That Was FAST - Subaru's BRZ SOLD OUT (ONLINE) In Austrailia

In a unique move, Subaru Australia decided to sell its all-new BRZ exclusively online.

According to Subaru, it allotted 201 BRZs to be sold through Jan. 1. It must have known that there was a significant demand and given its ridiculously small supply -- keep in mind that Subaru really is a small volume manufacturer -- there was no other civil way to go about this.

So, Subaru took a page from the Neiman Marcus holiday gift book and made the product for sale online.

After three hours, all were accounted for.


Subaru decided to sell it exclusively online, at www.subaru.com.au to ensure a premium customer experience. The BRZ would be sold at a National Driveaway Price* starting at $37,150 [Australian dollars] with the car going “live” at 12 noon today, Monday the 16th July.

It proved a massive success, with the car sold-out after just three hours of going “live” on the web.
With just 201 cars available through to New Year, huge online demand temporarily stalled Subaru’s website, but after it went “live” around 1245 AEST, the first online customer took just 20 minutes to complete the process, from choosing accessories, completing their contract and paying their deposit.

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MBguy - 7/17/2012 11:40:59 PM

+2 Boost

"Sells out??"

With only 201 cars available, this isn't much of a story...

GG123 - 7/18/2012 2:33:37 AM

+2 Boost

Ummm...201 cars for a not-so-cheap $37k selling out it 3 hours IS impressive.

800over - 7/18/2012 11:01:46 AM

+1 Boost

Car is great but 201 for a country of 22 million? How many dealers are there in Autralia?

Airliner - 7/18/2012 7:25:27 PM

+1 Boost

This really is Big news! Keep this in Mind:

- $37,150 AUD = $38,298.80 USD
- Subaru USA Charges $29,365 for a Limited BRZ with Auto transmission
- Subaru USA allows you to sit, touch and test drive the car
- Subaru Australia Sold 100% of their allotment with out as much as showing off the car

Would you buy a car online that you hadn't yet driven or seen?