This Toyota dealership in Colorado Springs really wants twice the MSRP on a regular 3.0L 2020 Toyota Supra

Ever since I learned that a Toyota dealership in Tennessee really added $25,000 ADM on a Launch Edition Supra, I thought I’d heard the worst of it. This Toyota dealership in Colorado just said, “Hold my beer.” According to a prospective buyer on who queried Larry H Miller Toyota Colorado Springs late last month the sales representative responded that although they don’t have a Launch Edition for sale they will get a batch of regular Supras and will add $50,000 ABOVE MSRP. With an MSRP of $49,990, that’s literally more than twice the sticker price.

Supra GR
2020 Toyota Supra non-Launch edition

The Facebook of the dealership in question.

Here’s the e-mail this prospective customer received verbatim minus the emojis.

“I just want you to know that we are going to get our first Supra this July. This Supra has already sold, but we will get 7 more this year. Most of them are expected to sell before they get here. The first Supra sold this year sold for more than $2,000,000 above MSRP at an auction. We are pricing our Supra at $50,000 over MSRP. Please, let me know if you would like to claim your Supra before it sells.”

Keep in mind that, as mentioned, this isn’t even for a Launch Edition where only 1,500 Supras bearing a special launch edition package are going to be made.

And while the first Toyota Supra did sell for more than $2 Million last year, that was strictly an auction where all the proceeds went to charity so that price point shouldn’t even be used, although I’m not surprised some dealerships will use this as a selling point on how valuable this car really is.

While this dealership hopefully is an outlier, the truth is that, according to the Supra MKV thread linked above, 90 percent of dealerships getting Supras will add some type of ADM or added dealer markup. A quick read through on the thread and it looks like a $5,000 markup on regular Supras and a $10,000 markup on Launch Editions is the norm. There are a few saints out there that will sell you a Supra at MSRP probably because they’re not hurting for more profit in 2019 or simply because they’re not a**h***S.

Here’s how much Supra’s will cost according to Toyota

Model # Grade MSRP* 20MY
2372 3.0 $49,990
2374 3.0 Premium $53,990
2375 Launch Edition $55,250

If you want to keep up with the circus that is Supra pricing, I’d suggest following that MKV thread. If not, I’m sure you’ll hear some horror stories from more established car blogs in the coming months.




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