As we gear up for Toyotafest this weekend, watch this promotional video in which engineers describe incredible feats of packaging that made the Subaru BRZ and neo-hachiroku twins smaller than a Scion tC. This is the Steve Jobs-level passion for and/or obsession with a vision — beancounters and focus groups be damned — that is absolutely critical if we ever hope to stem the tide of rolling social networking pods being heaped upon the clueless driving public.
Do people even know which wheels propel their cars these days? Instead, we get commercials touting the car’s ability to speech-dial a phone or keep you in your lane electronically. R&D Manager Masayuki Kuwano had one of the best quotes: “I feel that people around the world consider cars less as a means of enjoyment these days. With the BRZ, we have developed a car that triggers driving enjoyment behind the wheel.” Word.
It’s a long two-part video, so settle in click through.
Part 1 of 2.
Part 2 of 2.
What I have to ask is, why did we get the tC instead of the twin’s first? Kinda frustrating that Toyota squandered such an opportunity to release a RWD car at the peak of the Import Scene in favor of a castrated family car. For god sakes, there wasn’t even the option for the AWD!! And don’t get me started on Formula D…….
Perhaps eight years ago the FRSBRZ86 wasn’t quiiiiiite ready for production.
The point is, why wasn’t this in test mule form years before the release date of the tC?
When and what are Nissan going to answer with? It’s pretty obvious these cars are going to sell.
And that Dacia wagon is even Renault-based. Call it a concept car and send it to Autoblog!
I’m going to be sooo jealous later this month when I start seeing these on the road.
If only we could get the Toyota here in the States 🙁 I would order a TRD packaged FT86 in a heartbeat…. Did I mention that scion brand disgusts me? At least there is the BRZ alternative… holding out for a STI version.
Regardless of what name/title its called or come out of, I’d bet lots of folks are going to like this car. One: Drive and feel sounds awesome. Two: For the price, its a very good option for a brand new car. Three: The tuning factor will be endless. There’s going to be so many ways to do it up and so many ways to put it to use. Future for this FRS/BRZ is going to be bright. Not to mention all the hoopla its caused already and will continue to create as time goes by. In turn, when other makes see how much money Toyota and Subaru makes out of this car, it will force them to come out with their examples to gain a piece of that market share. It’s going to be fun in the next 5 years. And as the consumer, we should feel lucky. Too much BS talk and speculation. Always. For those that are excited about the FRS/BRZ, I’m with you.
Hear hear.
Time to buy an early model and store it in your garage for the next 25 years! Then we’ll see it pop up on JNC in 2037: “Kidney, anyone? 12,000 mile 2013 Subaru BRZ”
LOL, for real. These things will be collector’s items.
I really think I’m going to buy one of these… And put Toyota badges on it… 🙂
I have seen one at the Toronto Auto show, but I would like to drive one.
(Only in June).
So, my beloved NISSAN, how will you respond?…
What is wrong with it being badged a Scion? In the end, underneath, it is still a Toyota. Scion (like Lexus) is just a marketing idea…
I went to All Toyotafest and saw the FR-S with my own eyes for the first time. It’s beautiful. The interior space, something people have been complaining about on other forums I visit, appears to be not that much smaller than first and second gen Celicas. I may not even wait until the 2nd model year (to avoid the first-year bugs) to buy one…
You’re absolutely correct. The branding is just part of business, to reach a pinpointed market, a consumer niche. It also specifies what to expect from current or new products as well as to the direction of future products. Branding also conveys a message to others about the consumer of the products it markets, ie. Cadillacs and old people, or thugs, etc. When done correctly it is a powerful tool.
That said, I don’t think any less of the FRS in mechanical terms; however the Scion brand caters to teeny-boppers and boys with girl’s haircuts and pants that listen to auto-tuned music. That’s just not me, I’m older and I want a nice grown-up sportscar. The Subaru crowd definitely fits in the later category. Personally, the message it sends to others doesn’t bother me one bit, it’s the sorrow I would feel looking into my shop and seeing that Scion badge staring back at me. To me, it would be like having a great new album by a band that I have always loved, but kayne west (or similar) was credited for it, and it’s sitting in my collection, with his face on the cover as a constant reminder to myself of selling out.
There, I’m done. I promise I won’t rant about this anymore….
-Very cool that you’ve seen one up close, It’s good to hear that they kept the body nice and tight.