Toyota Adopts a Time-honored Strategy for the 86 - Bring on the Special Edition!
With so much online page space taken up by the RAV4, Corolla, Camry, Tacoma and other practical, high-volume Toyota products, it’s often easy to forget that the staid and sensible automaker sells an entry-level, rear-drive sports car.
February marked a significant milestone for the Toyota 86 (née Scion FR-S), sibling to the Subaru BRZ, in that it was the first month since 2013 that didn’t see a year-over-year sales decline. That year was also the high water mark for sales.
No doubt aware of the rebranded coupe’s lagging fortunes, Toyota has adopted a time-honored method of drawing eyes back to its 86. Offer a slightly enhanced version, raise the price, and cap production numbers.
Steph Willems Mar 11, 201733