Is The Toyota Supra Going Away Again?

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Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

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, Automotive Editor - June 5, 2024
2024 Toyota Supra

Against all odds, Toyota brought back the Supra nameplate after a two-decade-long hiatus in a modern, fast, enjoyable, and premium package. Since its introduction in 2019, Toyota has expanded the Supra lineup with an entry-level turbo-four engine and an available manual transmission for the six-cylinder engine. Unfortunately, a report from Automotive News claims that the Supra’s comeback may be short-lived, as production of the sports car is expected to end in 2026.

The outlet claims that “events outside the control of the world’s largest automaker,” which is Toyota, are to blame for the Supra’s upcoming departure from the market. Magna Steyr, the company that assembles both the Toyota Supra and the BMW Z4, is set to lay off 500 employees at its Graz plant as production of certain vehicles comes to an end. Vehicles that Magna Steyr currently builds, but won’t by the end of the year include the Fisker Ocean, Jaguar E-Pace, Jaguar I-Pace, and BMW 5-Series, reports the outlet.

With Magna Steyr looking to scale back production at its Graz plant, which is where the Supra is built, and BMW reportedly pulling the plug on the Z4 after March 2026, it looks like the Supra will come to the end of its line in 2026. When Auto News asked Toyota about the Supra’s future, the automaker stated that it had “nothing to announce at this time.”

Without Magna Steyr, Toyota doesn’t have a place or company to build the Supra and without BMW, Toyota doesn’t have an engine supplier for the Supra’s engines. Both of those seem like large setbacks if Toyota does want to keep the Supra around, but the automaker could surprise people and find a location to build the sports car, as well as a way to move engine production in-house.

2024 Toyota Supra

“I think if we want to build something, we’ll figure out how to build it,” Toyota group vice president Dave Christ told the outlet.

It’s no secret that former Toyota CEO Akio Toyoda championed the return of the Supra. Koji Sato recently succeeded Toyoda as Toyota’s CEO and hopes to help the Japanese automaker succeed in an electrified future. With Toyota and the rest of the auto industry looking toward electrified vehicles, the automaker may not have the budget or see the point in having a low-volume sports car like the Supra.

Since its return in 2019, Toyota has sold roughly 23,100 Supras in the U.S. The sports car’s best year came in 2021 when the automaker sold 6,830 units. 2023 was its worst year on record with just 2,652 units sold. For context, Toyota sold 260,649 Camrys and 434,943 RAV4 SUVs in 2023.

From a financial standpoint, the Supra doesn’t make a lot of sense. But the nameplate carries a lot of weight with it and could be a great vehicle for an electrified powertrain. Hopefully, this isn’t the end of the line for the Supra name, but if it is, it’s been great while it’s lasted.

Pictured: 2024 Toyota Supra

Source: Automotive News (Subscription Required)

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, Automotive Editor

Based out of the Washington, D.C. area, Joel Patel is an automotive journalist that hails from Northern Virginia. His work has been featured on various automotive outlets, including Autoweek, Digital Trends, and Autoblog. When not writing about cars, Joel enjoys trying new foods, wrenching on his car, and watching horror movies. 

Follow On: Twitter

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