Subaru BRZ, When It Should Be Speeding Up, It Slams On The Brakes

The 2024 Subaru BRZ, a true driver's car, is designed to heat up with the weather. However, the unexpected has happened. Subaru of America (SOA) reports a significant drop in BRZ sales again, leaving us to wonder what factors could be at play.

The 2024 Subaru BRZ will arrive with new upgrades, and it should be a hot model for driving enthusiasts. These upgrades, including the standard inclusion of EyeSight driver assist safety technology and the introduction of the all-new BRZ tS trim level, are aimed at enhancing the BRZ's driving experience and safety, potentially attracting more customers and reviving its sales.

I will discuss why the BRZ is underperforming, but before I do, here are the sales performance numbers for May. Last month, I wrote that with slow sales, I'm wondering if the BRZ could be the next model to be discontinued. Here is what happened in my May BRZ report.

What's Down With BRZ?

SOA reports that in May, they delivered only 227 BRZ sport coupes to customers, compared with 638 rear-drive models in May 2023. That's a significant drop of 64.4 percent. 

Through the first five months of 2024, SOA has sold 1,171 sports coupes, compared with 2,130 models in 2023. That's a 45 percent decrease year to date. This decline in sales can be attributed to factors such as changes in consumer preferences, market competition, and economic conditions, which may have implications for BRZ's future prospects in the U.S. market. 

The Subaru BRZ has decreased the most of any Subaru nameplate. Is Subaru of America concerned? The better question is, is Subaru Corporation concerned?

Not To Worry

The BRZ is manufactured in Japan alongside the Toyota GR86 twin. The collaboration between the two automakers has been fruitful—Toyota shares in the design costs and Subaru benefits. This partnership not only reduces the production costs for both companies but also enhances the market appeal of the BRZ, potentially boosting its sales. 

Subaru does not release its global BRZ sales numbers, but the sport coupe is sold in the U.S., Canada, Asia, Japan, and Australia. So, it's an international sports car for the Japanese automaker. The BRZ's sales performance in these different markets can provide insights into its global demand and potential for growth. 

Subaru Corporation relies on more than U.S. sales of the BRZ. 

It's Good News Down Under

The Subaru BRZ was crowned Australia's best-selling sports car for 2023.

Subaru says, "The outstanding success of the second-generation BRZ saw 1,573 units delivered, outpacing the competition in the segment to claim the number one sports car ahead of Ford Mustang, BMW 2 Series and Toyota GR86." 

Subaru of America counts on the Forester, Outback, and Crosstrek SUVs as its bread-and-butter models. 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 understands that the rear-drive BRZ, while not a high-volume model in its all-wheel-drive lineup, holds a special place in the hearts of driving enthusiasts. It was never intended to be the sales leader, but Subaru says it remains a symbol of its "commitment to performance and driving pleasure." 

As I wrote in my recent report here, Subaru will not give up on its sports cars. Despite the current decline in BRZ sales, Subaru is committed to the sports car segment and is likely to introduce new strategies and models to revive BRZ's sales. You can check out my report here for more details on Subaru's future plans for the BRZ. 

Blame The Economy

Generally, customers who buy the BRZ are looking for an affordable sports car. When the economy slows and interest rates are high, buying a sports car is the first thing to go. These driving enthusiasts aren't loaded with extra cash like Porsche buyers. The recent economic conditions, including high interest rates, may have contributed to the decline in BRZ sales. 

What's Next For BRZ?

Subaru Corporation recently upgraded the 2024 BRZ sports car with two significant new features. These upgrades include the standard inclusion of EyeSight driver assist safety technology and the introduction of the all-new BRZ tS trim level. Subaru says they are "aimed at enhancing the driving experience and safety of the BRZ," potentially attracting more customers. 

EyeSight driver assist safety technology is now standard equipment on the 6-speed manual transmission trims. Subaru invested a lot in making this happen. Now, EyeSight is standard equipment on every new 2024 Subaru vehicle, not just the BRZ. Read my report here. 

The second upgrade is the all-new 2024 BRZ tS trim level. 

The BRZ tS comes with a six-speed close-ratio manual transmission with EyeSight.

Other upgrades 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. 

The BRZ tS also includes:

• Heated exterior power mirrors.
• An upgraded audio system with a 2-channel amplifier and two additional speakers.
• Blind-spot detection with Lane Keep Assist and Rear Cross-Traffic Alert.
• Steering Responsive Headlights with High Beam Assist.
• Starlink safety and security.

2024 BRZ Pricing

The BRZ Premium with a 6-speed manual gearbox starts at $31,315. BRZ Limited (6-speed manual) has a starting MSRP of $33,815. The Limited with an automatic transmission starts at $34,765. The new BRZ tS MSRP starts at $36,465. Prices include destination and delivery fees ($1,120). 

Despite the decline in sales, the Subaru BRZ continues to offer the best value in the sports car segment. Subaru of America remains committed to the rear-drive sport coupe, a testament to its enduring appeal and competitive edge. 

Are you considering purchasing the 2024 BRZ? What do you like about the new tS sport coupe? 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: Competition Subaru