We will remain optimistic until the actual pricing is known.
The new Toyota Supra will be available soon. Boy has it coming, and Toyota faces a double-edged sword. This long-awaited sports car is attracting a lot of attention. It’s great that there is so much excitement about a new model. However, high expectations come with high risks if the car fails to live up to those expectations.
Recent interview with GoAuto.com.au saw Toyota openly discuss the Supra’s price and this pressure. The company won’t reveal the exact cost. Tetsuya Tada, Chief Engineer Toyota Supra, does speak about the pressure to lower prices.
According to GoAuto.com.au, he stated that the Supra segment is highly competitive and there are many other competitors in this segment. He said that it must be more entertaining than its rivals to win. It’s very competitive, so we need to limit the price.” Tada also stated that the Supra’s cost would be acceptable for Toyota fans.
What is “acceptable”? We have recently published leaked pricing information for the new BMW Z4. This vehicle, as we know, uses the same driveline and bones as the Supra. The report puts the Bimmer in the $60,000-range. While it is unlikely that Toyota will offer a similar price for the Supra’s, even something a bit more expensive, it could still be significantly higher than what people think.
However, Tada’s comments about competition suggest that the Supra could be kept affordable to the masses. The Nissan 370Z is available for purchase starting at $30,000 and the Ford Mustang GT – currently the most popular sports car in the world – starts at $35,000. A new Chevrolet Corvette is priced at $56,000. Toyota should benchmark all these cars. While it is unlikely that the Supra will drop below $30,000, the Mustang and Corvette might be possible.
This is all speculation on our part. also know that there will be dealer surcharges due demand, regardless of how much Toyota claims it should cost. Although the new Supra will be unveiled at the Detroit Auto Show in a few weeks, official pricing is likely to take months.