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.