• The Subaru BRZ is being outsold five to one by its Toyota sibling.
  • Toyota GR86 sales have increased 41.9 percent this year compared to the first six months of 2023.
  • Both Toyota and Subaru’s overall US sales are on the up.

Sibling rivalry is nothing new, but when it comes to cars, it begs the question: what exactly is happening out there? Subaru’s BRZ has lost 43.7 percent of its June 2024 year-to-date market share compared to the same time last year.

While a drop off in sales of this magnitude may be alarming enough, curiously, Toyota seems to have hoovered up the rest, with the platform-sharing GR86 reporting an increase of 41.9 percent. Indeed, Toyota has sold 7,467 GR86s so far this year, compared to 5,263 in 2023.

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Subaru, on the other hand, sold a measly 1,414 examples. While it’s of little surprise that due to Toyota’s larger brand presence across the US, the GR86 is selling better, the Toyota is outselling Subaru’s virtually identical model five times over.

Taking a look at Subaru’s other models’ sales doesn’t paint a pretty picture either. With just 243 BRZs sold in June, the coupe accounted for a fraction of the company’s 55,228 deliveries last month.

ModelJune-24June-23% ChgYTD-24YTD-23% Chg
Ascent5,0205,889-14.80%27,95533,141-15.70%
BRZ243382-36.40%1,4142,512-43.70%
Crosstrek15,13213,8029.60%79,50076,1304.40%
Forester11,10810,6694.10%92,84961,31051.40%
Impreza2,4642,954-16.60%14,89219,291-22.80%
Legacy1,8402,347-21.60%9,45011,960-21%
Outback16,85316,2253.90%81,70381,4030.40%
Solterra1,236574115.30%5,3852,97281.20%
WRX1,3322,326-42.70%9,29515,373-39.50%
TOTAL55,22855,1680.10%322,443304,0926.0%
SWIPE

Overall, Subrau’s year-to-date sales show a positive trend, with a six percent increase from last 2023, selling 322,443 vehicles in the first six months of the year. As it was in May, the Outback was Subaru’s best-seller last month, with 16,853 units delivered, while the Crosstrek and Solterra recorded their best-ever June sales figures to date, the latter up by 115 percent.

Toyota meanwhile increased sales for the first half of the year by 14.7 percent. June has been a positive month for the GR86, but it was also good news for a whole host of vehicles, including the bZ4X EV Camry HEV, Corolla HEV and Cross, Crown, Grand Highlander, Sequoia and Tundra HEV.

Toyota has sold 315,850 cars so far this year, up by 13.6 percent from last year, although June’s performance fell by 15.8 percent, selling 12,000 fewer cars than in June 2023.