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Its all about supply and demand. If there is no demand for the Scion FRS the price will be lower. It looks like it is priced to compete with the MX5.
2012 MX5 US pricing -
Avg. Paid: $23,014 - $29,307
MSRP: $23,190 - $29,760
Invoice: $21,460 - $27,533
MPG: 21 City / 28 Hwy
2dr Conv Hard Top Man Grand Touring
Transmission: Manual
Drivetrain: Rear Wheel Drive
MPG: 21 City / 28 Hwy
Engine: Gas I4 2.0L/122
Horsepower: 167 @ 7000
Torque: 140 @ 5000 2.0L/122
MSRP: $28,660
Invoice: $26,517
Nat'l Avg. Paid:$28,254
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