Why was Toyota Supra discontinued?

The Toyota Supra has not been discontinued and remains in production as of 2025.

Rumors of a discontinuation have circulated in automotive coverage, but Toyota has not announced any end to the Supra’s nameplate. The sports coupe continues to be sold in major markets worldwide and receives ongoing updates within Toyota’s GR performance lineup. This article examines the current status, why rumors arise, and what could influence its future.

Current status of the Toyota Supra

The GR Supra remains an active part of Toyota’s lineup and is marketed globally. It continues to be offered in multiple markets with model updates and variants that keep it competitive in the sports car segment.

Here's a snapshot of the production status and related details that clarify where the Supra stands today.

1. The GR Supra is still in production and listed in Toyota’s current model range in many regions.


2. It offers two primary engine options: a 2.0-liter turbocharged inline-four and a 3.0-liter turbocharged inline-six.


3. The Supra is a product of a joint development with BMW, sharing a platform with the BMW Z4 and assembled at Magna Steyr in Austria.


4. Toyota continues to refresh the model with feature updates and special editions within the GR performance family to maintain its halo-car status.

In short, there is no official plan to retire the Supra in the near term, and the model continues to be actively marketed in key markets.

What could influence future discontinuation?

Several factors could, in theory, influence whether Toyota decides to discontinue the Supra in the future. These are considerations often cited by industry observers when assessing niche sports cars.

• Market demand and profitability: If global demand declines or profitability becomes unfavorable, Toyota could reevaluate the model’s production.


• Electrification and powertrain strategy: Toyota’s broader shift toward electrification could affect the role of an internal-combustion sports coupe like the Supra.


• Joint-venture and platform dynamics: The collaboration with BMW and the shared platform with the Z4 could change if the partnership evolves or ends.


• Regulatory and compliance pressures: Emissions standards, tariffs, and regional regulations could impact the model’s viability in certain markets.


• Product portfolio balance: Toyota’s overall GR lineup strategy and the introduction of new performance models could alter where or whether the Supra fits.

These considerations are speculative, and there is no official announcement signaling an imminent discontinuation. Any future decision would depend on a combination of market signals and corporate strategy.

Summary

At present, the Toyota Supra remains an active model within Toyota’s GR performance lineup. Rumors about its discontinuation persist occasionally, but there is no official confirmation of retirement. The Supra’s fate will likely hinge on market demand, the pace of electrification, and how Toyota reshapes its performance-vehicle strategy in the coming years. For enthusiasts and investors alike, the key takeaway is that the Supra is not currently on the chopping block, but its long-term future will be tied to broader industry trends and corporate priorities.

Will Toyota bring back the Supra?

Yes, a new generation of Supra is confirmed to be in development, with its debut expected around 2027. This future model will be developed entirely in-house by Toyota, ending the partnership with BMW used for the current generation. It is rumored to feature a 2.0-liter turbocharged hybrid engine, but some reports also suggest it could use a Mazda-sourced inline-six engine.
 
This video discusses the possibility of the new Supra being co-developed with Mazda: 1mKirk KreifelsYouTube · Feb 11, 2025

• End of partnership: The next Supra will be a new model, independent of BMW, marking the end of the current generation's collaboration. 
• Development timeline: The sixth-generation Supra is expected to be released in 2027. 
• Engine options: Initial reports point to a new 2.0-liter turbocharged hybrid engine with around 400 horsepower. However, some speculation suggests Toyota may use a Mazda inline-six engine instead, possibly with hybrid assist. 
• Platform: The new Supra will sit on a new rear-wheel-drive platform that will also be used for future Lexus sports coupes. 

This video provides an overview of the current generation Toyota GR Supra: 58sToyota USAYouTube · Jun 20, 2025

Is Supra car discontinued?

Yes, the current generation of the Toyota Supra is being discontinued after the 2026 model year, with production scheduled to end in March 2026. This marks the end of the current fifth generation, but Toyota has stated a successor will be developed, though there will likely be a gap in production before the next model is released.
 

• Final model: The 2026 model year is the last for the current Supra, and a special "Final Edition" is being produced. 
• Production end: Production is expected to wrap up in Spring 2026. 
• Successor planned: Toyota has confirmed that a next-generation Supra will be developed after the current model concludes its run. 
• Production gap: It is expected that there will be a period without a new Supra being produced before the next generation arrives, similar to the previous hiatus for the model. 

Why was the Toyota Supra banned?

The Toyota Supra wasn't banned, but import and sales issues affected certain models, particularly the 1994 Supra, due to non-compliance with US safety and emissions standards, especially for right-hand drive versions. The car's failure to meet crash safety regulations, which included a lack of airbags and other safety features required in the US, led to some vehicles being seized and destroyed by customs. While some sources claim a specific NHTSA blacklist, this is disputed, and the difficulty in importing many classic Japanese market Supras is due to their failure to meet US safety and import regulations when they were new, though they can now be legally imported under the 25-year rule.
 
Key reasons for import issues

• Safety and emissions non-compliance: Many older Japanese-market Supras did not meet US federal safety and emissions regulations that were in place at the time of their manufacture.
• Right-hand drive (RHD): Right-hand drive models were not originally designed to meet US standards, which have different requirements for driver visibility and safety features like airbags.
• Customs seizures: US customs officials would sometimes seize and destroy RHD Supras that were attempting to be imported because they failed to meet US safety standards.
• Disputed "blacklist": Some online sources suggest the 1994 Supra is on a "NHTSA blacklist" due to long-term reliability issues, but this is a disputed claim, and many importers have brought these cars into the US legally after they become eligible for import under the 25-year rule. 

Why did Toyota discontinue the Supra?

Toyota discontinued the current Supra because its partnership with BMW for the platform was ending, making further production at a reasonable cost impractical. The decision was also driven by shifting market trends toward electrification and a need for Toyota to focus resources on its new and upcoming models. The company has stated that the Supra is not gone forever and plans to release a next-generation model, potentially with a new partner.
 

• End of BMW partnership: The current Supra was co-developed with the BMW Z4, and when BMW ends Z4 production, the supply chain for shared components will be gone. 
• Resource allocation: Toyota needs to shift resources to other projects, such as its expanding GR (Gazoo Racing) lineup and its growing range of hybrid and all-electric vehicles. 
• Cost-effectiveness: The cost of engineering and updating the current platform to meet new regulations would not be cost-effective, and Toyota believes a new "house" (platform) needs to be built for the next generation. 
• Future plans: Toyota has confirmed that a next-generation Supra is a goal and will eventually return, possibly with a new partner like Mazda.