By on April 5, 2012

Today seems to be “Pricing Thursday”, the anticipated forerunner to Good Friday, and the one we’ve been waiting for has finally risen revealed pricing details. The Subaru BRZ, at $25,495, is only $1,295 more than the Scion FR-S and $100 less than the Subaru Impreza WRX.

The extra price premium over the FR-S gets you GPS Navigation, Bluetooth connectivity and HID headlamps. A Limited Package starts at $27,495 and adds Alcantara seating surfaces, heated mirrors and seats, dual-zone automatic climate control system, fog lights and a small spoiler. A 6-speed automatic adds $1,100 to both trim levels.

Get the latest TTAC e-Newsletter!

57 Comments on “At $25,495 Subaru BRZ Is $1,295 More Than Scion FR-S...”


  • avatar
    LeMansteve

    I can hear the comments now: “Why would I buy this when, for practically the same price, I could get into a more powerful, more practical, AWD WRX?” Clearly, high-power and practicality are not what this car is about. It doesn’t make sense that these cars would be cross-shopped.

  • avatar
    missinginvlissingen

    I’d be willing to pay a price premium just to interact with a Subaru dealer instead of the Toyota store. The fact that it comes with a few extra features is icing on the cake.

    • 0 avatar

      I agree. I’ve never had a bad experience with Toyota per se but from seeing how my parents were treated when they shopped for an Outback, I would be very tempted to give Subaru my business on that basis alone.

    • 0 avatar
      stryker1

      My last experience at a Toyota lot was when I was 22. For the first 15 minutes wandering around the lot I was ignored by the sales staff. Then when one did approach me while I was looking at a used Accord Coupe, he introduced himself, asked my name, and his second question was “How much money you got?”

      I haven’t set foot on a Toyota lot since.

    • 0 avatar
      mnm4ever

      Every Toyota dealer I ever went to seemed to be full of old-school car sales sharks. I have never shopped Scion, so it might be different, but I don’t care, too late. Had the same problem with Honda too, so it isnt just Toyota. One time I brought my MR2 to get some part, the guy at the parts counter had never even heard of one.

      We only have 4 Subaru dealers nearby, and the 2 closest ones sell Subys as an afterthought, you are lucky to find 5 on the lot, and I have never seen a WRX there. The other 2 are really great, worth the drive.

  • avatar

    I really want to see this car in the metal. The pricing for the FR-S and BR-Z seems completely reasonable for what they are selling. This car might just persuade me to sell my electrical demon possessed E36M3…

  • avatar
    stryker1

    Eh, guess that makes sense.

    Also, make sure to figure in the Added Dealer Value for at least the first year.

  • avatar
    RGS920

    Does that price include shipping?

    • 0 avatar
      APaGttH

      Nope. I’ve noticed that FR-S and BR-Z fans don’t like adding that destination price to the “base price” info. I’m sure when they go to buy the BR-Z with quoted base price in hand the dealer will ignore those destination charges out of the goodness in their generous hearts.

      $26,245 is the “real” base price with destination.

  • avatar
    afflo

    Isn’t Alcantara just faux suede? No leather option?

    • 0 avatar
      mnm4ever

      No! Alcantara is special racing fabric that only the most track oriented cars use! No one wants slippery leather on a car like this! :)

    • 0 avatar
      AndyH_STi

      Leather seats are available, they raise the starting price to $27,495 (manual trans model) or $28,595 (automatic trans model).

    • 0 avatar
      mnm4ever

      I think its technically leatheralcantara seats on the Limited model, I was just joking around.

      • 0 avatar
        AndyH_STi

        It does have leather/alcantara seats, but full leather seats are available as well (for an additional $$$).

      • 0 avatar
        mnm4ever

        So are you saying that there is a full leather option for $2k on top of the base model?? Different from the Limited option? Or that the Limited package can be had with either full leather or Alcantara/leather?

