Scion expects to sell up to 20,000 FR-S sports cars each year

Article by Christian Andrei, on April 30, 2012

The 2013 Scion FR-S sports cars will be launched later this year. Scion VP Jack Hollis is highly optimistic about this model. He aims to sell between 10,000 and 20,000 units annually and expects to sell each unit that is built. Wards Auto said that Hollis anticipates that it will sell about 10,000 units for 2012, when the FR-S is available for just a portion of the year.

Scion claims that it has already received 1243 pre-orders for the car. Another 27,000 people have expressed interest in buying an FR-S when it starts selling this spring. Hollis thinks that Scion will have an easier time of selling more units than Subaru, which had jointly built the car with Toyota and will be selling its version, the BRZ.

He pointed out Scion’s extensive dealer network, its non-negotiable Pure Price strategy, and the gap in the market for a lightweight rear-wheel drive sports car.

Scion also offers multiple customization options for the car, such as a body kit from tuner Five-Axis and TRD performance upgrades. This 20,000-unit target is quite ambitious, when you consider how Scion’s sales had been for the last few years.

Last year, this brand sold 49,271 tC, xB, and xD models, about 7.9% higher than the 45,678 cars sold in 2010. In the first quarter of 2012, Scion has only sold 15,171 models.

If the 20,000 units of the FR-S do get sold, it would make up nearly a third of the brand’s sales. Nevertheless, Hollis said that he doesn’t want to flood the market with the model. Scion will only be stocking more than one model per dealer of the FR-S but this won’t be enough to eradicate the waiting list.

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