“We’re confident we can sell every one we get our hands on.” Those are the very confident words of Scion VP Jack Hollis, who is aiming to move between 10 and 20,000 2013 Scion FR-S sports cars each year once it launches later in 2012.
According to Wards Auto, Hollis is expecting around 10,000 sales for 2012, when the FR-S is only on sale part of the year. Scion says that it already has 1243 pre-orders for the car and another 27,000 people who have shown interest in purchasing an FR-S once it goes on sale this spring.
Hollis believes that Scion will have less trouble moving more units than Subaru – who jointly developed the car with Toyota and will be selling its version, the BRZ – because of Scion’s extensive dealer network, the brand’s non-negotiable Pure Price strategy, and because of an unfulfilled niche in the market for a lightweight rear-wheel drive sports car. Scion also thinks that it will have the upper hand over Subaru because it will offer numerous customization options for the car, including a body kit from tuner Five-Axis and performance upgrades from TRD.
The 20,000 unit sales goal is fairly ambitious, especially looking as Scion’s sales history the past few years. In 2011, the brand moved 49,271 tC, xB, and xD models, a 7.9-percent increase from the 45,678 cars sold in 2010. So far, Scion has sold just 15,171 models in the first three months of 2012. If the FR-S is to indeed sell some 20,000 copies, it would account for almost a third of the brand’s sales. Even with such a large chunk of Scion sales captured by the FR-S, Hollis tells Wards that he doesn’t want to inundate the market with the model – it wants to stock more than one model per dealer of the FR-S, but not enough to eliminate the waiting list. Says Hollis, “We want to be able to have that demand on that car where people are waiting and they’re spending more time (thinking about) how they will personalize their car and have that passion.”
All FR-S models are powered by a 2.0-liter boxer-four cylinder rated at 200 hp and 151 lb-ft of torque with either a six-speed manual or automatic transmission. Production of the FR-S, BRZ, and Toyota’s European- and Asian-market GT 86 began at Subaru’s Ohta, Japan assembly plant last month. Pricing for the 2013 FR-S is $24,930 for manual transmission-equipped models or $26,030 for those with the automatic.
Source: Wards Auto