Quote:
Originally Posted by Flat Black VW
I understand what you are saying by your post OP, but I think you have a lack of some important information.
Subaru is not going for the same market as Scion, The BRZ is intended for a more "mature" market, while the FR-S is supposed to be for the "young" people.
Advertising, Subaru is not doing advertising for this car, their allotted number for the year are pretty much already sold out, this is because they are producing significantly less BRZs than FR-Ss, this is not simply Toyota did better marketing the car, this was the original intention.
Basically everything you described is what Toyota/Scion and Subaru were planning to do, they don't want to be in competition with each other so they go for a different market with the two vehicles.
Subaru is fine with selling less numbers wise because, really, they produce all of them, so they get their fair share no matter what.
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I wouldn't take that market segmentation business too seriously. For one thing, marketing is not a science, and it is not even an art, it is a lot of hype based on some unstable correlations. The market a manufacturer goes after is often not the market they get. A classic example is the Honda Element that was meant to appeal to young people but garnered mostly retirees.
Secondly, I think Subaru got stuck with the "older, more mature" market segment by default, not by desire. They had to think of something to differentiate themselves from Toyota's decision to sell the car as a Scion, Toyota's youth brand.
I suspect that the BRZ and FR-S will sell to essentially the same people, with very minor differences. BRZ owners will on average be more knowledgeable about cars (because there is almost no other way to find out about the car except in enthusiast publications and forums) and will have slightly more money.