Engaging in endless speculation on the reasons behind the decline in Supra sales serves no purpose. Instead, examining the rest of Toyota’s 2023 sales data provides valuable context. The GR86 also experienced a decrease, though a milder one, with a 7.7% drop and 11,078 units sold; aside from the new GR Corolla for ’23, there are few enthusiast models in Toyota’s lineup that aren’t trucks or SUVs. Models like the 4Runner maintained stability in 2023, with 119,238 units sold, representing a modest 1.5% decrease from 2022. This trend supports the notion that fewer consumers are interested in purchasing new two-door sports cars.
Automakers are now releasing their 2023 year-end sales reports, making direct comparisons with competitors premature. For example, Nissan sold 1,309 new Z sports cars up to the third quarter, showing it may face challenges as well. The BMW Z4, which shares a platform with the Supra and is also anticipating a manual option soon, had sold 1,453 units by the end of Q3.
Regardless of personal opinions on the A90 Supra, its presence in the declining category of two-door sports coupes is beneficial. It offers solid competition from Japanese and European brands, and for a more diverse market going forward, the success of the Supra is essential. Whether this will materialize in 2024 remains uncertain, but it’s important to cherish high-performance internal combustion models while they remain available.
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