Nobody sells a ton of sports cars these days, but Nissan recently reached a benchmark not many expected it to hit. The Nissan Z outsold the Toyota Supra for the first time in 2024, and while the sales numbers for both are pretty small, it’s good news at a time when Nissan likely needs it most.
Nissan sold 3,164 Zs in 2024, compared to 2,615 Toyota Supra sales. The Z is significantly cheaper than the Supra, starting at a little over $44,000 to the Toyota’s more than $57,000 base price. The less expensive four-cylinder Supra was discontinued for the model year, leaving the pricier inline-six variants.
The Z lineup grew in 2024 with the new Nismo model, and Toyota updated the Supra with an anniversary car in 2023, but neither car has had a notable revision since its introduction. While the price difference certainly played a role in the Z’s rise, several other factors likely helped nudge the Nissan over the Toyota. Anecdotally, many hopeful Supra buyers have complained about Toyota’s lack of a customer ordering system and markups, which, combined with the added cost, likely turned some people away from the Supra.
Nissan dealers tried to do the same thing with the Z, marking up its more modest price. However, many stores have faced declining sales and growing inventory, giving them more incentive to negotiate with buyers on price.
[Images: Nissan, Toyota]
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Source: The Truth About Cars
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