Because it's a mutt of a car, certainly not worth the money. The only reason they can get away charging that is because it's a rwd Japanese coupe where there is no competition.
It's not a Subaru, but they badged it and are selling it, why? Cause they put their motor in it. It's not an econo box scion, what hand did they really play in its development, but they're selling it. If anything it's a Toyota, which is weird cause they've been stuck making boring ass cars for quite sometime now, but all of a sudden they decide to make a sports car, great idea!
Really it was a great idea and if Toyota was the only ones with their hands in it I might feel different, but I don't want anything to do with a pimped around money making project.
3 groups of engineers working for 3 different companies trying to produce a single great piece of work can not come together well.
So every car journalist that has driven everything from Lamborghini's to Prius'... Such as Chris Harris, Jeremy Clarkson and the people at fifth gear, Motortrend, Roadandtrack, autobytel, Cnet, Thefastlane, the smoking tire etc... Are all wrong?
Here's an interesting video comparison
http://www.youtube.com/watch?v=jImHTWfj8aM
The S2000 beat the FR-S, Understandably so... However, Finding a clean un abused low mile S2000 is hard particularly when you want a factory warranty and small piece of mind knowing everything your car has been through makes the FR-S/BRZ more appealing than a S2000.
Toyota stopped making sports car for quite some time, They have actually had a "sporty"ish vehicle going since 2005 until this year. A Tacoma X-Runner which is what actually sits in my garage right now. Although a truck and it is heavy it does the same lateral G as a 350Z and that is with the X-Runners stock shitty Bridgestone tires... I have delightfully got a few people's jaws to drop on my way to and from work (I have a twisty mountain road as a backroad) in Civic's, WRX's, 350Z/370Z etc...
Honda has nothing right now and have had nothing but the Civic SI going which bows down to the Mazda Speed3, Focus ST, VW GTI, Mini Cooper S etc...
Oh wait a minute... Honda=Acura, Toyota/Scion=Lexus
Damn... Toyota sure made some boring ass cars the last few years and on.
But wait, It's a mutt... Toyota developed the body and suspension and Subaru made the engine. Because Subaru too has no idea what they are doing with making sporty cars too right?
I can see some concern for a mutt car (look at the new Fiat/Jeep Cherokee), But when credentials at making something outside an appliance is put fourth with companies that have a pretty good background into sports cars, It doesn't always fail.
The BRZ STI will be out around next year to add that extra oomph the car is lacking, And as it was said in the video link I posted. It was made with the idea that it was going to be a tuner car, Like all of Scions other line ups... Even in Japan you can order a super strip down FR-S with steelies and all if you wish.
And Toyota did recently announce that their sports cars will be in 3's where the FR-S will sit in the middle, So a Supra replacement as well as a new MR2 may just be in the near future. With BMW group helping build one of the 2 (world class handling meets world class reliability
)