Prices way up, but Toyota Australia defends 44 per cent more expensive 2023 GR86

One of the most spectacular elements of the original Toyota 86 was its staggeringly low price point. The rear-wheel drive manual sports coupe started off at just $29,990 plus on-road costs when it launched back in June 2012.

Obviously, a lot has changed in the decade since, but even Toyota Australia admits it has priced the new GR86 model higher than it would have been, even if it had just made the list price keep up with inflation.

At the presentation of the new GR86, Toyota Australia vice president of sales, marketing and franchise operations, Sean Hanley, told the assembled media that the entry price to the new-gen model would have been $38,000 if it had kept in line with inflation.

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However, as we now know, the $43,240 before on-road costs base price - for both the automatic model and the manual version, the latter of which misses out on crucial, potentially life-saving safety technology in the form of auto emergency braking (AEB) - is well beyond that.

Mr Hanley said the customer base will still see the GR86 model as a “value for money” option, even if it is some 44 per cent more expensive at the bottom of the range than the last-gen version at launch.

“The reason I say that is because 86 has built up a loyal following. And I think when people drive the car, they understand the performance, they see the extra specification, whether it be safety or other specification, in terms of suspension, performance styling, interior, I think they'll see true value for money,” he said.

“You know, we're trying to keep [the prices of] these GR vehicles we bring into market as achievable as possible to get to the people that really desire them,” said Mr Hanley. 

“We try, always, to bring these cars to market at an achievable price. Pricing in itself can be complex, right? So, when you look at the price of the auto and manual being the same, and an even bigger specification in other areas, but actually speaking, the holistic approach of the car is to make it achievable. And give people that choice.”

Read the full detailed pricing and specification story on the new-gen Toyota GR 86 here, and stay tuned for our review coming soon.

Of course, the GR line-up has a mix of models. 

The GR Yaris, for instance, starts at $49,500 before on-road costs for the base model - and while it might be a more focused car than some of its rivals, it’s also considerably more expensive. A VW Polo GTI, for instance, is $38,750 (MSRP), and is a more practical car.

Then there’s the GR Supra, which starts at $86,494 for the GT base model - in manual or auto. A Nissan Z kicks off from $73,300.

Other GR models are coming soon, including the new GR Corolla, which could easily list between the Yaris and Supra models, meaning a potential price of $60,000 or more. Of course, Toyota wouldn’t be on its lonesome in the hot-hatch marketplace at that kind of money, with the Renault Megane RS listing at $62,300 MSRP, and the VW Golf R stickered at $65,990 MSRP.