Subaru BRZ Sales Take a Dive as Toyota GR86 Sales Skyrocket

2023 Toyota GR86 (Toyota )

The rivalry between Toyota’s GR86 and Subaru’s BRZ has taken a dramatic turn, with the former experiencing a remarkable surge in sales and the latter struggling to stay afloat.

The GR86 has seen an impressive 41.9% increase in sales, with Toyota selling a whopping 7,467 units so far this year. In stark contrast, Subaru’s BRZ has suffered a devastating 43.7% decline, with a mere 1,414 units sold.

2023 Subaru BRZ (Subar)

This disparity in sales is all the more surprising given that the two cars share a common platform. Toyota’s larger brand presence in the US market certainly plays a role, but the GR86’s outselling of the BRZ by a factor of five is a striking phenomenon.

While Subaru’s total sales are still on an upward trend, with a 6% increase from last year, the BRZ’s poor performance is a cause for concern.

The Outback remains Subaru’s best-seller, with 16,853 units delivered in June, while the Crosstrek and Solterra have recorded their best-ever June sales figures. However, the BRZ’s meager 243 units sold in June pale in comparison.

Toyota, on the other hand, is experiencing a sales boom across its range. The GR86’s success is part of a broader trend, with several Toyota models enjoying serious sales growth.

The bZ4X EV, Camry HEV, Corolla HEV and Cross, Crown, Grand Highlander, Sequoia, and Tundra HEV have all seen impressive sales increases.

Toyota has sold 315,850 cars so far this year, a 13.6% increase from last year. While June’s sales fell by 15.8% compared to last year, Toyota’s overall performance remains strong. The GR86’s success is a testament to Toyota’s dominance in the market, leaving Subaru’s BRZ in its dust.