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Scion sells 86 FR-S units in its first month in the U.S. Serendipitous coincidence, or not?

Home / Brands / Toyota / 86 / Scion sells 86 FR-S units in its first month in the U.S. Serendipitous coincidence, or not?

Anyone who has even casually followed the gestation and history of Scion’s FR-S is surely aware of the overriding significance and symbolism of the number “86”. Harkening back to the last of the rear-wheel-drive sporting, enthusiast-oriented Toyota Corollas, the AE86 chassis code Corolla Levin and Sprinter Trueno notchback and hatchback coupes, the number would go on to play a significant role in the development of its spiritual successor, the so-called “Toyobaru” coupe jointly developed by Toyota and Subaru. Although, for North America, Toyota opted to sell it through its Scion sub-brand and give it the FR-S moniker that channels MR-S (Toyota MR2 Spyder), in the rest of the world, Toyota’s new sports car proudly wears the 86 badge (prefaced by GT in Europe). Beyond the name, Toyota and Scion has also peppered the car with a number of 86-themed “Easter eggs”, from the FA20 engine’s 86mm bore x 86mm stroke to the “86”/horizontally-opposed pistons trademarked logo on the front fenders to the Scion “First 86” sales program.

Now, as Toyota reveals its May 2012 Sales Chart, a very interesting fact emerges: Scion FR-S sales for the car’s first month in the United States were… 86 cars! Thus, the only units that left dealers’ showrooms last month were the so-called “First 86”, starting with the very first and continuing down the list, including Club4AG webmaster, administrator and events coordinator (and friend of Kaizen Factor) Motohide Miwa. So, was this casual coincidence or carefully calculated? Toyota isn’t really saying, but the May 2012 Sales Conference Call‘s offhand remark by Bob Carter, Toyota Division’s group vice president and general manager that “We sold 86 special FR-S models in May to a lucky group of buyers who won an online social media contest to be the first to take delivery in the U.S.” suggests the latter is the case.

It’s interesting to note that those 86 units sold in May make the Scion FR-S the third-lowest selling among Toyota’s models for the month, with only Lexus’ LFA supercar (with 3 units sold) and the outgoing HS 250h hybrid sedan (21 units moved) reporting lower numbers. Bear in mind, though, that this is merely indicative of a slow rampup of sales, since FR-S numbers are expected to skyrocket, based on anecdotal evidence, buzz and pent-up demand.

Meanwhile, Subaru of America reports that 271 BRZ sports coupes were sold in the United States during May 2012, more than triple the Scion numbers for the month! Don’t expect this to be a typical turn of events going forward, though, for Scion expects to sell more than double Subaru’s numbers on an annual basis.

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