Just 6,000 Subaru BRZ Coupes Headed to U.S., Expect Heavy Premiums

March 14th, 2012

2013 Subaru BRZ

The quest to bring home a Subaru BRZ just changed from a leisurely shopping experience into an all-out competition.

The BRZ, of course, is the result of Subaru’s partnership with Toyota that will also bring the Scion FR-S to the U.S. and the Toyota GT-86 to other parts of the world. By all accounts, the cars deliver on their promise to be affordable, fun RWD sports cars.

Car and Driver, citing correspondence with an unnamed Subaru dealer, reports that only 6,000 BRZ coupes will be imported into the U.S. for the 2013 model year. That makes sense considering Subaru’s business case for the car, which called for sales of 5,000 to 7,000 units at roughly $25,000 each to achieve profitability.

While it makes snagging a BRZ difficult, it’s also a savvy business move on behalf of Subaru. Importing fewer cars than the market demands is one sure way to keep prices high and allow dealers to charge a minimum of full sticker price. Dealers will almost certainly add outrageous markups, so be prepared to see that $25K number jump considerably.

While the 6,000 number isn’t an official announcement from Subaru, it does jive with earlier statements that the vehicle will arrive in “extremely limited quantities.”

Scion FR-S

2013 Scion FR-S

While we wait for official word from Subaru on quantity, feel free to pore over your finances to figure out how to bring one of these fine-handling machines home before there are none left. Yes, the FR-S will arrive here, too, but there’s no word on how many. Plus, wouldn’t you rather have the Subaru version? I know I would.

Subie dealers are accepting pre-orders now.

$25K seems like a pretty sweet deal for a BRZ, but would you consider paying a premium for one of the first 6,000 copies?

-tgriffith

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  1. Randy
    | #1

    It’s a shame that people are so dumb they will pay a premium for?? What are they really getting? There are tons of better cars available used in the same price range. I guess it’s the “hey, I’ve got something you don’t have.” Truly a trivial pursuit for the soul-less American consumer.

  2. pete
    | #2

    I do have to say .. that is a truly uneducated response. Better cars? In my opinion there are tons of great cars out there in the 18 to 30k range. Personally, I would nver buy a honda civic, but.. It’ s a great car. So.. while the subaru might not be to your liking, maybe you should think about your response to you dont just make yourself look like the stupid american consumer. Truthfully, I am excited aboout the brz. I have never liked the subaru. I think they are ugly cars made for tree huggers.. But.. They have always been known for excellent quality. so… they want to make a sports car? I say.. why not.

  3. Jim Redd
    | #3

    Seems like a great car! For $25K I’d consider it. If premiums were added on by the dealer I’d skip it and wait for another year. I wish Toyota brought the GT-86 here. Seems like it would be more distinguished choice than the Scion version.

  4. Randy
    | #4

    I can assure you that I’m not a stupid American consumer. I bought my last vehicle used from a Chevy dealer and got such a good price that it took three years for the blue book price to catch up to what I paid. I’m looking for a new car now and have already spent many hours looking at vehicles and running spread sheets to compare cost, features, economy, resale value, depreciation rates and what have you. Why would any sane person pay over list (which goes in the dealer’s pocket and gets you nothing extra) just because the car is in temporary short supply? Let’s say the dealer forces you to pay an extra $5K making the price $30K? In that price range I can buy a used Ferrari, Porsche, Jag XKR, etc…. you know, real sports cars, not ersatz rice burners made by one of the most boring car companies in the world.

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