Americans seems to have fallen out of love with the BRZ, sales of which are languishing in 2024
- Sales of the Subaru BRZ are down 37 percent this year, and April was the car’s worst month yet.
- Americans purchased just 178 BRZs last month, 65 percent fewer than they did in April 2023.
- Brand-wide sales are up 7.4 percent so far in 2024, thanks to vehicles like the Outback and the Forester.
The Subaru BRZ is an affordable sports car that punches well above its weight in terms of fun, outperforming expectations for its price tag. However, that fun factor hasn’t translated into strong sales figures so far this year. The coupe saw its worst performance yet in April, with Americans only buying 178 examples of the flat-four powered model.
It’s not exactly surprising to see the BRZ selling in small numbers, since it’s an impractical car for people who value fun over the comfort of their third and fourth-best friends, but last month its sales dropped by a whopping 64.9 percent.
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April was a brutal month for the BRZ, marking both its lowest sales volume and worst relative performance of 2024 so far. While sales have struggled throughout the year, the first quarter decline was a softer 22.2%. However, April’s particularly weak showing has significantly dragged down year-to-date sales, which now stand at a hefty 36.7% drop compared to the previous year.
In contrast, its sister model from Toyota, the GR 86, managed to maintain stable sales during the first quarter of 2024, with a total of 2,041 units sold (+0.1%) compared to 2,038 during the same period in 2023. We’ll have to wait and see how it performed in April, as Toyota has not yet released these figures.
Subaru BRZ Sales 2024
Brand-wide, Subaru’s sales were up 9.5 percent in April, driven by strong performances from the Crosstrek and the Forester, deliveries of which were up 17.6 percent and 85 percent, respectively.
The Legacy’s sales are down 19.5 percent so far this year, and Subaru has decided to discontinue the model, in order to focus on SUVs. And, based solely on the sales charts, that looks like a smart move.
So far this year, the Forester is the fastest-growing model (+65.8 percent), and the third-strongest seller (40,059) in the Subaru lineup, behind the Outback (48,344) and the Crosstrek (51,872). In the first four months of the year, Subaru’s cumulative sales are up 7.4 percent.
“As new models make their way to our retailers, we are confident that customers will be able to find Subaru vehicles like the Forester,” said Troy Poston, Subaru of America’s senior VP of sales. “Car buyers are seeing Subaru’s growing model lineup become one of the strongest in our history, and we look forward to offering them the value, reliability, and longevity that our brand is known for.”