Toyota Just LOST Cars
The A90 Supra - the car everyone waited 20 years for is DYING once again. And the word on the street is that it's only got TWO YEARS left (2026).
WHY is this happening, and WHY does it seem like sports cars left and right are getting the AXE?
Well, it might not be for the reasons you think. Let’s get into it!
Funny enough, the Supra’s seemingly imminent death doesn’t really start with Toyota at all. It actually starts with BMW.
As you almost CERTAINLY know, the fifth and current generation Supra that came about in 2020, was only made possible because of BMW’s own Z4. Toyota and BMW struck a deal to share the Z4 roadster’s chassis and drivetrain, allowing Toyota to revive the Supra with minimal risk.
But here’s the figurative fine print in the Toyota-BMW contract - When the Z4 is of no use to BMW anymore, the Supra will go down with it. They are bound at the hip.
Toyota won’t spend the money for its own chassis and engine development for a car in this segment. Thus, the Supra’s fate is tied to the Z4’s lifecycle.
The Z4 is already slated for discontinuation due to poor sales and shifting priorities at BMW. This extension to 2026 gave the Supra a brief reprieve but also set its end date.
Despite the Supra’s legendary status and cult following, its performance in the showroom hasn’t matched expectations. Limited production, a lack of custom ordering, and dealership markups have hindered its success.
For example, Toyota has sold just over 22,000 Supras in five years, while Corolla sales reach that number every month. Markups and the inability to order specific models have driven potential buyers to competitors like the Ford Mustang.
Sales have plummeted, with a 44% decrease from Q1 2023 to Q1 2024. While Toyota’s GR86 has seen improved sales, the Supra struggles to find buyers.
The Supra’s demise is also part of a broader industry trend. Manufacturers are reassessing their priorities, moving away from sports cars and focusing on more profitable segments. EV production is being scaled back as companies adjust their strategies.
Even amidst this shift, there’s a glimmer of hope. Toyota, Mazda, and Subaru are jointly developing new engines that run on carbon-neutral fuels. This collaboration could pave the way for future sports cars with innovative, eco-friendly engines.
While the Supra may not survive past 2026, the legacy of affordable, fun sports cars could continue with new technology and partnerships.
What do you think about the Supra’s fate? Is there hope for its revival, or is this the end? Let us know in the comments, like this video, and subscribe to our channel for more updates. Thanks for watching!
#supra #a90 #a90supra
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