Maybe the 2020 Toyota Supra isn’t the hot ticket that we expected.
When the Supra Launch Edition started arriving at dealers last July, we saw quite a few of those cars on sale for way over their MSRP. Toyota said the Launch Edition should be priced at $55,250, but as expected, dealers jacked up the price to take advantage of what was perceived to be a hot new sports car that everyone would want to own.
One dealer was selling their Supra Launch Edition for $40,000 above MSRP. That’s not quite Gladiator-levels of price gouging, but it was still a big price hike.
At the time, Autoblog recommended folks who actually wanted a Supra but didn’t want to pay almost twice as much for one to check out the Supra MKV forums for an updated list of dealers that were selling at MSRP. It looks like that strategy might have worked since the first Supra Launch Edition that was placed up for auction didn’t even sell.
To be clear, the final bid price was still above the $55K MSRP, but Carscoops reports that the Supra still didn’t exchange hands for failing to meet the reserve price. A reserve price in an auction is when the seller sets a price where they reserve the right to not sell if the auction doesn’t hit that amount. With a final bid of $56,700, it seems clear that the seller was expecting their Supra to sell for way above MSRP and was disappointed when it barely made a profit.
Likely the cost of transporting the Supra to the seller meant that they were actually selling at a slight loss.
While scrupulous buyers are one explanation, a lack of demand might be another. Toyota really low-balled the Supra’s performance specs, and although various publications have tested the Supra and found it to be far better than its pamphlet indicates, there are plenty of potential customers that aren’t going to go to the effort of dyno-testing their own car.
Meanwhile, the 2020 Corvette just appeared with nearly 500 horsepower and a sticker price just $5,000 more. Why would you get a front-engined BMW when you could get a mid-engined Corvette for almost the same price?