More BRZs Heading to the US to Satisfy Demand

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If you build it, they will come. Thing is, Subaru far underestimated demand for its new BRZ in America and it's now stepping up supply to meet demand.

Without question, the Subaru BRZ has been a phenomenal success for the Japanese brand in 2012. In fact, Subaru is selling a record number of its cars these days, and despite its limited production run, the rear-wheel-drive BRZ has been yet another shining light with demand far exceeding supply. As you could expect, this has caused much frustration amongst anxious and hopeful BRZ buyers. If you were to ask them, deep-seated anger is more like it.


Fortunately Subaru has heard these voices of rage and has just announced that an additional 2,000 BRZs will be heading to the US over the next four months to help satisfy demand. Interestingly, Subaru has yet to announce the number of 2013 MY BRZs that will be allocated to the US. Those incoming BRZs will be 2012 models. Since first going on sale last April, only about 500 Japanese-built BRZs a month were allocated to the US, a number that fell far short of the demand Subaru didn't expect to ultimately have. All told, some 3,120 BRZs have been sold in the US since October.

Tom Doll, COO of Subaru of America, stated that "We are selling all the BRZs we can get....and we have been sold out of the car since it was introduced." The report also mentioned that Subaru's American division has also requested more units of the new XV Crosstrek, a raised version of the Impreza hatchback. That model has also been a sales success with 3,076 units having been sold through October alone.

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