Toyota Supra Sales Plummeted Last Year Because You All Have Terrible Taste

Photo: Toyota

The A90 Toyota Supra is a good car. A very good car, in fact, with some of the best styling and engine sounds on the market today. Yet, according to Toyota’s year-end sales numbers, none of you have actually gone out and bought one. This is a travesty, and I won’t stand for it.

Toyota sold just 2,652 Supras in 2023, down from 4,952 in 2022. That’s a 46-percent drop, and it’s a crime. The Supra is fantastic little car, and you’re all ignoring it. For what? What else are you buying?

A new three-liter Supra will run you near as makes no difference $60,000, in automatic or manual trim. Are you buying Mustang Dark Horses instead? Audi S5 Coupes? I know you’re not stretching to hit the BMW M2, but are you buying — god help me — the Nissan Z instead? (Probably not, as Nissan only sold 1,771 Zs in 2023.)

I’m not mad, really. I just want to understand your mindset here. You saw a car that looked like a spaceship and sounded like a banshee scream, and yelled at it for not having a manual transmission. Then it got one, despite the low take rate, and you’re still not buying. Will it never be good enough for you? I’d love to own one, if it didn’t cost approximately my annual salary to get.

Oh. That’s it, isn’t it. That’s why every single Jalop hasn’t already purchased a Supra: The whole near-as-makes-no-difference $60,000 of it all. Well, okay, I can’t blame you for staring at Autotrader and waiting for these cars to start tanking in price. But for those of you who actually have the cash, can you pick up a few more Supras this year? The rest of us need you to flood the used market in a few years.

h/t The Drive