Toyota Affirms Commitment to the Supra: No Plans for Discontinuation

Rumors have circulated about BMW’s plans to discontinue the Z4 once its current generation concludes. It is expected that production of the sporty convertible will cease in 2026, with no successor in the works. This raises questions about the future of the mechanically similar Supra; however, it appears that Toyota has different plans for its coupe counterpart.

In a discussion with CarExpert, a Toyota representative made it clear that the performance vehicle’s future is secure. Sean Hanley, Toyota Australia’s Vice President for Marketing and Sales, stated unequivocally, “There is no plan to discontinue the Supra brand in this car company. I know that. BMW is not Toyota. The notion that Supra is stopping is purely speculative.”

This assertion is noteworthy, considering both the Z4 and Supra are produced by Magna Steyr in the same Graz, Austria factory. If BMW does not plan to introduce a new generation of the roadster and subsequently opts not to renew its contract with the vehicle manufacturer, what implications does this have for the Supra?

One possibility is that the current-generation Supra might indeed be phased out alongside the Z4, as previously suggested. However, Toyota may choose to retain the Supra name for a future model developed either independently or with a partner.

Hanley intriguingly mentioned that the Supra “might change. It might morph, shape-wise.” His reference to the “Supra brand” rather than a singular vehicle indicates potential plans for a broader lineup that extends beyond the current body style.

Reviving the Supra name in 2019 after a 17-year absence, only to see it vanish after a single generation, would disappoint enthusiasts. Yet, leveraging the esteemed brand for a diverse range of models poses its own risks, particularly if an SUV is part of the strategy. Still, in a market that features vehicles like the Ford Mustang Mach-E and Mitsubishi Eclipse Cross, the possibilities are seemingly endless.