Hachi-Roku Pricing Announced. Got 25K?

by Bertel Schmitt

Published: March 22nd, 2012

Long faces in hachi-roku land. Following a multi-year propaganda campaign, expectations for an “affordable” sports car collide with hard (currency) realities.

Toyota today announced dealer pricing for the 2013 Scion FR-S compact rear-wheel drive sports car. The FR-S (a.k.a. Toyota FT/GT86/86/Subaru BRZ) starts with a manufacturer’s suggested retail price (MSRP) of $24,200 when equipped with a six-speed manual transmission, and $25,300 when equipped with a six-speed paddle shifted auto. Those who expected $19,000 or less: Save some more.

The car “will go on sale this spring” in the U.S., says Toyota. And not on August sixth or June 8th, as surmised by some bloggers who are fascinated by Asian numerology. First cars rolled off the line in Japan last week and should be in the U.S. some time in April.

There is one news outlet that is absolutely ecstatic about the pricing: USA Today. “We doubt anyone expected the starting price for the 2013 Scion FR-S to be this low,” says the paper.

#BertelSchmitt #FRS #FT-86 #Hachi-roku #Japan #Scion #Toyota

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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Mktimes5 on Mar 22, 2012

Although the price is higher then I would of liked, I still think it is fair enough. This car is 100% Japanese built, can you even buy cars actually made in Japan anymore? I think that would make a car of this caliber have a special build quality that you would never find in its competitors like the Genesis or Mustang or at least I hope it would.

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MattMan on Mar 23, 2012

This price is RIDICULOUS. The Ford Transit van starts at $22,035 and has way more interior space. Sabine Schmitz proved it's up to Track Day work. Why would anyone get an FR-S or BRZ when they can get a Ford Transit?

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