The Comparable Car Conundrum
From Frankfurt to Tokyo to Detroit, the Subaru vs Toyota punch and counterpunch reveal of two very similar cars seems to raise more questions than it answers.
The Subaru BRZ
I feel a bit like I've lost the thread of a movie halfway through. Not in a good Inception-type way, but more like Vanilla Sky. Either I've missed a fact that everyone else saw, or no-one else has mentioned the plot failing, and the failing is this: why on earth are Subaru and Toyota making the same car?
I don't mean this in a small, they-look-a-bit-similar way either. The underlying platform engineered by Subaru is virtually identical for both cars, but with both cars officially announced this week after months of leaked photographs, it would appear that the cars are styled identically as well. I'm really struggling to spot any differences between the two.
Of course, manufacturers working together is not without precedent. The Ford Galaxy/VW Sharan/Seat Alhambra were all but identical bar the badging. VW platform-shared between the little-loved Phaeton and the Bentley Continental GT. In the former case, the fleet buyers and leasing companies cared not a jot which badge they had, while the changes between the latter pair (not to mention the differences in dealerships and expectations) were so significant - with an associated price hike - that the two cars were clearly differentiated.
However, I struggle to see how this will work for Toyota. The GT 86 will not be bought by fleets and insurers will probably throw a wobbly over the RWD layout, so this will be bought by private buyers who desire it. Will any subtle differences in body styling or engine be enough to draw people away from Subaru dealerships where the BRZ will nestle alongside WRX Imprezas? If Subaru do bring out hotter versions as rumoured, then could it leave Toyota with fast-depreciating, less desirable cars?
The concept sounds great on paper: small, rear wheel drive coupe with enough grunt to match the normal rear tyres. This would seem like a great real world car. When the press cars go out, the Internet and magazines will be full of photos of journos sliding them and probably claiming that the chassis could handle more power, but I fear this will miss the point. However, with both models seemingly heading towards the thirty grand mark and the competition - as well as similarly-priced Imprezas - hovering between 250-300bhp, you'd certainly feel short-changed.
How could, or should, this have played out? Small, light, rear wheel drive and modest power would be a great package if it was competitively priced. For Toyota, pricing the GT 86 at £20k or so would have seen them fly off the forecourts. They would have been a lovely drivers package and Subaru could then take the higher performance bracket where they have a current customer base.
The other option could have been to capitalise on a car that is both rare and carries a level of mystique – the Lexus LF-A. A small coupe carrying a Lexus badge with more styling cues carried over from big brother (along with a titanium key for squash club bragging rights) would seem a far more appealing option for those buying with their hearts than their head.
There are options and methods for differentiation, to form a collaboration to cover both the higher and lower ends of the market. Instead, what we appear to have is two manufacturers selling almost exactly the same car for the same money, and I just can't see how this is beneficial for either company.
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About Chris Ratcliff
Chris has had a lifelong obsession with cars and photography, and luckily he gets to write about both subjects for Drive Cult. He's also been known to watch a Formula 1 race or two, and swears blind that the big red Canon logo on the rear wing of Nigel Mansell's 1986 Williams is what makes him spend so much on Canon gear.
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Matthew Lange
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Jerry C
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Commenting is not available in this channel entry.Well said Chris, the price that Toyota and Subaru can bring these cars to the UK too is critical. I appreciate that the Yen is strong versus the Pound at the moment, but if it they do indeed cost the rumoured £28,000 they are going to struggle IMO.
At that price there are up against the base TT, with the 370Z and Scirocco R only a little bit more especially if the car is going to be financed. Against these cars they will need more than a class leading chassis to sell.
Disagree on the pricing. You’ve made some assumptions too about articles that haven’t been written yet. And a ‘chassis’ (!) that ‘can handle more power’ is… The sign of a good car.
There’s not much out there that’s significantly quicker for the 26k list price (28k was made up)
the rcz 200bhp version is 30k
the tt 210bhp version is 27k
the scirocco 210bhp version is 25k but a chunk (200kg) heavier. The r is 30k - the BRZ sits between the two cars on performance
1 series coupe 210bhp version is 27k but weighs 300kg more
The RCZ is £23,595 in 200bhp form, and another comparable cars the new Mini Cooper Coupe S in JCW trim is £23,795 basic. Not sure enthusiast drivers would look at the RCZ, but would certainly look at the Mini.
Pretty much in line with what you say, I reckon the Toyata should be a 20k lightweight 200hp fun car with basic trim level. The Subaru should have been given much meatier styling, a chunk more power and cost more. Two cars, both with great chassis, but critically each with their own distinctive charachter. To be honest this is what I think many were expecting.
I can though still see the Toyata selling reasonably but with Subaru being such an enthusiast brand it’s surely gotta struggle being virtually the same car?
I’m not sure about UK pricing because I live in the US. The cars I think it will compete with here are:
Impreza WRX-$25,595
VW GTI-$23,695
Mazda Miata-$23,110
Mazdaspeed3-$24,000
Ford Focus ST-$27,000 (best estimate since it is not out yet)
Mini Cooper S-$23,800
Mini Cooper JCW-$30,600
So, the Subaru/Toyota (Scion here in the States) will have to compete with these prices if it wants to sell.
RCZ cheapest for 200 bhp model is 25,950, according to their press office. Which is the same price as the Toyota.
Graham, the only rwd car in your list is the Miata, a tiny 2 seat convertible. Surely not a good comparison?
Interesting I was quoting the Peugeot UK website http://www.peugeot.co.uk/vehicles/peugeot-car-range/peugeot-rcz/build-price/ but we are getting off the point :-)
And I didn’t mention the Ford Mustang V6 or the Hyundai Genesis Coupe because they are obese and are not direct competitors.
I also don’t see enough of a differentiation between the two products. This reminds me of Subaru’s collaboration with Saab to develop the 9-2x, a clone of the WRX. I think that enthusiasts will be aware of both cars and will choose the whichever get them a better price. My guess is that Subaru will end up the loser. It’s also obviously a car that lives outside the Subaru AWD DNA.