Subaru BRZ sells out in three hours

By Anthony Crawford | July 16th, 2012

FIND DEALS

The Subaru BRZ has sold out in just three hours despite its exclusive online sales process being delayed by a system crash.

Subaru Australia’s unique buying set-up for its new rear-wheel-drive sports car went live 45 minutes late at 12.45pm after the system was overwhelmed by an excess of online customers for the Subaru BRZ all trying to hit the ‘buy’ button at the same time.

Subaru Australia spokesperson David Rowley has confirmed to CarAdvice that its limited supply of BRZs sold out in just over three hours.

“By 3:47pm (EST) today all remaining Subaru BRZs had been sold and that we’re taking orders through to January, when we are due to receive our next allocation,” said Rowley.

In the first five minutes of the site going live, there were eight orders and in 90 minutes 50 Subaru BRZs had been sold.

Subaru Australia had to settle for an initial allocation of only 201 Subaru BRZ sports cars of which 50 were dealer demonstrators, 60 were already spoken for with deposits on them, leaving just 91 cars available for purchase online.

When quizzed about the number of BRZs Subaru Australia was expecting in its January 2013 allocation, Rowley told CarAdvice: “We’re currently in negotiations with Japan, but it is too early to tell how many cars we might end up with due to a massive global demand for the car.”

Subaru BRZ customers can continue to place an online order for the car, but without knowing what quantity Australia’s second allocation will be, there is every chance the same sequence of events could occur, leaving lots of disappointed customers with another long waiting period.

Toyota Australia is having no similar issues with its near-identical-twin 86. Toyota is dominating supply of the two coupes by a ratio of 8:1 despite both being built at Subaru’s Gunma plant in Japan.

Read our review of the Subaru BRZ here.

Click to read pricing and specification information for the Subaru BRZ.

Sponsored Ads

Sumpguard

What a great problem to have.
- http://www.facebook.com/michael.lock.731 Michael Lock
  
  What, that Subaru can’t get more than 201 cars to sell to the whole Australian motoring public for an initial release vehicle. I think it is an absolute disgrace and if I was the CEO of the Australian arm I would be very %$^#ed off, since when is it a ‘great problem’ in business to people (probably) wanting to buy 1,000 – 2,000 of your product with an invoice value of near on $40,000but only being able to supply 201….sorry but that is NOT a ‘good problem to have for either Subaru or its’ dealers.
  The ‘GOOD problem’ to have would be accepting ever order online today for as many who wanted the car and being able to supply them to the local dealer within 2 months. Do you really think that the people who missed out today think it is a ‘good problem’ to have? This smacks of Apple style marketing that has gone too far, too many businesses think this is the way to ‘sell’ to a customer without actually even selling them anything…they just slap there own backs going…’Geez, look at the demand and possible orders out there, soooo many people want our car, but they can’t, nar, nar,, nar, nar’…….honestly, what a joke!!!!
  - Sumpguard
    
         By limiting stock they are guaranteeing a return on the product and lower devaluation in the long term. If “any”.
    
       Yep it’s a great problem to have indeed!
    
    It was apparent to many some time ago that these two had a special product on their hands and limiting access will ensure this car becomes a cult classic. The flow on benefit to the brand image is difficult to put a price on. If I was in the market for this vehicle (and I may be down the track) I’d be more than prepared to wait my turn glowing in the knowledge that when it did arrive I’d be joining a very select few.
    
        To me this is clever marketing. But then I see past the “me, me, me” side of the equation.
    - Lindsay
      
      Toyota and Subaru are in the business of selling cars, not making “cult classics”.
      - Denzo
        
        WRX. Supra. Speak again soon.
  - JooberJCW
    
    Apple style marketing works. So why not.
    
    Also, Australia competes with the global demand as well the factory can only spit out so many cars, so each country would have their own share.
    
    Were you one of those who missed out?
    - Sumpguard
      
      Clearly
Schn

And some of us thought that it wouldn’t really sell because of that 37k price tag… even I had my doubts.
dsuhiti

“Toyota Australia is having no similar issues with its near-identical-twin 86.”

Umm what? Toyota dealership today said if ordered today, you would receive the 86 in 16-18 months time!! Nearly 2 fricken years!
- http://www.facebook.com/michael.lock.731 Michael Lock
  
  DITTO…DITTO (my comment above, what a joke), why don’t they build them at Altona as there is plenty of capacity left there….just ask the workers laid off the other month.
  - Noel
    
    Because of the cost to tool up the plant and the relative cost of building the car in this country I would say. Plus why would Toyota invest any more money in a country where the unions rule and we have an uncertain manufacturing future with the Carbon tax (which adds something like $250 – $400 per car)?
    - Sumpguard
      
      Can you show me where you got the cost of the carbon tax per vehicle please. I’d like to read it for myself. Unless it was from Brumby’s internal memo of course, in which case I’m not interested.
      - Noel
        
        Came from Ford, Holden and Toyota. Do a google search, easy to find.
        
