Toyota has gained a rock-solid reputation for producing dependable, fuel-efficient cars that keep consumers coming back for more. The 2020 Toyota Supra is already getting high praise for being one of the coolest, fastest vehicles in their lineup. Toyota pulled the car from the U.S market in 1998 due to declining sales, but so far its highly-anticipated revival doesn’t disappoint. 

As with every car in high demand, dealers are using this to their advantage by slapping a high markup on the Supra’s MSRP. We’ve already seen outrageously high price hikes from the new Jeep Gladiator and Honda Civic Type R earlier this year, and the trend doesn’t seem to be going away any time soon.

Why Dealers Are Marking up the Supra

To make the 2020 Supra even more desirable, Toyota offered an exclusive Launch Edition Supra to the first 1,500 buyers. This version of the Supra has a few distinctive features that set it apart from the regular model. A plaque on the passenger side’s dashboard displays the car’s number (1-1500), along with a signature from the company president Akio Toyoda. Red Launch Edition cars come with a black leather interior, while black and white Launch Edition Supras sport red leather seats. The Launch Edition also sports unique, flashy red mirror caps.

The Launch Edition Supra has an MSRP of $56,180, while a regular Supra can be purchased for around $50,000. Both regular and standard editions of the Supra are receiving fairly high markups, but the Launch Edition is definitely the most coveted of the two. A listing was found for a dealer in Tennessee wanting $81,000 for a Launch Edition. Even if equipped with the $1,195 Driver Assistance package, it’s still a markup of over $20,000. Just last week, a listing for a Launch Edition Supra in Baltimore was spotted for a whopping $100,000, but the listing has since been removed. 

An Overview of the 2020 Toyota Supra

Despite a few unique touches, consumers would still be paying the markup for a standard 2020 Supra since there are no technical differences between the two models. Despite its triumphant return to the States, the Supra isn’t perfect. However, the pros of this vehicle greatly outnumber the cons.

The 2020 Supra features a turbocharged six-cylinder engine capable of 335 hp. Thanks to its eight-speed automatic transmission, it can reach 0 to 60 miles per hour in 3.8 seconds, and 0 to 100 miles per hour in 9.5 seconds. These high acceleration rates paired with good steering make this car a blast to drive. The Supra was also proven to get better gas mileage than most of its competitors, such as the Cayman GTS and Corvette. When tested, it was able to score an mpg of 24 in the city and 31 on the highway.

The Premium trim offers even more features, including heated seats, Apple CarPlay, and a bigger 8.8-inch infotainment screen. The Driver Assitance Package comes with parking sensors, blind-spot monitoring, rear-collision alerts, and cruise control to make this car even more deluxe.

While it’s definitely worth the sticker price, whether or not most consumers will go after the higher markups remains to be seen.

For die-hard Supra fans, there may still be hope for getting their hands on a Launch Edition Supra that won’t cost six figures. Some dealers don’t use markups at all, so it’s best to shop around online and by visiting dealerships in person to find a good deal. If you’re a patient person, wait it out. After the initial hype goes down, you’ll probably see the price on these vehicles go back down to a reasonable number.