Sales Increased By 72% After Toyota Killed The GR Supra This year

Although Toyota has officially ceased production of the GR Supra, the model is experiencing a notable surge in demand, likely driven by its newfound scarcity. This discontinued sports car is enjoying a robust market farewell, which contrasts sharply with the declining sales performance of its active sibling, the GR86.

During the first half of 2026, Toyota recorded 2,116 deliveries of the Supra in the United States—a significant 71.9 percent increase compared to the 1,231 units sold during the same period last year. The momentum continued through June, with sales climbing 45.8 percent to 449 units. As manufacturing at the Graz, Austria, facility concluded this spring, buyers are actively securing the remaining inventory before it is permanently removed from the market.

In contrast, the GR86 has experienced a notable decline in market performance. Despite being more affordably priced and readily available for custom orders, its sales momentum has slowed; year-to-date deliveries have decreased by 26.2 percent to 4,007 units, with June sales falling by 6.8 percent to 754 vehicles.

Conversely, Toyota’s broader performance remains robust. The Toyota brand achieved an 11.2 percent increase in June, reflecting a 1.5 percent growth year-to-date, with electrified vehicles comprising over 57 percent of total TMNA monthly sales. The company also reached a record-breaking month for the RAV4 Hybrid and its best June performance for Lexus, although Lexus sales have recorded a 5.2 percent decline year-to-date.

Across the remainder of the Toyota lineup, sales performance has been varied. The Prius continues to face challenges, with a 42.3 percent year-to-date decline despite a 9.4 percent increase in June. Similarly, sales of the standard RAV4 have decreased by 35.7 percent this year, a trend primarily attributed to supply constraints rather than diminished consumer demand. Furthermore, the Land Cruiser has experienced a 40 percent downturn.

Conversely, other models have demonstrated strong growth: the Highlander Hybrid has seen a 48.9 percent year-to-date surge, the 4Runner has achieved a substantial 141 percent increase, and the Camry continues its momentum with a 15.3 percent gain. These results underscore the enduring popularity of the sedan segment in the United States, particularly when paired with the reliability associated with the Toyota brand.

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