        Toyota’s figure from their website is $112 per car, Ford say between $200 and $400 per car depending the model (not a problem soon as Ford will be gone) and Holden say it will cost them between $40 and $50 million per year.
        
        I found a best case scenario of just $30 million per year across all 3 manufactures which sounds very low considering steel alone will go up about 8% and worse case of nearly $150 million. Simple maths shows best case $112 per car (based on 2010 production rates 240,000) or $625 per car worse case. Remember, the automotive industry is famous for bean counters cutting cents out of the manufacturing of a vehicle to save money and car buyers will argue of a tank of fuel. Even an extra $100 for a local car will make a difference, an extra $600 and they might as well shut up shop.
  - Norm
    
    Huh?
    
    What are you – the magical pixie horse?
Rowan Parker

I wonder how many are legitimate buyers versus people who intend to resell them straight away.
Henry F

It’s interesting to see the effect & influence of online media (such as CarAdvice, Car Sales etc). For a car that hasn’t been seen on the road yet & is barely covered in print, it sold out in record time.

Just goes to show how many car enthusiasts follow these forums.
- RenaultSport
  
  Sold out in record time?
  50 cars is not by any means record time for a country that has 22million population, the hype they created on these cars and now lack of supply is just shameful.
  
  Well everyone will have to settle for badly built 86/BRZ’s all done in a rush due to demand and really bad management by Toyota/Subaru.
  
  Imagine if they launch a Turbo version? How long would we have to wait 3 years?
  
  I want to see the “Fanboyes” complain about Toyota/Subaru’s lack of supply just the same way they did with the lack of supply for the VW polo GTI.
  
  Just see your local Renault dealer and by the 86/BRZ killer the Clio RS 200.
  - hectic
    
    The only prob with the RS200 is that when you put your foot down, it will probably break down :p
    - Joe
      
      ……oh really!!! Tell that to the thousands of owners who have one, and very few on the second hand market meaning that they hang on to them……get a grip and stop listening to what journalists tell you…….
      
      Having owned each of the French brands (1x Peugeot 205, 1x Citroen Xsara VTS Coupe, 1x Citroen C3, 1x Citroen C4 VTS Coupe, 1x Renault Laguna) not one of them had a SINGLE warranty claim between any of them and were fantastic.
      
      When you have owned one and appreciated why they are better than most cars (especially the Germans!) then make an informed comment.
      - Silver Streak
        
        Actually. Mum has a 207CC, it’s two years old and on 16,000km. It’s had a new gearbox and has been in for warranty more than ten times.
        French cars suck A**.
        
        And I say that as someone who desperately wanted a Renault ClioSport as a kid.
    - RenaultSport
      
      Where do you get your knowledge from?
      I have had two Renault Clio’s with no problems, not to mention AVIS, Europecar and other rent-a-cars in Europe always choose Reanult for a reason.
      Very sad that people like you think like that about Renault if you where talking about Citroen and Peugeot ok you might have a point but Renault!?
      
      Look at the bright side at least Renault don’t equip their cars with 1980′s digital clocks.
      - Joe
        
        ….have to disagree with you about Citroen, fabulously reliable in every way, and I have had a few…..
  - Kaas
    
    LOL
    
    Assembly of vehicle have TACT times that are specifically calculated. You think Assembly workers would appreciate 200% increase in production…?? even if they were able to do so… the Quality Inpectors at the end of the line would be crapping bricks due to all the mistakes and mis-assembly issues…. the cars are then re-sent to the repair/re-installation area… where 5-10 workers would have to “fix” 100 cars before end of the day…
    
    trust me, there’s no such thing as “rushed” assembly…. and Toyota too…. lol obviously you don’t know their system… where workers stop assembly line when they see something out of place. Sure the 86/BRZ are assembled at Subaru plant, but there’s Toyota influence there considering their relationship, and Subaru supposedly a premium japanese brand.
    - http://www.facebook.com/michael.lock.731 Michael Lock
      
      Bull, even the Ford and Holden outposts here can scale their production down to 1 shift and up to 3 shifts a day as the demand, demands.
      - bobdevo
        
        That’s Ford and Holden. The only reason Subaru was brought into the BRZ/FRS loop was because Toyota didn’t have manufacturing capacity to do it themselves. And Sub/ota has already delayed Japanese deliveries of the twins in order to better serve the world market.
    - RenaultSport
      
      Is that right now?
      
      So that explains why on one of the Subaru BRZ reviews the Reviewer draws to the worlds attention the door handle that almost comes off when he applies some force.
      
