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Toyota Australia defends GR86 pricing, claims “exceptional value”


The place it was as soon as one of the crucial inexpensive efficiency vehicles on sale, Toyota has defined why the brand new GR86 is considerably dearer than its predecessor – and its Subaru BRZ twin.


Toyota has responded to criticism of its pricing technique for the brand new 2023 Toyota GR86 sports activities automotive, insisting there are sufficient adjustments below the pores and skin to cost as much as $3800 greater than its Subaru BRZ twin – regardless of fewer options within the base mannequin.

Pricing for the Toyota GR86 was shared yesterday on the automotive’s launch in Melbourne, the place it was revealed the brand new automotive begins from $43,240 plus on-road prices – up $11,060 over its predecessor, and $2950 greater than its near-identical Subaru BRZ twin.

Talking it BeforehandToyota Australia vp of gross sales and advertising and marketing Sean Hanley justified the value hikes, stating “it is distinctive worth whenever you take a look at all of the specs as a result of whenever you evaluate it [to the BRZ and old Toyota 86]it is a true GR.”



“You understand, if you happen to evaluate it to [the first generation] 10 years in the past, effectively in fact the value has gone up. Prices have gone up, specification… this automotive may be very totally different to the automotive we launched in 2012.”

On the media occasion, GR86 chief engineer Yasunori Suezawa described the adjustments between the Toyota and Subaru that resulted in its delayed launch, together with adjustments to the suspension with new springs, the throttle response, and tweaks to the electrical energy steering system.

“Because the chief engineer outlined, there are distinct variations between the BRZ and the GR86, so I do suppose that there’s a distinction.”



Criticism has been directed on the entry-level GR86’s pricing, which prices $2950 extra in handbook kind – however comes with fewer options than an equal base BRZ, missing 18-inch wheels, Michelin Pilot Sport tires, blind-spot monitoring and extra.

“I feel our pricing technique is correct, I feel it gives good worth and I feel our shoppers, as soon as they get within the automotive, expertise the efficiency, will see the identical factor,” Hanley mentioned.

Toyota has stored the identical worth for each handbook and computerized transmission variants of the brand new GR86 – regardless of the previous missing key superior security gear, together with autonomous emergency braking, lane departure alert and adaptive cruise management.



In distinction, handbook variations of the Subaru BRZ price $3800 lower than automatics, to account for the much less complicated gearbox and fewer security options.

“It is merely about selection and it is about understanding that we attempt to make it achievable throughout the vary. Our pricing technique may be very clear to make them the identical, however then if folks desire a handbook, they know what they’re getting,” mentioned Hanley.

“If they need an automotive, they know what they’re getting. They know the fee. It is about selection.”



Senior supervisor of product planning and pricing Justin Hood added by saying “as you’d have learn only recently, we have adopted an identical coverage with the GR Supra the place there’s worth parity between the handbook and computerized transmissions.”

Nonetheless, it is value noting handbook and computerized GR Supra variants have near-identical customary characteristic lists – with variations restricted to adaptive cruise for the automated, in comparison with common cruise management for the handbook.

As beforehand reported, the 2023 Toyota GR86 is restricted to 1100 examples in its first 12 months on sale. The automotive is in Australian showrooms now.



Tom began out within the automotive trade by exploiting his photographic expertise however rapidly discovered that journalists received the higher finish of the deal. He began with CarAdvice in 2014, left in 2017 to hitch Bauer Media titles together with Wheels and WhichCar and subsequently returned to CarAdvice in early 2021 throughout its transition to Drive. As a part of the Drive content material group, Tom covers automotive information, automotive opinions, recommendation, and holds a particular curiosity in long-form characteristic tales. He understands that each automotive purchaser is exclusive and has various necessities relating to shopping for a brand new automotive, however equally, there’s additionally a loyal subset of Drive viewers that loves entertaining fanatic content material. Tom holds a deep respect for all issues automotive regardless of the mannequin, priding himself on noticing the delicate issues that make every automotive tick. Not a day goes by that he would not study one thing new in an ever-changing trade, which is then imparted to the Drive reader base.

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