2020 Supra Pricing Will Be “Acceptable For Toyota Fans,” Chief Engineer Says

With all the hype surrounding the upcoming launch of the all-new Supra A90, no clues about pricing have transpired so far.

Sure, the pricing of the BMW Z4 M40i sister car is relevant to some extent for the 2020 Supra as well. The six-cylinder Bavarian roadster starts at $65,690 so logic would have it the Supra coupe won’t be much cheaper. Well, a recent report from Australia should give Toyota fans some hope the Supra won’t be priced prohibitively.

Toyota Supra chief engineer Tetsuya Tada told GoAuto there is a lot of pressure to get the 2020 Supra right, and it comes both from the nameplate’s heritage and its many competitors.

As a result, Tada believes “we have to limit the price as well.” According to him, the cost would have to be “acceptable for Toyota fans.” Obviously, no numbers were offered.

Interestingly, Tada revealed that it’s more important for Toyota to satisfy its fans than sell the new Supra in huge numbers. “The goal for a Toyota sports car is not to sell a lot, but really to sell Supra to fans who like cars a lot,” he said.

The chief engineer added that it’s really hard to measure the success of a sports car. “I think that’s why for many of the car companies, it’s really hard to make a sports car. If you can sell more it’s good, but it’s not (a priority) for a sports car,” Tada said.

The engineer added that pressure comes both from the Supra’s heritage and its competitors. As a result, the Supra A90 “has to be so much more fun than its competitors.” Amen to that, Mr. Tada.

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  • Bo Hanan

    What the hell did I just read?! Absolutely nothing! Mr. Tada didn’t say a damn thing.

    • Dennis James

      Maybe (just maybe) he said it’s going to be expensive.

      • Bo Hanan

        In a cowardly way I think he did say that. And it pisses me off all the more.

    • alexxx

      Or mayyyyybe…just mayyyyybe…. You didn’t understand 😎

  • Mr. EP9

    Sounds like they don’t expect it to sell well or perhaps they are bracing for a repeat of the GT86 where sales dropped off after a period of time.

  • ErnieB

    Like $60k is acceptable? They better price this at $40k or it will flop..

    • Kagan

      You should be lucky here in Europe everything is more expensive.

      • Eagle By Singer

        You should be lucky, here in Australia, everything is absurdly expensive

    • Vassilis

      Pricing will probably be in line with the previous Supra so maybe around 50-60k indeed.

    • Ken Lyns

      If Jeeps fly off the lots at $60k, why can’t a flagship sports car?

      • DMax

        Jeeps are leased. Sports car lease deals are usually terrible.

  • haji

    Acceptable by Toyota executives’ standards?

  • ace_9

    It is already an ugly vehicle, it is more bmw than toyota, the delays made it dated already and now they announced that it’s going to be expensive 😀

    • alexxx

      You are a very optimistic fella, aren’t you?! 😂

      • ace_9

        Very optimistic indeed.

      • Steel Punk

        I’d say he’s a realist.

        • alexxx

          Hmmm…I wonder how pesimist sounds then😉

          • Steel Punk

            lol. I do not need them in my life.

  • Bash

    From where Toyota is standing right now. Everything is not acceptable in my perspective.

  • javier

    i just can’t get the picture of the blue c8 out of my head

  • SpongeBob99Swell

    ..I’m gonna guess it’ll be priced as of the $50K range…

  • dumblikeyou2

    Where’s it being manufactured?

    • Mr. EP9

      IIRC, Magna Steyr’s Austria plant. I believe the Z4 is being built there too.

    • Steel Punk

      EP9 is correct. This fake Supra isn’t even being made by Toyota.

  • SteersUright

    Acceptable to Supra fans huh? Well lets see, the last Supra was nearly $50k, sold abysmally, and then they had to give it a $10k price cut. That means, in today’s dollars, somewhere around $52k would be the limit? $65k and Toyota might as well consider it money down a pit and get the fat rebates ready, especially being a BMW at the end of the day.

  • Steel Punk

    More proof the Japs are only good at white goods on wheels. Toyota had to phone it in for its halo. #suprabynameonly.

  • ErnieB

    F off already toyota .. only a few will buy at your unrealistic price range then you’ll have to nix the price by $15k just to sell a few more..

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