More Soobs online
. . . as in, order them on the net only
THE wait for one of the choice cars of 2012 has stretched to 14 months as Subaru drip-feeds production of its BRZ coupe.
The interminable delay for the car— initially available only online— is echoed by its clone, the Toyota 86, which is now promising April 2013 deliveries.
The company understands the frustration of potential buyers, but welcomes the low- volume model’s exclusivity and assurance of stable sales and resale values.
But this has also created a market for scalpers.
A company executive says the owner of one early-delivery car immediately put it on the market in Sydney for $10,000 more than the purchase price. It has yet to sell.
Subaru is considering expanding the online sales to other models after the 2012 allocation of some 200 BRZs sold out within three hours.
National sales manager Gary Johnston says the process has the potential to change the way people buy cars.
If the customer understands that the new car price is fixed then it becomes a relatively simple transaction,’’
‘‘ he says. Trading in a car or details about finance or after sales or accessories are still available from the dealer and, of course, the car should go to the dealer’s service department for periodic maintenance.’’
Subaru Australia managing director Nick Senior says the process will be reviewed at the end of this year. He says Subaru is considering whether production will allow the company to get enough BRZs to supply its existing showroom network.
Subaru’s website— buybrzonline.subaru.com.au— lets buyers book test drives at a nearby dealership and get tradein valuations, insurance information and updates from a sales representative.
In the July 15 online sale, the first customer took only 20 minutes to complete the process, from choosing accessories, completing the contract and paying the deposit. Within the first five minutes of going live, eight new-car orders were processed.
The BRZ was listed with a national drive-away price of $37,150 including free threeyear, 60,000km servicing.
BRZ: You want
it, right? Sorry, you can’t have one