    • 0 avatar
      AndyH_STi

      mnm4ever read this, that’s where I got the info regarding the leather seating option:

      http://www.autoblog.com/2012/04/05/2013-subaru-brz-priced-from-25-495-w-poll/

      • 0 avatar
        mnm4ever

        Got it thanks. So thats interesting, it says there that the 25,495 price includes destination. Over at the Scion site, the price is reported at 24,930, I assume with destination too. Which means the price is really only $500 different? If so that makes the Suby an even better deal.

        The only thing thats confusing about the Autoblog article you linked to is that it reports the same price for the Limited and the one with full leather, even though it says the one with full leather is the most expensive version:

        “Those who require more pampering can step up to the BRZ Limited with a base price of $27,495 for the manual-equipped model. Adding the automatic again bumps the price by $1,100 to $28,595. Limited models also get heated seats with Alcantara inserts and leather bolsters, heated mirrors, dual-zone automatic climate control, fog lights, keyless entry/start and a body-color rear spoiler. The last and most expensive configuration comes when opting for seats fully covered in leather, which raises the starting price to $27,495 for the manual model and $28,595 for the automatic.”

  • avatar
    Speed Spaniel

    It looks like they **nailed** the pricing…..

  • avatar
    Robstar

    Too expensive for too little power. They need to drop this about $3k or so.

    • 0 avatar
      srogers

      If it’s power you want, go straight to the Mustang. And as for dropping the price by $3k – they’ll sell all that they can make at MSRP for the next couple of years, so be patient…

      • 0 avatar
        Robstar

        Might be a good used buy then 5 years down the road….(and hopefully there will be some known gremlins via TSB’s and forums as well as an aftermarket…)

    • 0 avatar
      chrishs2000

      Those who buy based on specifications need not apply. The Mustang GT is over there, just waiting for you to terrorize old women into submission at red lights.

      • 0 avatar
        Xeranar

        The mustang isn’t really the same. Wanting more power in a smaller package isn’t outrageous. I would say give it about 1-2 years and an aftermarket company will get a functional turbo out there to pick up atleast 40-50 HP.

  • avatar
    mike978

    Seems like very good value compared to the Scion when you consider in the future after the buzz has worn off (may take a few years) that you can negotiate down the MSRP on the Subaru. That would narrow any price gap with the Scion and you get the extra equipment and different looks.

  • avatar
    stevelovescars

    It seems to me that Subaru is playing the pricing game smartly for now. Initially, while the car is hot, the dealers will want to load them all up with options to capture as much of the premium anyway. A year from now, they’ll be able to produce a trim level without the Nav and HID headlights.

    Personally, I don’t care about any of the features the Subaru has over the Scion (well, except for Bluetooth since I’m in a hands-free state, but that’s easy to overcome… one can’t usually hear what the driver is saying on the built-in systems anyway, especially on a car any louder than a Lexus). Likewise, I have nav on my phone and HID headlights just don’t make a big enough difference for me to pay through the nose for them.

    I imagine that finding a base non-nav Scion will be tough for a while anyway, so Subaru won’t be advertising something that doesn’t exist on the ground like Scion may be doing.

    • 0 avatar
      mnm4ever

      Can you get a Nav-equipped Scion version? I thought they were all the same trim, and all options would be dealer-installed? Therefore all Scions will be “base” models…

      Either way, I want HID headlights and Nav in my next car, so I am fine paying the extra price for the BRZ version. Bonus for not having to own a Scion product too.

      I think the price for the standard version is fine, pretty much what I expected, and the extra equipment for the Suby is worth it to me. I am having a harder time with the $2k bump for the Limited model. I also really wanted heated seats, and I happen to like Alcantara. I care less about the dual zone climate control, but along with the heated seats, it is a marriage saver for me :) so could be good. I dont care for the spoiler or fog lights, but my wife will, so we may end up with the Limited anyways, I just don’t think those things are all worth $2k.

      Does anyone know if the cars will have sunroofs or not? My wife is pretty insistent on getting a sunroof, but I havent seen it listed. Could be like the Mazdaspeed and not even offered, maybe for performance reasons? chassis flex?

      • 0 avatar
        bumpy ii

        Given the “head-pod” shape of the roof, I doubt there is any sunroof in the works. There are rumors of a convertible version in a few years.

