Sales of new Subaru BRZs have fallen threefold in the US

At the end of April, only 178 coupes found buyers, whereas a year ago in the same month they managed to sell 507 two-doors. The statistics for four months are also disappointing. Subaru BRZ sold only 944 units: the decline relative to the results of 2023 is 36.7%. It is curious that the “related” Toyota GR 86 is selling steadily overseas: in the first quarter of 2024, 2,041 coupes were sold (+0.1%).

Subaru’s North American office has not commented on the decline in BRZ sales. The model entered the market in the fall of 2021, so the novelty effect subsided, but this does not affect the results of the technically similar Toyota GR 86. Both rear-wheel drive coupes are equipped with a 2.4-liter naturally aspirated engine coupled with a 6-speed manual or automatic transmission.

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Partly, the choice of buyers can be explained by the price: the basic BRZ costs 30.2 thousand dollars, for the “charged ts version” you will have to pay 35.3 thousand dollars. For comparison, the Toyota GR 86 in its initial configuration costs 29.3 thousand dollars, and the top version Trueno Edition costs 34.7 thousand dollars. Although the coupes are not identical in terms of equipment, sales speak for themselves: in this segment they are not used to overpaying.

The Forester crossover remains the driver of Subaru sales in the USA: demand for the outgoing generation model soared before its retirement! Also in the black in 2024 are Solterra electric vehicles and Outback station wagons. The remaining models ended the first third of the year in the red, but thanks to the success of the Forester, Subaru’s total sales increased by 7.4%.

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