Hachi-Roku Thursday: When And Where

Bertel Schmitt
by Bertel Schmitt

I already told you that today is not the official launch. Highly out of the ordinary at Toyota. Usually, when the members of the media are invited, the car goes on sale. Not in this case. In Japan, the car will be in dealers’ showrooms in April, I hear. Nonetheless, if I want one right away, I better hustle down to my neighborhood Toyota dealer and place an order now.

The car is made at Subaru’s Gunma Manufacturing Division, 1,000 per month. Currently, there are more than 3,000 pre-orders, I better take a number. “But when will the car arrive in the U.S.?“ is what you and I want to know. “Not decided yet,” is the official answer.

Privately, I hear that the car should arrive in America, “sometime in summer.” It will be many hot months before Jack Baruth knows whether he is amongst the chosen 86.

Later, I question hachi-roku Chief Engineer Tetsuya Tada, about the U.S. launch date. No answer. Then, a possible hint.

It soon becomes evident that Toyota is really in love with everything 86. The car will be exported to 86 countries, Tada says. Later, we discuss an electronic gizmo Tada dreamt up (to be covered in the next installment,) and I ask Tada whether the gizmo will be available before the car arrives in the U.S.

“Oh, I expect it will be ready by August 6,” says Tada.

I ask him whether that day has a special importance.

“It is an eight and a six,” says Tada with a sibyllinic smile.

Hmmm.

Later in the evening, I receive a phone call from Toyota, saying that I shouldn’t take the 86 countries at face value, it might be a different number. What about August 6, I ask. “Let’s not even go there,” is the answer. Oh, the incertitude!

Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Threeer Threeer on Feb 02, 2012

    A price approaching $30k will push it beyond our consideration and we'll just soldier on with the tC, I suppose (my wife loves it, so there ya go). And if it does wind up being that close to $30k, the initial enthusiasm might cool a tad here in the States for it. Guess we'll have to continue to wait and see what they decide...and I thought the reveal and spec info on the Abarth was drawn out...sheesh.

  • Idriveaneon Idriveaneon on Feb 02, 2012

    There are already some Subaru BRZ's in the states, not sure if they are pre-production or were for auto shows... I work near the port and saw a car carrier with 3 of them on it. Sorry for the crappy pic. http://i41.tinypic.com/30hrhxj.jpg

  • Stuki Stuki on Feb 02, 2012

    Man, the hype surrounding the launch of this thing couldn't be more feverish if it was name the i-roku.

  • Type57SC Type57SC on Feb 02, 2012

    So you're saying that they are selling at 3x the planned rate!!! Look out Prius C.

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