies the enormous gap in sales, which led observers to speculate about the broader implications for the BRZ’s future. Given that both cars share the same underpinnings and market segment, the sales disparity could also be influenced by brand perception and customer loyalty.
“While both models offer almost identical performance and driving experiences, Toyota’s brand recognition and extensive dealer network significantly contribute to its higher sales figures,” opined an automotive market analyst.
The decline of BRZ sales has been a consistent trend over the past several months. Subaru sold just 227 BRZs in May, continuing a troubling pattern. Their compounded decline over May 2023 figures shows a 64.4% drop, making it tough times for BRZ enthusiasts. In stark juxtaposition, GR86 managed to outsell even its own historical metrics by a great margin.
In a broader context, Subaru’s overall sales figures have not been entirely bleak, with models like the Forester and Crosstrek delivering strong performances, helping to boost the overall brand sales by 7.4% in 2024. These successes did little to stem the significant drop for the BRZ, hinting that perhaps this specific segment is losing traction among Subaru’s customer base.
“As new models make their way to our retailers, we are confident that customers will be able to find Subaru vehicles like the Forester,” said Troy Poston, Subaru of America’s senior VP of sales, emphasizing the brand’s focus on its more popular models.
This disturbing trend has led to industry speculation regarding the future of the BRZ. With figures continuing to dip, some analysts speculate that Subaru might consider repositioning or even discontinuing the BRZ to focus on more promising segments like SUVs. In fact, BRZ’s sales woes are situated within the broader context of Subaru rebalancing its product lineup; for instance, the company has already decided to pull the plug on the Legacy, redirecting its resources towards booming SUV sales.
On the other hand, Toyota is also aware of the delicate balance it needs to maintain. While the GR86 performed well, other Toyota models like the Supra have shown reduced demand, with the Supra’s first-half sales declining by 7.8%. Moreover, Toyota’s traditional best-seller, the Prius, appeared to suffer a sharp and unexplained fall in sales recently. These mixed results make it all the more critical for Toyota to leverage the success of models like the GR86.
The automotive market remains volatile and subject to shifts in consumer preferences, economic conditions, and competitive dynamics. For Toyota and Subaru, the different trajectories of the GR86 and BRZ serve as a revealing study in market positioning, brand strength, and dealer network reach.
Moving forward, it will be crucial to closely watch how both brands adjust their strategies. While Subaru’s beloved BRZ continues to lag, thereby raising questions about its future, Toyota’s GR86 seems well-poised to maintain its stride barring any sudden changes in market dynamics.
“We look forward to offering the value, reliability, and longevity that our brand is known for,” reiterated Troy Poston, underpinning Subaru’s commitment to its core values amidst this sales debacle.
For now, auto enthusiasts, potential car buyers, and industry professionals alike will continue to monitor these patterns, hoping for clearer skies on the horizon for both of these compact sports cars.
Sources:
https://www.motor1.com/news/725350/gr86-outselling-brz-five-times/
https://www.gr86.org/threads/the-gr86-had-its-best-ever-march-sales-month.7107/
https://www.ft86club.com/forums/showthread.php?t=10766
https://www.thedrive.com/news/toyota-gr86-sales-shoot-through-the-roof-subaru-brz-falls-to-the-basement
https://www.carscoops.com/2024/05/the-subaru-brz-is-having-a-really-crappy-year-april-sales-sink-65/
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