I’m Worried That The BRZ Could Be The Next Subaru Model To Get The Boot

Is the BRZ sport coupe the next Subaru model to get the axe? First, it was the Legacy sedan because of slow sales, but I'm worried the BRZ could be next. 

I hope Subaru keeps the rear-drive BRZ sports car because it is fun, fast, and affordable. For around $30,000, I would say the 2024 Subaru BRZ offers the best sports car value in America. 

The Numbers Don't Lie

Check out the BRZ Sales Performance

This is why the BRZ could be in danger of being discontinued by Subaru Corporation. In the first four months of 2024, the BRZ sport coupe dropped 24.7 percent in January, the BRZ dropped 33.9 percent in February, the BRZ sales decreased 4.2 percent in March, and the BRZ was down 64.9 percent in April. 

Subaru of America reports that only 178 BRZ coupes were sold in April, compared with 507 in April 2023. BRZ is in a significant downward trend. 

Performance Models Decreased The Most Of Any Models

For the first four months of 2024, the BRZ dropped 36.7 percent, the second-most of any Subaru model. The WRX had the most decrease, at 38.8 percent. 

Subaru of America delivered 944 BRZ sport coupes to customers in 2024 compared with 1,492 through the first four months of 2023.

Sports car sales usually drop in the winter months, so I understand that the drop in January, February, and March is because few buyers purchase in the winter. But the weather is warming up in April, so sales should improve. However, a 64.9 percent decrease in April is significant and can't be ignored. 

It Could Be A Production Issue

I hope the drop is because Subaru Corporation stopped producing the 2023 models and switched to the new 2024 model year BRZ on the Japanese assembly line. The BRZ tS is a new model that received significant upgrades over the 2023 model. Subaru of America expects sales to improve because of the tS's performance upgrades.

There's Still Hope 

Subaru of America knows that the bread and butter models are the Forester, Outback, and Crosstrek  SUVs. The BRZ is a "loss leader" that brings new customers to Subaru's showrooms. When those sports car model customers are ready to sell, many will purchase a Subaru SUV as their family grows. 

Subaru knows the rear-drive BRZ will never be a high-volume model in its all-wheel-drive lineup. But will the consistent drop in sales doom the sports car? Subaru will be adding new hybrid and electric models in the next four to five years, and they will have limited space on their assembly lines. Are they looking at the BRZ and saying, "We could create space on the production line as we did by dropping the Legacy sedan?"

That's the question right now. I'll watch May sales as the new 2024 Subaru BRZ arrives in North America this summer. The weather is getting warm, the new BRZ tS is here, and things should improve. I hope. Stay tuned. 

IT'S YOUR TURN

Do you think Subaru Corporation will drop the BRZ to make more room for its new electric vehicles? Click the red Add New Comment link below and join the discussion.

Thanks for reading, everyone. I hope you enjoyed this Subaru BRZ story. See you tomorrow for my latest Subaru Report.

I am Denis Flierl, a top Torque News and Subaru reporter since 2012. I’ve invested over 13 years in the automotive industry in a consulting role, working with every major car brand. I am an experienced Rocky Mountain Automotive Press member. You'll find my expert Subaru analysis here. Follow me on my X SubaruReport, All Subaru, WRXSTI, @DenisFlierl, Facebook, and Instagram.

Photo credit: Subaru