Toyota Supra Sales Plummet 46% Despite Manual Gearbox Introduction

In 2023, the Toyota GR Supra faced severe challenges in sales, as its numbers in the U.S. market were nearly halved compared to the previous year, despite the introduction of a manual transmission option. According to a report released by Toyota on Wednesday, the total sales of the Supra in the U.S. for the past year were only 2,652 units, down 46.4% from 4,952 units sold in 2022.

This decline is not due to a loss of interest in sports cars, as U.S. sales of the Mazda MX-5 Miata surged, growing by 45.4% from the previous year to end 2023 with 8,937 units sold.

Sales of Toyota's GR86 also fell in the U.S., though by just 7.7% to 11,078 units.

2023 Toyota Supra

Adding to the surprise, Toyota's overall U.S. sales actually increased by 6.6% in 2023, totaling 2,248,477 units. While Toyota successfully added a manual transmission, it also raised the prices by roughly $900 with the transition to the 2024 model year.
Sports cars tend to sell better early in their life cycles, with sales trailing off in later years. The current A90-generation Supra debuted in the 2020 model year, sharing its platform and much of its interior with the BMW Z4, which will finally gain a manual transmission in the U.S. for 2024.

To help boost sales, Toyota is reportedly working on a new performance variant for the 2025 model year, which may carry a GRMN badge. GRMN represents the range-topping option for road cars developed by Toyota's Gazoo Racing department, standing for "Gazoo Racing Masters of Nürburgring." Vehicles classified as GRMNs can be compared to top offerings from brands like Subaru's STI and Mercedes-Benz's AMG. Prototype Supras featuring some upgrades have been spotted, although Toyota has not indicated whether it plans to introduce any new variants.

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The 2026 Toyota Supra is getting a major facelift, especially when it comes to the powertrain.

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2026 Toyota Supra to Feature 2.0L Turbo + Hybrid Powertrain

The production of Toyota GR Supra and BMW Z4 will officially end in 2026. According to earlier reports, BMW plans to cease production of the current Z4 model at the end of its production cycle. Meanwhile, the Toyota GR Supra will also exit the market at the same time.

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End of production in 2026!