2013 Subaru BRZ and 2013 Scion FR-SEnlarge Photo
Unsure of BRZ interest in the United States, Subaru originally opted to import just 6,000 units annually, or about 500 per month. That’s nowhere near demand, and in the words of Subaru of America COO Tom Doll, “We are selling all the BRZ’s we can get. We’ve been sold out since the car was introduced.”
Relief for buyers may be in sight. As Automotive News (subscription required) reports, Subaru of America will get an additional 2,000 BRZs over the next four months, doubling allocation from 500 to 1,000 units per month.
Even that may not be enough to satisfy demand, but it’s a step in the right direction. It’s unclear if the additional allocation is a one-time padding of inventory, or if Subaru of America will request additional allocation throughout 2013.
Subaru has sold 3,120 BRZs through October, which is less than half the 8,572 FR-S models sold by Scion in the same timeframe. Scion was much more bullish in its projections for FR-S sales than Subaru was, and that clearly shows in the monthly numbers.
Bringing in more BRZs will surely result in more sales, but the question Subaru has to ask itself is this: how many potential BRZ sales were lost to the Scion FR-S, simply because Scion dealers had inventory?