- Toyota sold 919 Supras in the first quarter of this year, up from 421.
- Overall sales for the Toyota brand have also risen slightly in the US.
- Models like the GR86, Prius, and RAV4 experienced big sales declines.
Toyota may be preparing to pull the plug on the current Supra, but that looming exit seems to have lit a fire under buyers in the United States. With the end now clearly in sight, demand has surged, pushing sales sharply upward both in March and across the first quarter of the year.
Back in October, reports suggested production would wrap up in March, which technically means the Supra could already be done, though Toyota hasn’t officially confirmed it yet. Either way, the sense of urgency is real. March alone saw 357 units sold, nearly double last year’s 179, marking a 99.4 percent jump even with one fewer selling day in the month.
Read: Toyota Gives GR Supra A V8 But You’ll Never Be Allowed To Drive It
Demand for the Supra didn’t spike in March alone. Over the first quarter, Toyota moved 919 units, a 118.3 percent jump from the 421 delivered in Q1 2025. It’s unclear how many of those were the special Final Edition introduced late last year versus standard versions. Regardless, buyers aren’t waiting around; they’re locking one in while they still can.
The Supra isn’t the only interesting takeaway from Toyota’s Q1 and March 2026 sales. The Toyota brand itself slipped 6.9 percent to 182,606 units in March, while Lexus dropped 14 percent to 29,011. Year-to-date tells a slightly steadier story, with Toyota up 0.3 percent to 488,468 units, though Lexus remains down 2.5 percent at 80,952.
Model Struggles
While the Supra is enjoying a late surge, other parts of Toyota’s lineup are moving in the opposite direction. GR86 deliveries are down 26.3 percent year-to-date and plunged 47.2 percent in March, with just 605 units sold. The Prius hasn’t fared much better, dropping from 7,258 units last March to 2,941 this year, and sitting 41.5 percent down through the first quarter.
The RAV4 also took a significant hit, with March sales falling 45.6 percent to 21,693 units. That said, the drop likely reflects timing rather than fading demand, as Toyota transitions from the outgoing model to the next-generation RAV4.
Some of Toyota’s poor sellers have increased in popularity. For example, BZ sales jumped 149.1 percent in March to 4,019, Corolla Cross sales were up 11.9 percent to 11,709, and 4Runner sales spiked 84.4 percent in March to 12,380.
