Can Subaru’s Enthusiast Sports Car Still Deliver on Its Affordable Image?

When the original Subaru BRZ debuted back in 2012, the car was lauded for its affordable price point and accessible performance. In a market dominated by crossovers and SUVs, it and its Toyota twin made for rare enthusiast options.

Now, between inflation, rising expenses and any number of other factors, it’s inevitable that prices will fluctuate from year to year. However, following the introduction of the second generation in 2022, the MSRP has soared to unexpected heights. 

Subaru

While pricing is technically staying the same for next year, the loss of a base model means that the cost of entry will be higher than ever.

The same… but more?

For 2026, the cheapest BRZ — a six-speed manual in Limited trim — will start at $35,860 (and that’s before destination), while a tS spec will run you some $38,360.

Subaru

On the one hand, Subaru has kept pricing for these models the same from last year, and that’s pretty rare to see nowadays. However, it comes with a considerable caveat in that the entry-level Premium trim has disappeared from the lineup. Last year, you could walk out the door with a BRZ for just $33,210. 

Of course, even that made for a bit of an ask when you consider how Subaru has priced the car in the past. In 2024, a tS retailed for almost $3,000 less than it does now, while 2023 had the Premium and the Limited priced at $28,595 and $31,095, respectively. 2022s were cheaper still.

What’s more, Subaru has raised the price ceiling on the range, as this year’s Series.Yellow falls above the tS in the hierarchy. Where last year’s Series.Purple slotted in at $37,560, the sunnier limited edition will set you back some $39,360. 

Subaru

At nearly $40k (and easily in excess of it when you factor in things like delivery and options), the BRZ is certainly moving upmarket. While the strength of the dollar relative to the Yen is likely partly to blame, it nevertheless begs the question: how does the Subaru fare against the competition?

A test of the rest

Compared to its Toyota likeness, it’s a good bit richer, as a base GR 86 starts at $30,400 this year and even a Hakone falls in a bit less than the BRZ Limited at $35,270. For little more than some subtle suspension differences and some aesthetic tweaks, there’s the potential for some significant savings.

Subaru

A Mazda Miata is cheaper still, as a Club starts at $33,330 and a Sport starts at $29,830. While power for the 2.0-liter inline-four trails that of the BRZ’s boxer at 181 versus 228 ponies, 0-60 mph performance is comparable. 

On the upper end, the price for a Series.Yellow is approaching not only the GR Corolla but also the Nissan Z. At $39,995, the Toyota’s 1.6-liter triple makes a much more tempting 300 horsepower, and the call of the Nissan’s 3.0-liter twin-turbo V6 has to be hard to ignore given that it’s making a much more authoritative 400 horses.

In any case, Subaru has priced the BRZ such that it’s even beginning to encroach on the WRX, as this year’s Premium retailed from $37,750. 

Subaru

With minimal changes to the model from last year, the Subaru BRZ remains as much of an enthusiast’s car as ever. However, it’s also more expensive than ever to get behind the wheel. Whether this will affect its upward trend (per Subaru’s latest sales report), only time will tell.

Pricing and availability

If you’d like to learn more about the 2026 BRZ, you can head over to the Subaru website. As mentioned, prices start at $35,860 for the Limited, $38,360 for the tS and $39,360 for the Series.Yellow.

Subaru

2026 Subaru BRZ

• Starts at $35,860

Related Topics