In 2015, Toyota teased car enthusiasts with the S-FR concept, a potential competitor to Mazda's MX-5. Promising a compact, lightweight design with two-plus-two seating, it aimed to rival Mazda's two-seat offering. Despite initially generating buzz, the S-FR concept faded from view. However, recent reports from Japanese media, including Best Car Magazine, suggest that Toyota hasn't abandoned the idea. According to Forbes, the S-FR is now reportedly set for production, with a launch expected in late 2026 or early 2027. Co-developed with Daihatsu and Suzuki, the project seems to have evolved from earlier rumors of a small, mid-engined model to a more conventional front-engined, rear-wheel-drive coupe.
The production S-FR is said to feature a three-cylinder turbo engine, producing approximately 150 horsepower to drive the rear wheels. Interestingly, this aligns with rumors surrounding a potential GR performance version of the Toyota Starlet, indicating a shared engine specification. The revised design of the S-FR for production is reported to include a smaller grille and modified headlights, although it's unclear whether features from the S-FR Racing concept, such as the aggressive aerodynamic elements, will be incorporated.
Toyota is reportedly targeting a price point around $22,700 for the S-FR, significantly undercutting competitors like the Mazda MX-5. However, there's uncertainty about whether the S-FR will be sold in the United States, where Toyota already offers the similar GR86. Selling both models could potentially cannibalize sales, complicating the decision for Toyota. Additionally, the possible introduction of a Celica reboot further clouds the market landscape, potentially competing for the same customer base as the S-FR and GR86.
Ultimately, whether the S-FR makes it to the United States remains uncertain. With Mazda dominating the small sports car market and the GR86 addressing a slightly larger segment, the viability of introducing the S-FR in the States is questionable. It may find greater success in other markets, aligning with Toyota's strategic objectives and market dynamics.
