Despite receiving positive reviews, the Toyota Supra faced a significant drop in sales, plummeting by 46% in 2023 compared to the previous year, according to Toyota’s year-end sales report. The addition of a six-speed manual transmission in 2023 did not translate into the expected boost in sales. The company had anticipated that only one in four customers would opt for the manual model, but the decline was steeper than expected. While reasons for the decline are speculative, it aligns with broader trends indicating a diminishing interest in new two-door sports cars.
In contrast, Toyota’s GR86 experienced a milder 7.7% drop with 11,078 units sold. The GR Corolla, introduced in 2023, is another enthusiast offering, but its impact on overall sales remains to be seen. The broader market trend suggests a preference for pickup trucks and SUVs over traditional sports cars, as demonstrated by the stable sales performance of models like the 4Runner, which saw a modest 1.5% volume drop from 2022.
As car manufacturers release their year-end sales reports, it remains to be seen how the Supra compares to rivals like the Nissan Z and BMW Z4. The Supra’s role in preserving the dwindling two-door sports coupe category is emphasized, and its success or lack thereof in 2024 will be pivotal for the future of internal combustion performance models in the market.