There has been intense speculation about the price of Toyota's rear-wheel-drive coupe, which aims to put the brand renowned for dependable but conservative cars back among the consideration set of driving enthusiasts.
Toyota has previously said only that it hoped to start the 86's price tag with a '3', but CarAdvice's sources say the local car maker has been successful in negotiating an even better price than $39,990 with Toyota HQ in Japan.
"It will be a little bit cheaper than that," our insider said when asked if the 86 would undercut a car, although not a direct rival, such as the $38,990 three-door version of the highly popular VW Golf GTI, suggesting a price of about $37,990. "We've had long discussions with Japan to get there [to that price]," they added.
The near-identical twin produced as part of a joint venture, the Subaru BRZ, is also now expected to be priced similarly to the 86, whereas the original expectation was a higher, low-$40K price point.
Subaru, however, is wary of the BRZ treading on the toes of its hero car, the WRX hot-hatch that costs $39,990 before on-road charges are added - and is a direct rival for the GTI unlike the BRZ.
Toyota is expected to offer two versions of the 86, with a higher-spec model available in addition to the sub-$38,990 entry-level model. Subaru will offer only one specification, with the bias towards lighter weight and handling rather than being loaded with features.
Click to read a review of the new Toyota 86.
Click to read a review of the new Subaru BRZ.