Not all Subaru of America's models can be the top sales performers, but the BRZ is by far the worst. See where the BRZ ranks and if there is a problem.
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Subaru, do we have a problem?
If you're a driving enthusiast, you likely appreciate the unique value of a Subaru rear-drive BRZ sport coupe. It's not just a sports car; it's a fun and affordable driving experience. Read my BRZ report here.
So, why are sales dropping for this standout model? Before we delve into the reasons, let's review the June sales performance numbers.
It's not looking good.
Subaru of America (SOA) reports that in June 2023, they delivered only 243 BRZ sports coupes to customers, compared with 382 rear-drive models. That's a decrease of 36.4 percent.
Through the first six months of 2024, SOA has sold 1,414 sports coupes, compared with 2,512 models in 2023. That's a 43.7 percent decrease year to date. It gets worse.
Of all Subaru models, the BRZ has experienced the most significant decline. This stark contrast with other Subaru models is a cause for concern, but it's not the whole story. Let's take a look at the models that are in decline this year.
- BRZ -43.7%
- WRX -39.5%
- Impreza -22.8%
- Legacy -21%
- Ascent -15.7%
All other Subaru nameplates, Forester, Outback, Crosstrek, and Solterra, were up in sales percentage in the first six months of 2024. Read my report here.
We shouldn't be surprised.
It's not surprising that Subaru sports cars have declined the most. When the economy slows, and interest rates are high, buying a sports car is the first thing to go. Recent economic conditions, including high interest rates, have contributed to the decline in BRZ sales.
The decline in sales can be attributed to changes in consumer preferences, market competition, and economic conditions, which may affect BRZ's future prospects in the U.S. market.
The Toyota GR86 is competition.
Essentially, the Toyota GR86 is the same vehicle as the BRZ, and while BRZ sales have dropped, GR86 sales have increased significantly. Beginning in March, GR86 sales shot up. In the last four months, Toyota USA has sold 6,790 GR86 sports cars, and Subaru of America has sold 921 BRZ sport couples from March through June.
Why? There's two reasons that jump out.
Toyota Motor is offering incentives to move the GR86. Subaru does not.
Toyota has double the number of Toyota stores than Subaru. As of June 24, 2024, there were 1,277 Toyota dealerships in the United States, compared to only 641 Subaru dealerships as of June 11, 2024.
The market determines what models Subaru emphasizes.
Market conditions dictate what Subaru retailers want in terms of inventory. The Forester, Outback, and Crosstrek SUVs are in high demand, and Subaru retailers place the most orders for these models. They aren't going to stock models that may sit on their lots for extended periods.
Subaru would instead sell its high-volume models, which it knows will move quickly. Why tie up inventory capital with a slow-selling model?
Don't listen to them.
Don't worry about the sky falling—pundits tell you differently. Subaru will not drop the BRZ. I reached out to Subaru, and here's what they told me.
My source at Subaru of America told me, "Business as usual on our end. There are no plans to change the drivetrain or phase out the BRZ now."
The BRZ, with its unique value proposition, is an excellent daily driver for many driving enthusiasts. While it's often a second car, this unique value proposition makes the BRZ special and appreciated by its fans.
If it is the customer's only car, when the BRZ owner outgrows the two-door coupe, they will return to Subaru and buy one of its top-selling SUVs, an all-wheel-drive Crosstrek, Forester, or Outback.
BRZ isn't going anywhere.
Despite slower sales, the BRZ remains an excellent value for sports car enthusiasts. Its unique value proposition as a fun and affordable daily driver ensures its continued presence in the Subaru lineup.
What is the price of the 2024 Subaru BRZ?
The BRZ, with its affordable pricing, is a tempting option for sports car enthusiasts. The BRZ Premium with a 6-speed manual gearbox starts at $ 31,315, making it an attractive choice for those interested in a sports car.
The BRZ tS arrives now.
The 2024 BRZ tS is the new trim level for 2024. Read my BRZ tS report here.
The 2024 BRZ tS, the new trim level for 2024, comes with a six-speed close-ratio manual transmission and a range of exciting upgrades. These include a sport-tuned suspension from Subaru Tecnica International, high-performance Brembo brakes, 18-inch wheels in a dark gray metallic finish wrapped in 215/40 R18 Michelin Pilot Sport 4 tires, tS badging, and unique interior upgrades.
A first for BRZ.
The big news is that Subaru's EyeSight driver assist technology is now compatible with manual transmission. The safety tech is now standard across the BRZ model line.
If you are interested in the 2024 Subaru BRZ, click the red Add New Comment link below and let us know.
I am Denis Flierl, a top Torque News 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
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The difference is Toyota has…
The difference is Toyota has GR86s in inventory sitting on lots. There isnt a BRZ in sight. The only ones Subaru is selling are ones that customers place orders for. But does Subaru care? Nope not at all. They build the cars in their Gunma Japan plant. No matter which badge is on the bumper. They make their money.