What's Happening?
Subaru has decided to discontinue the base trim of the BRZ sports car due to low sales. The base model, previously priced under $29,000, accounted for only 10% of BRZ sales in 2025. As a result, the starting price for the BRZ will now be $37,055, with the Limited and tS trims remaining available. This decision reflects Subaru's response to consumer preferences, as most buyers opted for higher trims. The move comes amid rising costs in the automotive industry.
Why It's Important?
The elimination of the base BRZ model highlights a shift in consumer behavior towards more feature-rich vehicles, even in the sports car segment. This change could affect Subaru's market positioning, as the BRZ was one of the more affordable rear-wheel-drive sports cars. The decision may push budget-conscious consumers towards competitors like the Toyota 86, which may retain its lower-priced trims. This could impact Subaru's sales and market share in the sports car category.
What's Next?
Subaru's decision may prompt a reevaluation of pricing strategies across the industry, particularly for entry-level sports cars. Competitors like Toyota may capitalize on this by maintaining or adjusting their pricing to attract former BRZ base model buyers. Subaru may also explore new marketing strategies to emphasize the value of its remaining BRZ trims. The broader impact on the sports car market will depend on consumer response and competitor actions.
