Dealer markup prices are getting crazy.
The 2020 Toyota GR Supra is one of the most anticipated new sports cars of the year. It comes as no surprise, then, to find that dealers are already taking advantage of the car's high demand and limited supply by charging outrageous markups. Back in July, a dealership tried to sell a 2020 Toyota Supra Launch Edition for $100,000, but it hasn't taken long for another dealer to beat it with an even more expensive Supra.
Listed for sale by Bill Penney Toyota in Huntsville, Alabama, is a 2020 Toyota Supra Launch Edition finished in Absolute Zero white that costs, wait for it, a whopping $167,000 – that's $111,750 more than the Supra Launch Edition's starting price of $55,250. That price is final too, as the dealer states it won't accept any haggle prices.
Granted, the Toyota Supra Launch Edition is limited to just 1,500 examples and has some unique enhancements that make it rarer and more desirable than the standard model, but we don't think this justifies the astronomical asking price.
Compared to other models, the Toyota Supra Launch Edition has unique black wheels, red mirror caps, special badging showing the car's production number, and red leather upholstery. The Supra listed for sale isn't brand new either, as it has clocked up 182 miles.
Mechanically, the Launch Edition Supra is identical to other models. Power is provided by a BMW-sourced, 3.0-liter turbo inline-6 gas engine that sends 335 hp and 365 lb-ft of torque to the rear wheels through an eight-speed automatic transmission.
According to Car and Driver, the dealer thinks it can justify charging $167,000 because of the Supra's limited supply and the Launch Edition's exclusivity. The dealer's manager told the publication that dealers in the southeast region covering North and South Carolina, Georgia, Alabama, and Florida are only allocated around 10 Supras per month.