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Toyota GR Supra gross sales struggled in 2023, as Toyota offered nearly half the quantity it did the earlier 12 months regardless of the addition of a guide transmission possibility.
Toyota on Wednesday reported gross sales numbers for the previous 12 months and the Supra’s tally for the U.S. market was simply 2,652 models, down 46.4% versus the 4,952 models offered in 2022.
It wasn’t as a result of sports activities vehicles have fallen out of favor, as U.S. gross sales of the Mazda MX-5 Miata its U.S. rose by nearly the identical quantity, rising 45.4% versus the earlier 12 months to finish 2023 with 8,937 models offered.
Gross sales of Toyota’s GR86 have been additionally down within the U.S., although it dropped simply 7.7% to 11,078 models.
2023 Toyota Supra
The Supra’s poor efficiency available in the market is made extra surprising contemplating Toyota’s general U.S. gross sales for 2023 truly elevated 6.6% to 2,248,477 models.
Whereas Toyota lastly added a guide transmission to the Supra, it additionally raised costs by roughly $900 with the transition to the 2024 mannequin 12 months.
Sports activities vehicles are likely to promote at larger charges early of their life cycles after which gross sales path off in later years. The present A90-generation Supra arrived within the 2020 mannequin 12 months, sharing its underpinnings and far of its cabin with the BMW Z4, which lastly positive factors a guide transmission within the U.S. for 2024.
To assist present a lift, Toyota is regarded as engaged on a brand new efficiency range-topper for the 2025 mannequin 12 months, which can carry a GRMN badge. GRMN is the range-topping possibility for street vehicles developed by Toyota’s Gazoo Racing motorsports division. It stands for “Gazoo Racing Masters of Nürburgring,” and vehicles categorised as GRMNs could be in comparison with high choices from the likes of Subaru’s STI and Mercedes-Benz’s AMG divisions. Supra prototypes sporting some upgrades have been noticed, although Toyota hasn’t indicated whether or not it plans any new variants.
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