Misunderstood motors: 5 cars that should’ve sold better

These critically acclaimed commercial failures prove that, sometimes, being a great car isn’t enough to win the public over. But why did they flop, and how can you benefit in 2024?

Like Samsung’s folding touchscreen or Coke’s new recipe Cola, the car world is also littered with excellent products that failed to hit their mark. From sporty coupes that never gained traction, to bulbous MPVs that were shunned for their styling, these five unloved motors deserved better.

5. Subaru BRZ

It was the answer to our prayers: a small, lightweight, affordable, rear-wheel drive coupe raring to rekindle Britiain’s ‘90s love affair with the 2-door segment. Only it didn’t, and nobody actually bought one.

Ok, so the Toyota GT86 — the BRZ’s badge-engineered sister — did manage to shift quite a few units in period, albeit not as many as Toyota might have liked. Meanwhile, the near identical Subaru failed to sell more the 150 examples per year in the UK — despite being lavished with praise by every motoring magazine from here to Timbuktu.

Despite what many petrolheads said, in the real world, it seemed buyers weren’t willing to compromise for a coupe — opting for faster and more practical hot hatches instead. Add in a greater confidence in Toyota’s far larger dealer network, plus the fact Subaru customers expected a slightly more premium product, and the writing was on the wall from day one. That’s why Toyota’s latest GR86 sold out in the UK back in 2022, while Subaru’s second-gen BRZ wasn’t even offered here.

4. Mitsubishi 3000GT

Predating the Subaru BRZ by over two decades, on the surface, the 3000GT seems like a similar proposition; both were sporty coupes built by relatively low volume Japanese marques. However, where the Subaru was characterised by modest power and handling finesse, the twin-turbo Mitsubishi looked to pummel the tarmac into submission with its 320-bhp V6 and all-wheel drive.

Sounds like a tasty recipe, right? And that’s not all, the 3000GT was seriously ahead of its time when it came to chassis and aero technology. Four-wheel steering, adjustable suspension, an active front splitter — it sported many features other marques still boast about 30 years later.

But it wasn’t all sunshine and roses. While contemporary road tests were generally positive, some of the 3000GT’s handling traits weren’t universally admired. One recurring criticism was the car’s 1,700 kg kerbweight — a grievance which now sounds faintly ridiculous in a world of 2,200 kg electric hatchbacks and 2,400 kg BMW M5s.

Ultimately, this heft combined with a price that was significantly higher than a Porsche 968, help to explain why the 3000GT was outshone by import icons like Toyota’s Supra and Nissan’s Skyline GT-R.

3. Fiat Multipla 

We’d be lying if we said the Multipla’s commercial failure in the UK was a total mystery — one look and you’ve got your answer. Front, rear, side, short of a bird’s eye view, Fiat’s bulbous people carrier was awkward from every angle. And, while the Italian firm’s midlife facelift helped to make the Multipla slightly more palatable, it wasn’t enough to convince Brits.

These oddball looks did have an upside: supreme practicality and interior space. With six seats that could be rearranged or removed entirely, the Fiat was the perfect family companion. Plus, large windows were great for kids in the back and, weirdly, that ultra-wide stance meant it even handled well. Styling aside, the Multipla was a superb car in just about every way — a fact which buyers on the continent appreciated more than us. Sorry Multipla, we were just too vain.

2. BMW Z1

Do you remember BMW’s fantastically quirky Z1? Not many can, and there’s a good reason: it sold in tiny numbers. In fact, just 50 examples were officially imported to the UK. Costing the equivalent of around £100,000 back in 1989 and equipped with a 2.5-litre 6-pot producing only 170 bhp, the Z1’s performance never matched its heady RRP.

So it was an overpriced convertible with an underwhelming engine, what’s so special about that? The first and most obvious answer is that bizarre disappearing door design. Dropping into the sills to create an unmatched open-air experience, we’ve never seen anything like it since. However, those party-piece doors were just the appetiser for what was a fabulous handling driver’s machine. Pioneering BMW’s revolutionary Z-axle suspension and benefiting from an aerodynamic and lightweight glass fiber body, the Z1’s handling was as sharp as its styling.

We might have slept on this Bimmer back in the ‘80s, but the secondhand market is very much alive and kicking in 2024. If you’re fortunate enough to have a low-mileage Z1 stashed in storage, numbers north of £60,000 are not unrealistic.

1. Lexus LC500

Back to the modern day with Lexus’ recently discontinued LC500. Unlike the rest of the cars on this list, Toyota’s flagship luxury GT didn’t have much of an Achilles heel to speak of. It was fast, refined, comfortable and, unlike its SC predecessor, a bit of a looker too.

Teaming a naturally aspirated 5-litre V8 with rear-wheel drive, the big Lexus hit 60 mph in just 4.4 seconds. Plus, despite being an accomplished long-distance cruiser, the LC’s chassis proved surprisingly communicative and entertaining in the bends.

And none of it made any difference: since its launch in 2017 the LC sold just 624 units in the UK — with several months recording single digit sales tallies. Granted, the luxury GT segment isn’t a big seller at the best of times but, compared to German rivals like the BMW 8 Series, the LC500 just wasn’t financially viable.

Do you think our five misunderstood motors deserved the cold shoulder? Let us know if you’d like to see them come back for a second round.

Hero image credit: Lexus