Toyota cannot stop it.
Update Jerry’s Toyota removed the listing from their website. However, a screenshot (pictured above) shows the listing before it was removed.
Customers are eager to own the new Toyota Supra and have good reason. It’s a great road car and a lot of fun on the track ( , as we firsthand). Some are profiting from the excitement of the long-awaited Supra making its way into U.S. dealerships.
Jerry’s Toyota Baltimore, Maryland asks $100,000 for a Supra Launch Edition. That’s right, $100,000. Toyota has limited the Launch Edition to 1,500 units worldwide and provides it with exclusive trim pieces such as red mirror caps. However, the Launch Edition’s suggested retail price is $55,250, which is almost twice the Supra’s factory price. We reached Jerry’s Toyota’s general manger, but have not heard back.
Toyota cannot stop these huge dealer markups. Nancy Hubbell, Senior Manager, Product Communications at Toyota, said that the dealer sets final transaction prices. Toyota cannot monitor the sale prices, but can “consult with dealers whenever necessary”.
Hubbell said in a statement that “We recognize there is a lot excitement about the Supra’s return and that customers want to be among the first owners of the new model.” “Toyota’s suggested retail price (MSRP), has been established by the manufacturer. It sounds like a suggested retail price.
“Because our dealers have their own business, the final transaction cost will depend on the interactions between the customer’s and dealer. Our sales team has spoken with regional offices to request that they be informed about transaction prices and consult dealers as needed.
The Super Supra
However, markups like this are not uncommon. Dodge tried to discourage dealers overcharging for Challenger Demons when they were new. Instead, dealers sold the right to purchase Demon allocations rather than adding that price to the $86,000 muscle car. In some cases, the markups for the Jeep Gladiator can reach as high as $20,000. As with Toyota, Dodge & Jeep can’t stop private dealers from doing business as their hearts desire.
What’s the solution? You have two options: shop around or wait. The Supra Launch Edition is not available at all dealerships. The standard Supra costs $49,990 and has the same turbocharged 3.0-liter Inline-six that produces 335 horsepower (250kilowatts), as the Launch Edition. It also offers many of the same options.