The underwhelming performance of the Supra in the market is particularly surprising given that Toyota’s overall U.S. sales for 2023 saw a notable increase of 6.6%, reaching a total of 2,248,477 units. The U.S. market for the Supra witnessed a mere 2,652 units sold, down from 4,952 units in 2022.
Despite Toyota’s introduction of a manual transmission to the Supra, there was also a corresponding hike in prices as the model transitioned to the 2024 model year.
Traditionally, sports cars experience higher sales early in their life cycles, with a subsequent tapering off in later years. The current A90-generation Supra made its debut in the 2020 model year, sharing significant components, including the cabin, with the BMW Z4.
In an effort to revitalise interest, Toyota is reportedly in the process of developing a new performance flagship for the 2025 model year, potentially featuring a GRMN designation.
GRMN represents the pinnacle of road cars developed by Toyota’s Gazoo Racing motorsports department, standing for “Gazoo Racing Masters of Nürburgring.” Vehicles labelled as GRMNs can be likened to top offerings from competitors such as Subaru’s STI and Mercedes-Benz’s AMG divisions. There have been sightings of Supra prototypes with certain enhancements, although Toyota has not yet confirmed any plans for new variants.