It's painful to even think about.
Whether you're a fan of it looks or not, the reborn Toyota Supra is an impressive sports car. Powered by a BMW-sourced 3.0-liter turbocharged inline-six with 335 hp and 365 lb-ft of torque, the fifth generation Supra may have BMW guts, but it was tuned by Toyota's highly respected global chief engineer Tetsuya Tada. In other words, the Supra has its own unique character compared to its distant cousin, the new BMW Z4. But how much is that character and world-class tuning really worth? Toyota gave the 2020 Supra an MSRP of $49,990 for the base model while the Premium trim runs for at least $53,990 and the Launch Edition begins at $55,250. Zero to 60 mph happens in 3.8 seconds. Not a bad price for the power and performance, right?
Unfortunately, some Toyota dealerships are taking full advantage of the Supra's hype and have opted to do – you guessed it – markups. Take Jerry's Toyota in Baltimore, Maryland, for example. This 2020 Toyota Supra Launch Edition does not have the suggested MSRP. Not even close.
On the one hand, that's entirely surprising. Launch Editions are limited to the first 1,500 units, all of which feature red side mirrors and a replica of Akio Toyoda's signature on a carbon fiber plaque planted on the dashboard, among other unique features. But apparently, Jerry's Toyota believes this is all worth an awful lot more than $57,000, the stated MSRP. How much more? Try a grand total of $100,000.
To add insult to injury, that price "excludes taxes, tags, and $300 dealer processing charge." With just 10 miles on its clock, this particular 2020 Supra Launch Edition features Nocturnal Black exterior paint.
Think, for a moment, what other cars $100,000 can get you. A brand new Porsche 911 Carrera immediately comes to mind. The just revealed 2020 Porsche 718 Cayman GT4 will also set you back $100 grand. Automakers have nothing to do with these markups and typically discourage the practice. FCA made a noble attempt to do this when the Dodge Demon went on sale but the restrictions it attempted to put into place still didn't stop some dealers' price gauging. It's a shame, really. The new Toyota Supra is a great car and all, but it's simply not worth six figures, including the Launch Edition.