Toyota Supra gross sales down 46% regardless of handbook gearbox’s arrival


Toyota GR Supra gross sales struggled in 2023, as Toyota bought virtually half the quantity it did the earlier 12 months regardless of the addition of a handbook transmission possibility.

Toyota on Wednesday reported gross sales numbers for the previous 12 months and the Supra’s tally for the U.S. market was simply 2,652 models, down 46.4% versus the 4,952 models bought in 2022.

It wasn’t as a result of sports activities automobiles have fallen out of favor, as U.S. gross sales of the Mazda MX-5 Miata its U.S. rose by virtually the identical quantity, rising 45.4% versus the earlier 12 months to finish 2023 with 8,937 models bought.

Gross sales of Toyota’s GR86 had been additionally down within the U.S., although it dropped simply 7.7% to 11,078 models.

2023 Toyota Supra

2023 Toyota Supra

The Supra’s poor efficiency out there is made extra surprising contemplating Toyota’s general U.S. gross sales for 2023 really elevated 6.6% to 2,248,477 models.

Whereas Toyota lastly added a handbook transmission to the Supra, it additionally raised costs by roughly $900 with the transition to the 2024 mannequin 12 months.

Sports activities automobiles are inclined to promote at increased charges early of their life cycles after which gross sales path off in later years. The present A90-generation Supra arrived within the 2020 mannequin 12 months, sharing its underpinnings and far of its cabin with the BMW Z4, which lastly positive aspects a handbook transmission within the U.S. for 2024.

To assist present a lift, Toyota is regarded as engaged on a brand new efficiency range-topper for the 2025 mannequin 12 months, which can carry a GRMN badge. GRMN is the range-topping possibility for street automobiles developed by Toyota’s Gazoo Racing motorsports division. It stands for “Gazoo Racing Masters of Nürburgring,” and automobiles labeled as GRMNs will be in comparison with high choices from the likes of Subaru’s STI and Mercedes-Benz’s AMG divisions. Supra prototypes sporting some upgrades have been noticed, although Toyota hasn’t indicated whether or not it plans any new variants.


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