      Again where do you get your knowledge from?
  - Pete
    
    Are you kidding? Dont even try compare this front wheel drive car with a totally difference rear wheel drive…
    - Johnson
      
      What does it matter which wheels are driven? Is it not the feel, handling and balance of the car that is important? On your reasoning the Marina must be a better car than a Cooper S because it is RWD. I think the 86/BRZ is a great car but to dismiss others because they are FWD or AWD is stupid.
      
      And compare we will, the Clio RS is significantly quicker around a racetrack with its crappy FWD…..
  - http://www.facebook.com/michael.lock.731 Michael Lock
    
    Great to someone else on this forum state the obvious issues at hand here and not get sucked into the whole Apple Inc hype type marketing. I can’t believe that most people find this acceptable from Toyota or Subaru, a factory is a factory, just put on another shift as they had plenty of time to organise increasing capacity.
    I make no apologies (and I’m glad you haven’t either), it is shameful and more to the point ‘arrogant’ to treat the buying public like this.
    - gt86.com.au
      
      They are working 24hours and spitting out a car every 6 seconds. It is working at max capacity. The worldwide demand is simply huge as this car is a modern classic. They need another factory!
  - bobdevo
    
    Consumer Reports find Subaru to be the most reliable manufacturer. Given the size of Subaru and Toyota’s investment in the BRZ, do you really think they’re going to ship “badly built” sports cars whose very existence is predicated upon bringing a sporting halo to the joint venturers? I really, really doubt it.
    - Johnson
      
      Maybe in 2004, owned one recently?
  - Henry F
    
    RenaultSport, the only point I was trying to make was the buying public took a strong interest in a car which was largely reviewed through online forums (and how many enthusiasts follow them).
    
    Don’t disagree that the numbers were too low however. That’s how supply & demand works.
    
    In so far as considering the RS as an alternative to the BRZ, well, neither car suits me so can’t comment on that.
Andrewplavender

Sure its great to have lots of demand, hype etc. but it seems to me that both Toyota & Subaru have got the demand:supply ratio far too high. Surely they’re both regretting not having made more………maybe they will now……I remember reading an article about Land Rover making Evoques 24/7……..
- JooberJCW
  
  Yeah and you see how many of them dealer unsold in carsales. They overestimated the interest of these cars,
  
  Toyota/Subaru are probably more cautious that this car may have been ALL HYPE to begin with and nobody was really wanting to put their mouth in the money.
  
  Now they know true global interest they should increase manufacturing for the next iteration. Otherwise another Polo GTi story of waiting year on year for a car.
  - Pragmatist
    
    Probably canceled orders after test drives.
BRZ order no. 123

Can’t wait to get mine
- BRZ order no. 160
  
  Same here!
  - BRZ order no. 201
    
    Same here! Oh wait…….
- BRZ order no. 167
  
  excited as hell, cant wait to collect my wr blue manual with heated leather seats ! Just hoping it comes at about the four month stage that the dealer reckons – or at least before xmas ! ! Woo Hoo !
Chest Rockjaw

Looks like sales of other coupes will die with a product this good and this cheap. Hyundai & Kia… Toyota has thrown down the gauntlet… Let the contest begin!
Nick

So everyone ordered one before 3:47pm will get it this year?
F1

I’ve seen already 3 Toyota 86 in 1 week
- Pragmatist
  
  Did they have “for sale” signs in the back window?
John

japan still the king of cool cheap sports cars,,, eg, wrx, crx, civic, intergra , mr2 should i go on
lol,,,,,,,,,,,,,,,,,
- Johnson
  
  Definitely still king of the cheap sports cars
Waggaclint

Id say the 50 dealer demos will be in hi demand now hey….Youd think with the great success of the BRZ/86 that the factory would step it up, Before the hipe dies down…
- Johnson
  
  I agre Clint, thay shoud be steping up producton wile their is so much hipe
Ima_Hogg

I don’t understand my two local Subarus have two brand new BRZs for sale and toyota don’t have one?
- Johnson
  
  Because a BRZ is a Subaru, I doubt you will find any Outbacks or WRXs at the Toyota dealer either.
  - Ima_Hogg
    
    HAHAHAHA very funny. We both know what I meant.
LeStori

if there are not going to be any more cars until sometime in 2013, why the 150 dealer Demonstrators? Might as well have had them in the auction as well. Pointless going for a demo and then waiting ‘a year’ for the car to be available.
- JooberJCW
  
  Well there are still people who still a market who like to see the ‘real’ thing before making a purchase, these demonstrators are purposed for that.
  
