Here To Stay: The Toyota Supra is not going away

Despite rumors, the Toyota Supra will go on even if the BMW Z4 goes away

Earlier this year, we reported about the possibility of both the fifth-generation Toyota Supra (codenamed A90) and the third-generation BMW Z4 heading for the chopping block. For those not in the know, both the current generation Supra and Z4 are related and manufactured in Magna Steyr in Graz, Austria.

With both vehicles supposedly set to be discontinued in 2026, both the Supra and Z4 may not be long for this world. But according to a new report, Toyota will apparently keep the Supra alive even if the Z4 gets axed.

In a report by the Australian publication Car Expert, Toyota Australia's vice president of Sales, Marketing & Franchise Operations Sean Hanley stated that the Supra is not going away anytime soon. The executive even went on to say that the existence of the Supra would be entirely Toyota’s decision.

“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. And, quite frankly, I have no expectation, sitting here today, that the Supra brand will disappear. At all,” said Hanley.

With the Supra set to compete at Australia’s Supercars championship with a V8 engine, Hanley also mentioned that the race car might outlive the road-going version of the Supra. However, the executive also shared that the Supra’s legacy is important for Toyota.

“The Supra nameplate goes back for years. There is a lot of legacy there. It is an incredibly important brand. If you get it right, people will start to gravitate to your brand and go ‘Wow, that’s a fun brand. They are doing well, they know what they’re doing,” added Hanley.

Add the fact that Toyota funded the all-new Supra project, to begin with, it stands to reason that the fifth-generation sports car (and perhaps the next-generation model) will go on.

With the Supra’s future in safe hands, perhaps we can expect Toyota to introduce changes, new variants, special editions, and perhaps an all-new model in the not-so-distant future. The only question now is, when can we expect to see them unveiled?