Spot-on as always Dave. :) Subaru and Scion are dancing a tightrope of socioeconomic peril. Price the car too high and you lose a huge chunk of willing buyers. Price the car too low and you throw profit out the window.

I said supposedly... I do not know that for sure. Thought BRZ was in May and FRS in June...but that is from memory on various posts here...so I could be totally wrong.

Rumors state June for the FR-S but I'm not sure if there's been an official date released. Subaru has released May 2012 for a long time now and the internal information still agrees with that.

My dealer emailed me the same info this morning. However, she seems to think that once she places the order she'll know the price. Hm. I'd say that expecting too much ;)

Info is all speculation at this point. All we know is March 1st: BRZ portal opens. With that said, multiple scion sales people have told me to expect a June/July launch where as SoA has printed materials aiming for early May launch.

Pricing is a tightrope for sure..

They have to remember that they still face stiff competition. Each customer's decision is based on a value they create in their own mind.. but part of that value is determined by what other competitive cars cost. If they go much higher than $25k they will start to quickly lose customers to the miata, Mazdaspeed, VW GTI, Genesis coupe, etc..

Just because a car is rare doesn't mean it's worth more money.. you have to have high demand as well.. That demand will not come if they outprice their competition.

That's my limit too. If it's close to going over 30k, I'm definitely test driving it first. And if it doesn't knock my socks off, I'm going somewhere else. This is going to be a great car, but not 30k+ great in my eyes.

It would be worth 30k if it made 300 hp.. not 200

And really, if Scion isn't releasing the FR-S until June or July, if Subaru wants to release in May, Scion could play hardball and not release pricing until the end of May if they wanted to. Forcing Subaru to show their hand.

Yeah that's what I mean, I'm fine with the low power as long as the car is cheap and affordable, once it starts getting in 370Z range, forget it.

Yep. I've been concerned they might overprice it for awhile due to the extended development period (on a car with mostly parts bin parts). They also have to fight the expectations that most here have on the pricing, ie 23k-24k for the FRS, 24-25k for the BRZ Premium and 26-27K for the BRZ Limited. Less than that and people will be extremely happy, but above that and people (who have already increased their pricing expectations during the development timeline) but above that and the car does look like a pretty horrible deal, especially for "average joe" shoppers (ie the guys who only look at numbers.. 27k.. 200hp.. sports car? WTF!!!).

The closer this car gets to $30K OTD, the less I want it. I'm pretty sure that's a number that we here all have relatively in common.

Well my order goes in at 9AM (Eastern) Thursday (officially confirmed the date again BTW) so if I hear pricing I'll pass it along.. Although I'll actually be in physical therapy during that time window so if it's announced to dealers on thursday someone will probably beat me to it :)

I'm sure both know the pricing of each others cars, so I'm not sure Scion gains anything by doing that. It's not like people are going to be happy if the Scion is just as overpriced as the BRZ.