  Who would have predicted people buying a car almost impulsively from the internet?
waiting and waiting

I placed advance 1k deposit eight weeks ago and another 2k with Subaru direct on Friday in advance of on-line system going live on Monday. I confirmed spec I wanted, which was WR Blue in a manual, with upgrade seats(apparently this guaranteed one of the first)….
however today, I am told by Subaru that I won’t get the car before sometime in November…. and anyone that did not place an advance order and just went to the Subaru website yesterday (Monday) to place order will not be getting a car before next year sometime. I’m starting to smell Subaru PR bull at work!
Has anyone not placed advance order (I.E., went online to place deposit yesterday) and have a confirmed delivery earlier than December????
Thinking of telling them to shove it!
- Nick
  
  I ordered one online yesterday order no. 205. I’ve been trying to call Natalie(BRZ online ordering coordinator) since yesterday, no answer yet. So I’ve no idea when is delivery. I think I might get my 86GTS first as its confirmed September build.
  - ZZzz
    
    I dont understand how can you place a order on a car that you have not yet driven????
    - Greenroom
      
      that’s why you’re called ZZzz I reckon. Wake up.
    - Nick
      
      I did drive the 86 GT which is the same car mechanically except smaller brakes and different wheels
    - gazza
      
      ZZzz Good point Why would anyone order a car that they haven’t driven. yet. I did and I never will again. My GT86 does live up to the hype as far as handling goes, but OMG is it gutless. Yeah I know it’s not that type of car BUT. It’s definitely not a great commuter. This is a car that needs to be revved hard to get any kind of performance from it. Ask yourselves. How many windy roads do you travel on each week, if you are like me the answer is not many. So I have this underpowered car that handles fantastic but I can only enjoy it once every couple of weeks. Don’t put wide stciky tyres on this car because it will feel even more underpowered when it doesn’t move around on low grip tyres. Then you’ll need more power. Sure it will be a great car then, but to get another 50–60 kw and more importantly some more TORQUE this won’t be a cheap car any longer. Better idea is to buy a car that performs well in the first place. Anyone want to save some $$$ and buy my Velocity Orange Manual GT86??
      - Pragmatist
        
        I put my reply below to Jkbmwx3 before I read your post. Yes indeed, it is a very poor performer acceleration wise, gutless is a very good description. I drove to the Toyota shop in my current model SS Commodore so I’m sure you can imagine how the 86 felt after getting out of that.
        
        Good on you for being so honest, there are many out there that would swear it was a great car until they were blue in the face, just to save face, if you see what I mean, simply because they bought the car without test driving it, realize it really doesn’t live up to the hype, and don’t want their mates to think they’ve made a terrible mistake.
        
        I think your honesty, commendable as it is, may cost you though. I don’t fancy your chances of unloading it after your ‘review’.
    - Pragmatist
      
      ZZzz is absolutely right, don’t do it guys.
Jkbmwx3

Can someone explain to me what is so great about theses two identical very boring styled vehicles?????
- Why
  
  Agreed.
  I’d rather light my 40k on fire.
- Pragmatist
  
  In a word no. I put this post elsewhere on this site but it seems to have disappeared, or I just can’t find it. However, here it is again:-
  
  I test drove the Toyota version of this car a couple of weeks ago, and to be honest I thought it drove like a Reliant Robin towing a caravan full of anvils, and it sounded like a Daewoo Lanos. I couldn’t believe I was driving the same car that all of these rave reviews had been written about.
  
  I can see why the Subaru version is only available on line, if people could test drive them they would be stuck with them, no-one would buy one.
  
  My advice guys, for what it’s worth, drive it before you buy it, or you may be very disappointed.
  
  If you are hanging out to buy one of these don’t worry about it. I reckon you won’t have to wait long before these start turning up on the second hand market with bugger all k’s on them, less than weeks probably.
  
  Subaru and Toyota will have to address the lack of power issue quickly before these cars are relegated to the “hairdressers car” basket. So I reckon a more powerful version is just around the corner, if that turns out to be the case I’ll have another test drive.
Edward

This is an opportunity for every other car manufacturer to make and supply cars like these!
- Pragmatist
  
  Let’s hope not!
Denzo

These look cool.. Sat in one.. I liked it.. But not a smidgen of power. Don’t think it’s 150kws 98 WRX style.. Think more corolla with spare tyre taken out and no fuel in the tank. That’s the sort of power your looking at. If you’ve got 40k get the WRX or just get the GTI for a nice car.

I wouldn’t drop more than 20-25k for a new one of these. I’ve owned maybe 6 new cars in the last 10 years.. 4xWRXs (99.03.08.09), ’02 SS, 01′ S, 325ci.. golf r is still my favourite. Perfect blend of German feel good inside, with WRX performance for $60k and you have a too car you can shop in, track, take to the game, even listen to music as the dynaudio is very nice compared to the upgraded sound in the BMW.