Why doesn’t Subaru sell more BRZ two-door sport coupes?
Subaru as a brand is still setting records left and right and the BRZ two-door sports coupe is selling too, but not the numbers that Subaru had hoped. Subaru U.S. reported 41,367 vehicle sales for June 2014, a 5 percent increase over June 2013 and the company’s best-ever June sales. The Subaru BRZ is the lowest volume model in the Subaru next to the outgoing Tribeca of course. Why isn’t Subaru selling more of the rear-drive coupes?
Subaru’s year-to-date sales totaled 238,008, a nice 16.3 percent increase over the same period last year. Forester, XV Crosstrek and the new-generation WRX/STI lead the way in the largest percentage of sales increase. BRZ sales are up 5.6 percent from the same period last year, so sales are moving in the right direction. But Subaru only sold 4,295 units in the U.S. in the first 6 months of this year.
BRZ is a great drivers' car
BRZ is a great drivers car which is no surprise because that was Subaru and Toyota’s goal all along. The rear-drive two-door sports coupe offers a great sports car design, low vehicle weight, an ultra-low center of gravity and precision steering and it offers a low starting price.
Will Subaru axe the BRZ?
It’s been reported that Subaru and Toyota will drop the BRZ/GT86/Scion FR-S as Toyota shifts their attention to a new sports coupe by collaborating with BMW. This is all speculation and we don’t know if the Subaru/Toyota partnership will end. With Toyota owning 16.5 percent stake in Subaru, it’s hard to believe they would pull the plug on the BRZ/GT86/FR-S. But with lagging sales, it may make sense.
New BRZ upgrades for 2015
Subaru has upgraded the 2015 BRZ with improved handling, a revised suspension which translates to a more enjoyable driving experience. And all 2015 BRZs get larger stainless tailpipe tips, simulated carbon-fiber center dash panel, and roof-mounted and body color shark fin antenna. The 2015 BRZ ($25,695 ) Premium 6MT is only $100 more than the outgoing model. So the 2015 BRZ is still a great value for sports enthusiasts.
Subaru even came out with the new 2015 BRZ Series.Blue that features aerodynamic enhancements that will make the two-door coupe slip through the wind easier. It comes with black STI front, side, and side-rear under spoilers, which will keep all four corners of the sports car firmly planted at high speeds. It also comes with a number of special interior upgrades to set it apart.
Does Subaru need to do more?
Will all these changes be enough to excite sports enthusiasts to buy more 2015 Subaru BRZs? We’ll have to wait to find out. We do know that the new-generation 2015 Subaru WRX/STI is selling at a record clip and dealers can’t keep them on the lot. Subaru has sold three times the number of WRX/STI performance cars over the BRZ. Maybe fans want performance over sport and would buy a new BRZ STI with a turbocharged 2.0-liter powerplant with 300 hp?
Subaru has now seen 31 consecutive months of year-over-year growth and is well on its way to its sixth successive annual sales record and is doing a lot right. Can they continue to keep an underperforming BRZ in the lineup? 2015 BRZ models will begin arriving in dealerships this summer and time will tell.
Other 2015 Subaru BRZ stories of interest.
Why performance fans are disappointed in the 2015 Subaru BRZ