Does Nostalgia Sell Cars?
As I write this, talks of iconic Toyota sports cars flood the internet. Even if you haven’t read the gossip on the MR2 or witnessed spy shots of the Supra, you have most likely seen or heard of their predecessors. Toyota has sold an 86 for over half a decade alongside Subaru’s BRZ. Has it lived up to its name and will these new modern reincarnations hold true to their origins?
Purists would tell you that the new 86 is nothing more than a rebadged Subaru. It is true; the 86/FRS/BRZ has a boxer engine, notorious to the Subaru lineup. But Toyota will have you believe that it follows the lineage of the Toyota Sports 800 equipped with a Toyota U 790cc flat 2 cylinder. I find it hard to believe that Toyota ever planned on putting a boxer engine in their vehicles again, let alone something considered their “performance revitalization”. The U engine only existed from 1961-1976 and maxed out with 48 horse power. If it had not been for the union between Toyota and Subaru a new U series engine would not have been likely. Adding insult to injury is the fact that Subaru considers the same engine part of their FA engine family that was developed from the FB engine which dates back to 2010.
Styling wise Toyota took several cues from the 2000GT. In many cases they were great rejuvenations of classic styling. If you look at the rear quarter windows and roof design between the 86 and 2000GT they are nearly identical. Even the shape of the doors and the slope of the rear are reminiscent of the classic sporty design. Although if your only exposure to the 2000GT was by James Bond in “You Only Live Twice”, you probably never noticed the roof and rear slope due to Connery’s tall stature. It should also be noted that Toyota loosely claims the 2.0L displacement is shared between the 86 and 2000GT despite the fact that one is a 4 cylinder and the other is a 6.
The 86’s name sake is from the fan favourite AE86, also known as the 1984-1987 Toyota Corolla GT-S or Toyota Sprinter Trueno/Levin. It is more colloquially known as Hachi-Roku (ハチロク) which literally translates to “eight-six”. It does follow the same build concept as the original 86: a modestly powered, fuel efficient, front engine/ rear wheel drive, nimble 4 seater, which is most notably cheap affordable. While that description alone is enough to sell to the car enthusiast community (who have been salivating at the mouth for this since the early 2000’s), does the 86 name help or hurt sales? Looking at the other side of the same coin, does the BRZ name have any influence on the consumer’s choice?
Even when looking at these twins critically they are essentially still the same car. Mild styling differences, some creature comforts, and a badge are what really allow you to discern one from the other. Subaru offers push button start, dual climate control, heated seats, and LED head lights while the original FR-S did not. The current 86 offers LEDs on all models, but you’ll have to jump up to the GT model to reap the rest of the interior rewards. Both have their own “performance trim” with their company specific flare and Brembo brakes, but if you’re not willing to jump nearly 10 grand you’re stuck with a near identical car.
With these similarities you’d assume sales should be relatively similar. On the other hand, one might predict that because of the solid Subaru foundation of the car, that the BRZ variation may be the top seller. According to US sales figures from CarSalesBase, the initial release in 2012 showed 4144 BRZs sold. But what about its Toyota counterpart? 11417, meaning over 7000 more FR-Ss sold in the US that year. This was in the time when the FR-S had a slightly cheaper price tag, but also less creature comforts. When the FR-S, and Scion as a whole, bowed out in 2017 the newly released 86 was more on par with the BRZ in terms of price and quality. Both had a style refresh and the 86 had an improvement on interior material quality. The BRZ in 2017 had similar sales numbers to its release year with 4131, while the 86 sold 6846. Once again, nearly 3000 more 86s sold in the calendar year. It’s noteworthy to say that regardless of the FR-S or 86 name, the Toyota variant has always outsold the BRZ in the US.
Both cars will do the same job for the same price, so what is the difference? Some may argue advertising, despite Toyota telling you the 86 isn’t for you… (“Toyota 86: Great for One Thing” Video). Maybe its dealership availability or corporate reputation. But I believe it comes down to the emotions and memories instilled in consumers from cars like the AE86, and 2000GT, and the Sports 800. For Subaru fans this is a new game for them. Brand loyalists will be giving up the AWD they have become accustomed to, even from the entry level Subarus. Initial D fans will look at the new 86 as the AE86 from the manga and anime, hoping for all of the magic that goes along with the fictional story. Regardless of the source of nostalgia, it’s safe to accept that it is responsible for around 30,000 extra sales in the US since 2012 for Toyota when comparing these mirror twins we call the 86 and BRZ.
