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There is nothing really wrong with two models of similar spec and overlapping sales.
Cast your minds back to 1994. We have the Twin Turbo Supra and the Celica GT4. About 1second between them 0-60 and officially only 25bhp between them (JDM GT4 255Bbhp VS JDM Supra 280bhp).
This didnt harm sales and both cars did pretty well.
I guess it came down to taste and what you were going to use the car for.
Same will happen if they did a turbo awd brz. If you want a coupe you'll go brz and if you need to take the family around and do the shopping you'll buy the Impreza.
Think of it as a BMW M3 Coupe and a BMW M3 Saloon/Estate.
Im sure the only reason there are STI branded bits is to appeal to the aftermarket in the same way Toyota is doing with TRD/Modellista aftermarket parts.
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