Quote:
Originally Posted by ZionsWrath
I am no businessman so correct me if I am wrong. There is a certain market for "specialized/sports/niche" vehicles. I feel certain the educated people developing this car understood that. The miata is the most affordable, RWD, sports care available. Disregarding that, it was a known fact prototypes of our car were routinely seen bench-marking against caymans.
hmmm.....
I don't think the engineers and businessman are stupid. I think they knew if they could produce a vehicle with as close as possible Porsche handling AND near miata price point and power, they would had an EASY success.
Seems like they have achieved that, what do you think?
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As a business graduate, I think you make a valid and excellent point. The success of a product, though heavily weighted on the financial viability from a shareholder or owner's perspective, is measured qualitatively as well.
The public and critical response to the car has been overwhelmingly positive, instantly reflecting positively on both Toyota's and Subaru's brand image. By showing that both companies are capable of defying the perceived boundaries by building a purposeful sports car, they have diversified their portfolio and paved the path to future developments like the FT-1.
These types of vehicles bring in buyers from a market that their current vehicles do not tap into at all. Even though it may not be nearly as profitable as selling corollas and imprezas, the exposure they get is more than worth it from a market analysis perspective. This will help justify future exciting ventures like this, even if profits are low, for as long as they are not sinking and LOSING lots of money, it allows them to get FR-S/GT86/BRZ buyers into the brand family...guess what brands they may be more inclined to consider when it comes time for a family sedan or SUV?
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DSOmegaX - Hit the nail on the head in differentiating the term 'success'. You are right, the twins will never be seen as a success in the same way as a Corolla or Camry through #1 overall sales numbers and volume profits. It will, however, be credited with with tapping into that niche under $30k 'practical' sports car market that has so far been a void for both manufacturers. I'm sure over the next couple years production won't be as much as 2013/2014 as sales begin to slow, but they will be more profitable and over the life of the car it will not only be a commercial success, but a financial one as well...paving the way for cars like the FT-1 as you mentioned.