Will the 2015 Subaru BRZ sports coupe slide into irrelevance?
With all the positive things going on at Subaru of America, there is one thing no one seems to be talking about. Sales of the 2015 Subaru BRZ continue to decline. Subaru reports sales of the BRZ sports coupe were down 45.9 percent over the same period last year in February. BRZ sales for the year are down 45.1 percent.
What’s going on with the sports coupe?
Sales are up for every other model in Subaru’s lineup. Forester, Impreza, WRX/STI line, Legacy, Outback and XV Crosstrek all are up month-to-date and YTD. All those models have received upgrades recently except for the XV Crosstrek which is due for a model change soon. BRZ has not received any new significant upgrades since it launched in 2012 as a 2013 model. Subaru has brought out some “Special Editon” models, but no major changes have been made to the sports coupe.
What is BRZ doing right
The Subaru BRZ has plenty of power to maneuver in normal highway driving, and is a great performer on the track in the corners. The BRZ sports coupe is an agile performer with great driving dynamics and can compete with some of the best vintage sports cars of the past like the Mazda RX-7, Datsun 240Z and Porsche 944. The BRZ also competes with current sports cars like the Hyundai Genesis Coupe and Mazda MX-5 Miata.
Why are sale waining for BRZ?
The Subaru BRZ and Scion FR-S twins may have reached their current potential in the market. Those who wanted one, have bought one and are very happy with the rear-drive sports cars. Those who are looking for more power have upgraded the 2.0-liter Subaru boxer engine with a turbocharger and other after-market goodies for the suspension for more performance.
Subaru has stepped out of their niche market of multi-use all-wheel-drive vehicles which are selling extremely well, and developed another niche market vehicle with Toyota. The two automakers knew the rear-drive coupes would never be huge sellers. There are only so many buyers that want a two-door sports coupe. The 2015 Subaru BRZ/Scion FR-S are due for a model change and new power upgrades would definitely create excitement for the sports car. We’ll see what Subaru and Toyota have up their sleeves. Stay tuned.