QOTD: Which Brands Should Pair Up on Sports Cars?

Tim Healey
by Tim Healey

Earlier today, we told you that one of the bosses at Toyota said that the sports-car market is shrinking so much that brands will have to partner to make the economics of selling sporty cars work.

Selling sports cars has always been a difficult proposition. We enthusiasts tend to despair as people continue to buy boring crossovers and SUVs (and even not-so-sporty sedans), but the truth is that most consumers aren't car enthusiasts and are buying the best vehicle for their lifestyle. Not to mention there also car enthusiasts out there who can't afford a sports car -- especially if they can only afford one vehicle and they need something that provides utility and/or fuel economy.

That's a somewhat long-winded way of saying that the sports-car segment will always be relatively small.

That being the case, what if Tomoya Takahashi, the president of Toyota Gazoo Racing, is right and brands need to pair up to keep sports cars alive? What brands should pair? Obviously Toyota is already pairing with Subaru on the GR86/BRZ and working with BMW for the current Supra.

Who else should pair up? Maybe Ford and Mazda can revisit history -- remember the Mazda-badged Ford trucks and SUVs -- to give the "zoom zoom" brand a long-hood, short-deck sports car that could slot above the Miata? Maybe Chevy can resurrect the Camaro yet again with help from, say, oh I don't know, Honda?

For the purposes of this question, let's go with partnerships that would only involve competing automakers, not brands that are part of the same company. So no imagining an luxury Mustang with a Lincoln badge.

What say you? Sound off below.

[Image: Toyota]

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Tim Healey
Tim Healey

Tim Healey grew up around the auto-parts business and has always had a love for cars — his parents joke his first word was “‘Vette”. Despite this, he wanted to pursue a career in sports writing but he ended up falling semi-accidentally into the automotive-journalism industry, first at Consumer Guide Automotive and later at Web2Carz.com. He also worked as an industry analyst at Mintel Group and freelanced for About.com, CarFax, Vehix.com, High Gear Media, Torque News, FutureCar.com, Cars.com, among others, and of course Vertical Scope sites such as AutoGuide.com, Off-Road.com, and HybridCars.com. He’s an urbanite and as such, doesn’t need a daily driver, but if he had one, it would be compact, sporty, and have a manual transmission.

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2 of 42 comments
  • Wjtinfwb Wjtinfwb on Jun 20, 2024
    I'd like to see a Ford/Mazda relationship restarted. Both companies have some car guys keeping the flame alive and could develop a sports car slightly bigger than a Miata and pick and choose from each other's parts bin to put together some attractive powertrain combo's. Even a Mazda 3 AWD with the 300HP EcoBoost 2.3L, manual and AWD from the Focus RS would be welcome. Even better, a factory Miata V8 with the 480 HP Coyote (i know it wont fit...) and a manual gearbox. And how about a CX-5 with a 2.7L EcoBoost V6 with AWD and an chassis tuned for sport. Lots of possibilities.
  • 1995 SC 1995 SC on Jun 21, 2024
    Pontiac and Olds
  • V16 2025 VW GLI...or 2025 Honda Civic SI? Same target audience, similar price points. Both are rays of sun in the gray world of SUV'S.
  • FreedMike Said this before and I'll say it again: I'm not that exercised about this whole "pay for a subscription" thing, as long as the deal's reasonable. And here's how you make it reasonable: offer it a monthly charge. Let's say that adaptive headlights are a $500 option on this vehicle, and the subscription is $15 a month, or $540 over a three year lease. So you try the feature for a month, and if you like it, you keep it; if you don't, then you discontinue it, like a Netflix subscription. In any case, you didn't get charged $500 up front the feature. That's not a bad deal.In my case, let's say VW offers an over the air chip reflash that gives me another 25 hp. The total price of the upgrade is $1,000 (which is what a reflash would cost you in the aftermarket). If they offered me a one time monthly subscription for $50 to try it out, I'd take it. In other words, maybe the news isn't all bad.
  • 2ACL A good car, but - at least in this configuration -not one that should command a premium. Its qualities just aren't as enduring as those of Honda's contemporary sports cars. For better or worse, this is a formula they remain able to replicate.
  • Jalop1991 I just read that Tesla's profits are WAY down "as the electric vehicle company has faced both more EV competition from established automakers and a slowing of overall EV sales growth." This Cadillac wouldn't help Tesla at all, but the slowing market of EV sales overall means this should be a halo/boutique car. Regardless, yes, they should make it.
  • FreedMike It's just a damn shame that Alfa never conquered its' quality demons in time for the Giulia and Stelvio to hit the market - these are loaded with personality, and we need more product like that.