      • 0 avatar
        burgersandbeer

        They probably left it out to save headroom. Toyota/Subaru envisions this as a track toy; a sunroof would make it a tight fit wearing a helmet for lots of people.

      • 0 avatar
        AndyH_STi

        To further expand on burgersandbeer’s comment, Subaru (& Toyota) probably left the sunroof out as it would add more weight to the car, in precisely the wrong place (way up at it’s highest point). It seems like Subaru/Toyota really wanted to keep the weight to a minimum on this car, and keep that weight as low to the ground as possible.

      • 0 avatar
        mnm4ever

        Yea I agree, it shouldnt come with a sunroof, which is fine with me, I dont care about it. But there are a lot of buyers (like my wife), who INSIST on a sunroof, though I do not see the real need. I never open it, and when my wife does, either I am baking from the sun or annoyed by the strange wind patterns!

    • 0 avatar
      stuki

      Hids make a 5mph difference on night runs in deer country (yellowish filament lights on brownish skin/fur is not a high visibility combination) :)

  • avatar
    gasser

    Looks Great!!!
    This may be the scratch for my middle age itch.
    Last sporty car I had was a new ’73 240Z, with the stick.
    In this day and age, I’ll bet these go out 70/30 automatics to manual.
    The main value of the stick shift is that neither of my two kids ( in their twenties) can drive it!!

  • avatar
    tbp0701

    Has anyone gotten an insurance quote? If the insurance companies price this more along the lines of a Miata rather than a WRX, that will make a much larger ownership cost difference. (I was considering a WRX once, but it made little sense to me to pay what I was quoted, as the price was so absurd that owning an M3 or Corvette would be cheaper. Incidentally, the only similarly absurd quote was for an Acura RSX-S).

    As for the dealer experience, I live in NE Ohio, where there is one very small Subaru dealer I’d consider buying from. I believe all the rest are run by a pretty horrendous local chain of dealerships. Toyota has a pretty good assortment of dealers, including one that treated my parents very well.

    Oh, remember that the Toyota version will actually be at Scion dealers, so you may want to brush up on your shoe-gaze negotiating style before heading in there, yo.

    • 0 avatar

      I fear that idiots will buy them and crash them, and that they’ll be stolen and vandalized frequently, much like the WRX, jeopardizing the premiums. My Miata costs a quarter of what a WRX does to insure, largely because (according to an actuary) the owners are older, don’t crash, make claims and the cars are almost never stolen.

    • 0 avatar
      stuki

      I remember being similarly surprised to realize the total, inclusive of insurance, monthly cost of leasing a 335i and a Civic Si was pretty much the same back when both of them were new. Between BMWFS’ crazy residuals and the Civic’s ricer demographic insurance pool, almost the entirety of the double msrp disappeared.

  • avatar
    Robstar

    Whoa, “bumpy ii”, that sure looks like an insult…

    I think it needs more power and I’ve never been “at-fault” in a wreck in 20 years of driving and drive an STi.

    • 0 avatar
      Jellodyne

      Note he said idiots would buy the higher power choices, he dod not say not that all those who buy power are idiots — there’s nothing wrong with moar powah (I’d certainly take a turbo’d ’86), but lower weight, lower center of gravity, etc are subtler concepts that the idiots in question may not grasp.

  • avatar
    burgersandbeer

    That’s a frustrating way to package the options. Nav, HID lights, and bluetooth for $1,295 is a decent deal, except I don’t care about any of those features. Heated alcantara seats, automatic climate control, and fog lights are more desirable for me, but an additional 2 grand for that is absurd. That pushes me toward the Scion.

    Adding the climate control and fog lights later can’t be that hard, and certainly won’t cost $3,295. I would just have to live without the seats.

    • 0 avatar
      stryker1

      I’m surprised that bluetooth isn’t standard on everything yet. I think its going to end being one of those things like power windows, especially now that Hyundai throws it in with everything.

    • 0 avatar
      stuki

      Different strokes for different folks, I guess. I’d pay $2000 for HIDS alone on a go-fast car. While foglights on a car already that low is rather meh. Bluetooth is another feature I really don’t like living without, and high cornering forces and suction cup Garmins that obstruct forward views aren’t an ideal match.

