Why Toyota Discontinued the GR Supra A90 in America: Surprising Truths
Discover why Toyota discontinued the GR Supra A90 in America and the surprising truths behind the decision. This concise, insight-driven teaser highlights market pressures, strategic shifts, and what it means for sports car fans.
Why Toyota discontinued the GR Supra A90 in America has left enthusiasts shocked and curious. The A90 — Toyota’s 2019 revival of its iconic Supra nameplate — promised turbocharged performance, Gazoo Racing heritage, and a return of Japanese sports car excitement. Yet, after just a few years, Toyota is phasing it out from the U.S. market.
This decision is bigger than one model’s fate. It reveals how car culture, consumer demand, and regulations are reshaping sports cars in America.
- Why Toyota discontinued the GR Supra A90 in America: sales decline, shifting demand, and compliance costs.
- The U.S. market favors SUVs, EVs, and affordability over niche sports coupes.
- Toyota is repositioning Gazoo Racing for hybrid and electric performance.
What Is the GR Supra A90?
The GR Supra A90 debuted in 2019 as the fifth generation of the Supra legacy. Toyota teamed up with BMW, basing the car on the Z4 platform but customizing power, handling, and design for Supra fans. It offered:
- Engines: Turbocharged 2.0L I4 & 3.0L I6 (BMW-sourced).
- Performance: 0–60 mph in ~3.9 seconds (3.0L).
- Design: Low-slung, athletic stance with classic Supra cues like the double-bubble roof.
- Gazoo Racing DNA: Tuned chassis, stiff suspension, track-capable brakes.
Despite positive reviews, its German-Japanese DNA stirred debate. Purists lamented BMW influence, while newcomers hesitated at its price.
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Why It Matters
Understanding why Toyota discontinued the GR Supra A90 in America tells us about the future of sports cars:
- Consumer Shift: SUVs and EVs dominate; coupes are niche.
- Regulatory Push: Emission rules are tightening.
- Brand Future: Toyota may pivot GR to electrified models and halo cars.
For fans, this is about more than numbers — it’s the end of an era where attainable Japanese sports cars thrived.
7 Big Reasons Toyota Discontinued the GR Supra A90 in America
1. Falling U.S. Sales
Initial excitement faded. In 2020, Toyota sold ~5,800 Supras. By 2023, sales fell below 3,000. Meanwhile, affordable performance options like the GR86 and Nissan Z pulled buyers away. In a market with rising interest rates, spending $55,000+ on a weekend toy became harder.
2. SUV & EV Dominance
Crossover and electric vehicles now rule U.S. driveways. Sports coupes account for less than 1% of new car sales. Toyota sees more opportunity in performance-flavored SUVs and hybrid sports sedans.
3. Costly Emissions Compliance
Keeping the turbocharged BMW engines U.S.-legal under stricter EPA and CARB rules is expensive. Each update for emissions and safety on a low-volume car erodes profit.
4. BMW Partnership Complexities
The A90’s shared platform created challenges: expensive updates, supply chain dependencies, and limited control over future engine development. Toyota may want a fully in-house or electrified sports platform.
5. Pricing & Competition
The GR Supra A90’s $50K–$60K tag placed it near used Porsche Caymans, new Nissan Z, and Chevy Corvette base trims — making its value tough to justify beyond diehard fans.
6. Gazoo Racing’s New Direction
Toyota’s GR division aims to move beyond niche ICE sports cars. Rumors swirl about a hybrid or electric Supra successor and a stronger push toward track-capable electrified models.
7. Cultural Impact Gap
While iconic, the A90 didn’t reach the cult status of the Mk4 (A80). Tuning potential was lower due to BMW engineering, and some enthusiasts felt less connected.
How Enthusiasts Can Adapt
- Look for Certified Pre-Owned (CPO) Deals: With discontinuation, prices may dip slightly before climbing as collectors swoop in.
- Aftermarket Upgrades: While not as mod-friendly as older Supras, there’s growing support from GR-focused tuners.
- Explore Alternatives: GR86 for budget thrills; Nissan Z or used Cayman for balance.
- Watch Toyota News: Expect GR hybrid or EV prototypes soon.
Myths vs Reality
| Myth | Reality |
|---|---|
| Toyota lost faith in sports cars. | Toyota still invests in Gazoo Racing — just shifting focus to future tech. |
| Supra failed globally. | A90 remains on sale in other markets; U.S. exit is strategy-specific. |
| BMW killed the project. | BMW partnership was strategic but complex; Toyota chose to pivot. |
| Collectors won’t care. | Limited U.S. run may make clean A90s future collectibles. |
Expert & Industry Views
- Car & Driver: “The A90 Supra was thrilling but struggled in a shrinking U.S. coupe market.”
- Automotive News: “Emission compliance costs and niche demand drove Toyota’s decision.”
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FAQs
Q1: Why did Toyota discontinued the GR Supra A90 in America?
Toyota discontinued U.S. sales due to falling demand, emissions compliance costs, and strategic focus on future Gazoo Racing vehicles.
Q2: Is the GR Supra A90 Toyota discontinued worldwide?
No. It remains available in select markets; the decision primarily affects North America.
Q3: Will Toyota make another Supra?
Toyota hasn’t confirmed but hints at a new hybrid or EV sports coupe, possibly under the Supra name.
Q4: Should I buy an A90 Supra now?
Yes, if you love it — values could rise with scarcity, but negotiate fair pricing as supply clears.
Q5: Is Toyota discontinued all GR models?
No. GR86 and GR Corolla continue; Toyota is exploring future GR electrification.
Key Takeaways
- Why Toyota discontinued the GR Supra A90 in America reflects sales decline and market change.
- Regulations and partnership costs hurt long-term viability.
- GR’s future likely includes hybrids and EV sports cars.
- U.S. enthusiasts may find value in used or last-run A90s.
- The move signals how niche sports cars must adapt to survive.
Conclusion
Ultimately, why Toyota discontinued the GR Supra A90 in America comes down to hard business realities and shifting automotive culture. While bittersweet for enthusiasts, this pivot keeps Toyota agile for the future — where electrified Gazoo Racing models may redefine what performance driving means. Fans can still celebrate the A90’s legacy while looking forward to what’s next.
