I was at the event, posted several pics on my Facebook. With the Subaru price looming around 25,595 (supposedly very similar starting price to the WRX) I would expect, but do not know that the Scion will come in 1,500 to 2000 dollars less. Factoring in the fact that the base does NOT have HID, and it does not have navigation like the base model US is equipped. My guess the car will start out in the 23K range, plus a few hundred. Just using the BRZ US information as a baseline.
Things you may want to know but didn't ask for:
The FR-S displayed in the front hall that was modified with Greddy and Rays Engineering parts was equipped with Greddy coilovers, (pics on my facebook) Rays engineering wheels 19x8.5 +45 front with 225/35/19 and 19x9.5 +45 245/35/19 rear. It was equipped with a Greddy exhaust system as mentioned earlier as well. They did not pop the hood on this car so the engine was likely stock.
The rear fenders on the factory car are not rolled from the factory (the GT-R is) however the front wheels have no fender lip. The stock 17" wheels have slightly over an inch clearance between the inside of the rim lip and the strut body in the front.
I was over all quite impressed with the car, and will be purchasing the BRZ myself, although I wouldn't kick an FR-S out of bed
. As I stated earlier the price will LIKELY be below $25,595 by a fair bit, (maybe $1,500-$2000 less due to lack of nav, but again just a guess. I know I said it twice.) due to the lower spec equipment on the scion base car vs the Subaru base car and the QUOTED Subaru base price hovering near an entry level WRX.