2019 Toyota Supra ‘won’t be cheap, but will be affordable’

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The global launch won’t happen until early 2019, and an Australian debut won’t occur until the second half of 2019, but Toyota has confirmed the Supra won’t be a bargain like the 86, but should still be affordable.

Speaking with media at the global first drive of the all-new Toyota Supra, Vincent Dewaersegger, senior manager of product communication at Toyota Europe, was confident pricing will be appealing.

“Pricing is not finalised and it’s going to be market dependent. Of course it will be below a Porsche because Toyota is a mainstream brand, but the final price will depend on every market and the competitive set,” Dewaersegger said.

REVIEW: 2019 TOYOTA SUPRA DRIVEN

“To be honest, it’s not finalised. Although it’s going to not be a cheap car, we want to make it affordable. Our target is not to make it so high that nobody buys it, that’s not our intention. The sweet spot, we are now finding that sweet spot,” he went on.

It’s easy to speculate on where pricing will sit, but it’ll be hard to nail down an exact figure until closer to launch. To add complexity to the pricing question, Toyota will offer the Supra with a number of ride and handling configurations. That could mean a variation of $5000 or $10,000 between base variants and top-specification cars.

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