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.