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Is Anyone Actually Buying The New Toyota Supra?

Illustration for article titled Is Anyone Actually Buying The New Toyota Supra?
Image: Patrick George (Jalopnik)

In case you may not be aware, Toyota brought back the Supra. It’s a good and fast car, with mostly BMW parts under the skin. It still packs a turbocharged inline-six that sends power to the rear wheels and while it may not decimate all, it does have a pretty reasonable starting price. But is anyone actually buying them?

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On Jalopnik’s slack channel the staff was having a discussion as to how none of us have seen a brand new Supra on our local roadways. A few of us have spotted the Supra’s mechanical twin, the BMW Z4, but for some reason, Toyota isn’t getting the love.

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According to Autotrader.com, there are over 650, new 2020 Toyota Supras currently listed for sale. So we certainly can’t blame a lack of inventory. While some of them have the expected bonkers dealer markups asking upwards of $200,000 or more, there are a few cars advertised below MSRP.

Illustration for article titled Is Anyone Actually Buying The New Toyota Supra?

As a professional car shopper, when a new hot ride hits the showroom, I often get asked to help source one. I got plenty of requests for the Focus RS, Civic Type R, Hellcats/Demons, and other in-demand sporty cars. Yet, I can’t remember getting a request for a Supra. In fact, the most requested Toyota that comes into my inbox is for a RAV4 Hybrid.

I get the feeling that despite the name, a lot of performance-oriented buyers just aren’t that jazzed about a $50,000+ Supra that they see as essentially a rebadged BMW. While that may not be a fair assessment of the car, my prediction is that perspective probably means a lot of these units will sit for a while and people will eventually snatch them up once some more aggressive deals are on the hood.

Tom is a contributing writer for Jalopnik and runs AutomatchConsulting.com. He saves people money and takes the hassle out of buying or leasing a car. (Facebook.com/AutomatchConsulting)

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DISCUSSION

AndySheehan-StreetsideStig
Andy Sheehan, StreetsideStig

I think the problem here is that you can’t actually market this thing to people who don’t know about cars. There’s no wool-pulling. It’s not like the Urus (I finally have an excuse to drive a Lambo!) or some heritage-laden tweedmobile (Careful with the Jag, darling).

Lots of car names became famous to normies for whatever reason. But the Supra wasn’t one of them. It became famous, but only among gearheads. It’s famous for being a driver’s car, for being tunable, for the F&F credit.

So this whole crowd already knows what this car should be, compared to what it is. Dumping the manual and farming everything out to BMW sure makes business sense, but gearheads aren’t swayed by Toyota’s business sense. And gearheads are the only ones who would’ve bought this car anyway. The normies will get a C8 or a Porsche or something.