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It’s widely known that the Toyota GR86 and Subaru BRZ are nearly identical except for their branding. Interestingly, while the Toyota model is experiencing robust sales, Subaru has faced significant challenges, particularly in May. The sales figures are quite eye-opening: Toyota sold 1,981 GR86 units last month, in stark contrast to just 227 BRZs sold by Subaru.
The difference in sales between these two models is stark, as Toyota has consistently outsold Subaru by a significant margin. However, the recent decrease in BRZ sales raises concerns for fans of both brands in the U.S. The declining numbers for the BRZ may jeopardize its future in the market.
To provide context, Subaru sold 638 BRZs in May 2023, reflecting a 64.4% drop year-over-year. Looking at the broader picture, Subaru has sold 1,171 BRZs from January to May 2024, compared to 2,130 units during the same period in 2023, marking a 45% decline in year-to-date sales for the Subaru coupe.
In contrast, the Toyota GR86 saw its highest sales ever in the U.S., with a remarkable 104.4% increase in May 2024 compared to the previous year. In fact, Toyota’s sales of the GR86 last month surpassed the total sales of Subaru’s BRZ for the entire year thus far.
The specifications of both vehicles are notably similar, including performance metrics and pricing. The 2024 Toyota GR86 starts at $30,395 after destination fees, whereas the 2024 Subaru BRZ is slightly higher at $31,315. It’s unlikely that a difference of just under $1,000 is driving the sales disparity, leaving unanswered questions about the underlying reasons.
It’s reasonable to conclude that the Toyota variant would outsell its Subaru counterpart, at least to some extent. Part of this sales gap can likely be attributed to Toyota’s broader presence, which includes a more extensive dealer network. However, it is hoped that Subaru can rebound, allowing both manufacturers to continue sharing development and production expenses. The GR86 and BRZ models are excellent vehicles, but their future could become uncertain without the support of either automaker.
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