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The Toyota Supra Isn’t Selling As Much As We Expected It To

Earlier this month I saw the new BMW Z4 on the road for the first time, and today I saw my second. But I’m yet to see my first new Toyota Supra, which got me wondering whether the Supra is selling as well as we expected. Especially when we look at the prices of most Supras being sold which is far above the MSRP.

It can’t be a coincidence that Jalopnik has picked up on this, too, with their writers also discussing whether the Supra is actually selling compared to its BMW brother. AutoTrader gives us an insight into this with a listed number of over 650 new 2020 Supras yet to be sold on the site, but with some priced far above $200,000, it’s no wonder they’re not selling. Yes, it may have a Supra badge, but does that warrant a six-figure value? Not at all.

I live in an area where people are lucky enough to own almost any vehicle they want – not good for a motorphile like me who would inhale dealerships if the money was available – but where I’ve seen plenty of Z4s in garages, I have yet to see even one Supra. It could be the badge that people are being repelled from. Why buy a mere Toyota when you could buy almost the same car but with a BMW badge.

And if you’re young, having grown up seeing the Supra on the TV and in games, then it’s more than likely that you still can’t afford one. So where is the target market?

I have a feeling that when dealerships realise that they’re not selling any Supras, we might see some good deals come to the table. Until then, we’ll have to watch and observe.

Alex Harrington

Alex started racing at a young age so certainly knows his way around a car and a track. He can just about put a sentence together too, which helps. He has a great interest in the latest models, but would throw all of his money at a rusty old French classic and a 300ZX. Contact: [email protected]

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  1. I’ve seen one new BMW/Toyota Supra and it was on a roll-back tow truck. Not wrecked from my vantage point but only one.

  2. I have not seen a single advertisement for them. Seems like a strong ad campaign would be a top priority. And who in their right mind would pay that much for one when there are so many other choices?

    1. I think Toyota is relying purely on the name of the car and its drawn out release, which caused a stir, to sell it. These days that is definitely not enough, especially when it’s a halo car that’s actually just a rebadged BMW. I can see why potential customers are disappointed.

  3. BMW owners aren’t going to buy a Toyota, the name has no cachet to them. Toyota buyers won’t buy one because they know a BMW isn’t going to run trouble-free for 250K miles like their Camry or RAV4. And, since the original Supra was discontinued, Toyota has not had a successful history marketing sports cars – the Celica and Solara were both discontinued a decade or more ago. Being recalled right off the bat won’t help, either.

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