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Um...Toyota and Subaru aren't in competition, they're working together to help each other out (Toyota owns a decent size chunk of Subaru). As far as I can tell, Toyota wants to expand the youth-oriented Scion brand more by adding a true sports car to that mix otherwise they'd have sold it as a GT86 here just like everywhere else to help the Toyota brand. For Subaru, I figure they want to diversify their niche AWD-only brand identity by adding a dedicated RWD vehicle, and are using their sports car reputation from the WRX and STI to do so via the BRZ. Vehicle pricing and appointment is a reflection of the brands and their buyers, hence the FR-S being more entry level and the BRZ being more well-accessorized. I expect both makes will benefit greatly from the vehicles and will continue to develop them, with Toyota selling considerably more than Subaru in the process. Remember, the brands are different but the cars are the same (essentially).
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