      I woul, on the other hand, pay extra for cloth seats over Alcantara sweattraps, since I’m, much more likely to be driving in a t-shirt than some racing suit. Heated seats are a must in a convertible, but not so much in an enclosed car. And I’d almost be willing to pay $2000 for the privilege of having proper, direct, manual control over fan speed, cold/hot air mix, ac and which vents the air goes to. Automatic climate control is kind of OK in a house (if on a timer), but no way wold I want it in a sports car.

      • 0 avatar
        burgersandbeer

        I didn’t know alcantara seats were sweat traps. I haven’t owned a set, but figured they would be like cloth. I’m really just interested in the heated seats. I agree they aren’t essential, but I do really like them.

        On the automatic climate control, it might depend on your experience with it in different cars. In my current car, it works as a real “set it and forget it system.” I tell it the temperature I want and I am always comfortable. My previous car had manual controls and I was constantly adjusting them. It drove me nuts. I also think the BRZ’s instrument panel looks a lot better with the automatic system.

        Aside from debating the virtue of the available options, my complaint is really how much it costs to get them. While I like the options in the limited edition, I don’t think they are worth $2000. Paying another $1,295 for options I would otherwise skip is salt in the wound. Every manufacturer plays this game to some extent, but I don’t usually see nav and HIDs forced on people.

  • avatar
    word is bond

    Uggh. So you can’t get it without Nav? That stuff just ages so poorly. Buttons, knobs and switches are timeless.

  • avatar
    stryker1

    Gotta admit. I’m way into that color Blue in the photo.
    wild cars should come in wild colors. That’s one reason I love seeing Challengers on the road. Bright Purple, Green, and Orange. That’s the way to go.

  • avatar
    sastexan

    I’d like the features of the upmarket models, but I really hate the spoiler. Enough that if I were to buy, I would ask a dealer to swap a trunk lid of a non-spoilered with one (then they can mark it up $900 for a “dealer add on”). Although I also like cloth more than plastic (sorry, alcantara) seats.

    • 0 avatar
      bumpy ii

      Dealer likely wouldn’t do a swap, since that would make them liable for the non-matching VIN stickers on the trunk lids.

      • 0 avatar
        sastexan

        A salesman at a Subie dealer here in DC (who participates in some of the enthusiast forums) said that the WRX / STi guys swap trunk lids all the time b/c some love the big wing and some hate it, and he expected the same would happen with the BRZ. Although with the fancy hinges I don’t know how easy that will be with the BRZ.

  • avatar
    debaser

    Cost difference worth the price for the flat-four engine note and never having to say the word “Scion”.

    • 0 avatar
      aristurtle

      Both versions have the same engine.

      And given that it’s sold as a Toyota in other markets, a replacement for the Scion badges is one internet purchase away.

      • 0 avatar
        debaser

        Oh really? I thought I remembered an article at TTAC with the main engineer that the design was going to share engine mounts or something, but that was like 25 f-86 articles ago. Bummer.

    • 0 avatar
      arbnpx

      Both the FR-S and BRZ will have an inline four engine note. This is because both will have equal length headers. The engine note itself is modeled after the note of the 4A-GE in the AE86 Sprinter Trueno. We’ll have to see if there are unequal-length header swaps possible, but personally, since I’ve been a fan of the AE86 since childhood (a decade before I even knew about Initial D or drifting), I love the inline-four style engine note.

  • avatar
    danwat1234

    Subaru’s first Rear wheel drive car in a long time (ever?). I’m sure with it being RWD, it helps the fuel economy.


Back to TopLeave a Reply

You must be logged in to post a comment.

Subscribe without commenting

Recent Comments

New Car Research

Get a Free Dealer Quote

Staff

  • Authors

  • Brendan McAleer, Canada
  • Marcelo De Vasconcellos, Brazil
  • Matthias Gasnier, Australia
  • W. Christian 'Mental' Ward, Abu Dhabi
  • Mark Stevenson, Canada
  • Faisal Ali Khan, India