by Sales Dynamics
While the situation looked more balanced at the beginning of January, by October 2025 the gap between these two models became staggering. According to data for the first nine months of the year, Nissan managed to sell 4,822 Z cars, which is 121.7% more compared to the same period last year. At the same time, Toyota registered only 2,009 Supra sales, indicating a drop of 13.7%.
Overall, in 2024, 3,164 Z cars were delivered in the USA compared to 2,615 units of the Supra
Price Factor
One of the key reasons for the success of the Nissan Z is its more affordable pricing policy. The base Z Sport version starts at $42,970, while the Performance model with Rays forged wheels, a limited-slip differential, powerful Akebono brakes, a Bose audio system, and a leather interior costs $52,970. For comparison, the base Supra 3.0 is priced at $57,500, and the Premium trim costs $60,650.
Comparative Sales Table
| Jan-Sep ’25 | Jan-Sep ’24 | Difference | |
| Nissan Z | 4,822 | 2,175 | +121.7% |
| Toyota GR Supra | 2,009 | 2,329 | -13.7% |
Manufacturers’ Strategic Decisions
Toyota’s decision to discontinue the 2.0-liter four-cylinder Supra version with 255 hp before the start of the 2025 model year likely impacted sales. This model already looked less attractive compared to the base Z, which offered 400 horsepower at a lower price.
The flagship Nissan Z Nismo version also turned out to be more affordable ($65,750 vs. $68,550) and more expressive than its direct competitor – the Supra Final Edition. However, unlike other Z modifications and all Supra versions, which offer a choice of transmissions, the Nismo is only available with an automatic transmission.
Competitive Environment
While the 32,800 Mustangs sold by Ford show that both Japanese models are significantly behind the segment leader, Nissan’s results are still impressive. The company has already surpassed last year’s figures, even though there are still three months left until the end of the year.
Toyota also has three months to improve its sales, but going forward, the prospects for the Supra do not look too optimistic. It is reported that the model will be discontinued in early 2026, although the company is already planning the development of a successor.
Interestingly, the success of the Nissan Z may indicate a shift in the priorities of sports car buyers, who increasingly value the price-to-performance ratio. Although the Supra has a strong historical legacy and reputation, modern market conditions require a more flexible approach to pricing and marketing strategies. Both models continue to be important players in the sports car market, but their fates are developing along different paths.
