Toyota Supra Experiences Sharp 50% Drop in 2023 Sales

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The Toyota Supra proves itself as an impressive vehicle. Furthermore, its 2023 version was enhanced with the inclusion of a six-speed manual gearbox. Although most reviews acknowledged these improvements, they did not translate into strong sales figures. As outlined in Toyota’s latest year-end report on U.S. sales released Wednesday, only 2,652 Supras were purchased in the past year, marking a significant 46% decline from the previous year.

The expectation that the manual transmission model would appeal to only one in four customers was anticipated by Toyota. However, the magnitude of the year-over-year decrease was surprising to many. The concept that the Supra is merely a rebranded BMW is overplayed, and it’s doubtful that this perception significantly dissuades serious buyers.

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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