Considering a (very) used Lancer Evo and Impreza WRC cost about the same as new Yaris GR. With the new pricing, they will probably make a bit of profit on the model, but still not that much.I see it this way: Akio Toyoda had a fascinating idea. He executed that idea brilliantly. They invested a ton of money to bring the Gen1 car to the public, and most people here understand it was offered at well below research&development cost. Homologation rules, COVID, interest rates, whatever the factors were for that bargain.
People who were able to pick up one of those cars were very fortunate back then. Congratulations to you early adopters! You did great, be proud of yourselves!
Toyota GR was then super successful in the races, which created some very valuable marketing effects to the brand. Yes, it did attract a new target group, and I’m now watching lots of cool Rallye videos. And the old Walter Röhrl content. Love it!
Now, the second generation came out, with some valuable lessons learnt and improvements. The cars are still limited, which also adds to their appeal. Now basic economics kick in. Supply/demand/pricing…
Why would they sell this new model again for a well-below cost price? Would you do that if you owned that company and saw the enormous success of the past? Is that “inflated”? “Price-gouging?” No, it’s a re-evaluation of the true value of this car. The gen1 prices will certainly go up, or at least stay very stable, because it’s still a great car, and it’s rare.
Those people who pay the new price, also contribute to the development expenses of the first gen car. I am very very happy to do that. Looking forward to participate here and learn about these gems of automotives. In a world of more and more electric, dynamic cruise control boredom, where more and more people don’t even know how to drive a car in the first place. Let them push their autopilot buttons, I won’t be one of them.
Whatever happened to BMW’s “sheer driving pleasure” / “Freude am Fahren”?
Toyota keeps it alive. BMW not so much. How much car do you get in a BMW today for 60K?
