It's not a secret anymore. Read on.
The reborn Toyota Supra only hit the market last year following a 17-year absence. Today's Supra was made possible mainly because Toyota and BMW worked together to develop a new sports car platform. The BMW Z4 was the German automaker's result. But since the Supra is so new and Toyota isn't typically known for offering discounts, most buyers are paying sticker prices, which start at about $51,000. Markups, of course, were inevitable with some reaching as high as $100,000.
Now that some time has passed since the initial launch and the recent reveal of the updated 2021 Toyota Supra and the new and less expensive turbo-four variant, it appears the Japanese automaker is finally offering a discount on the 2020 model.
Cars Direct managed to obtain incentive bulletins sent to 11 different regions across the country authorizing dealerships to pass along $1,000 in savings. This offer is reportedly in place through the end of the month. What's more, it's not even being advertised. Not on TV. Not online. Obviously it's up to dealerships whether or not to drop the price by a grand, but it is savings nonetheless.
This means that the base trim 2020 Toyota Supra can be had for $49,945 and the Premium trim for $53,945. Is this something worth considering? Absolutely, especially if you have your heart set on buying a new Supra and you can't wait for the more powerful 2021 model.
Still though, the Supra remains a bit expensive compared to the competition, such as the Ford Mustang GT, which starts at $36,000. The Chevrolet Camaro SS can be had for as little as $38,000. There's also the new and far more powerful Chevrolet Corvette for at least $60,000 in change. There's a fairly decent chance that unless buyers bring up the approved $1,000 in savings, the dealership won't willingly give that information.
What's more, dealerships don't even have to give the entire $1,000 discount, so be prepared to potentially bargain or, if necessary, try another dealership.