Scion FR-S Sells Well, But It's Early

So often we hear analysts and fans excuse a car’s poor initial sales performance with a phrase like, “But it’s early.” Oddly, the very same phrase is legitimately used when discussing a new car’s surprisingly successful first month. In just its second month on sale, in just its first full month on sale, the Scion FR-S did not sell poorly.

Rarely has a car generated such an avid fan base before any independent testing had been completed. In a market that’s been starved by the disappearance of the Toyota Celica, Acura Integra, Honda Prelude, and Mazda RX-8; insulted by the long hiatus of Ford’s performance-oriented Focus; and offended by the weight gain of Mitsubishi’s Eclipse, a lightweight rear-wheel-drive sports car is a gift at $25,000.

Not that they’re direct rivals, but so-called sports sedans like the Volvo S60, Lexus IS, Acura TSX did not sell as frequently as the Scion last month. Mini’s best-selling variant, the Cooper and Cooper S hardtop, sold 2601 times in June. Volkswagen sold 1508 GTI hatchbacks plus 447 copies of the Golf R. Subaru Impreza WRX sales jumped 72% to 1138. Scion tC sales climbed 4% to 2128. The rear-wheel drive BMW 1-Series found 701 buyers. Sales of the Mazda MX-5 Miata improved 30% to 659. Honda CR-Z sales slid 58% to 409 units. Besides the American muscle car trio, the Hyundai Genesis Coupe (numbers for which are folded into the Genesis’s 3374-unit total), and the curious Hyundai Veloster, 3232 of which were sold in June, the FR-S fared better than other sporting cars.

As the best-selling Scion in June, FR-S sales reached 2684 units. That’s 32% of Scion’s U.S. total. Incidentally, in its first Canadian sales month, the FR-S delivered 51% of Scion’s volume.

Would a potential FR-S buyer consider acquiring a Mustang instead? Regardless, sales of the Ford pony car surged to 10,263 in June. Chevrolet Camaro sales rose to 9123. Dodge sold 4009 Challengers, marking that car’s best ever June.

One car we know to be a direct rival of the FR-S is the virtually identical Subaru BRZ. 271 BRZs left dealers in May, another 818 in June. Subaru never intended the BRZ to be the comparatively high-volume car that Scion’s FR-S now clearly is.

But it’s early. And to quote another painful analyst phrase, “Only time will tell.”