by Sales of the Toyota GR Supra have surged after its production ended, while the more affordable GR86 is losing ground in the US market. In the first half of 2026, dealers sold 2,116 Supra units, which is 71.9% more than in the same period last year. In June, sales rose by 45.8% to 449 cars. Production at the plant in Graz, Austria, ended this spring, so buyers are actively snapping up remaining inventory.
GR86 cannot keep up with the leader
The situation with the GR86 is drastically different. Despite a significantly lower price and availability for ordering, sales of this model continue to fall. Since the beginning of the year, 4,007 cars have been sold, which is 26.2% less than last year. June figures also fell by 6.8% to 754 units.
Toyota’s overall results look much better. The brand showed growth of 11.2% in June and 1.5% since the beginning of the year. Electrified vehicles accounted for over 57% of all TMNA sales for the month. The company also noted its best month for the RAV4 Hybrid and a record June for Lexus, although the latter is showing a decline of 5.2% since the start of the year.
Limited inventory impacts sales
Other models in the lineup also show both winners and losers. Prius sales continue to fall — down 42.3% since the beginning of the year, though June saw a 9.4% increase. The regular, non-hybrid RAV4 lost 35.7% year-over-year, which is more related to limited availability than a lack of demand. The Land Cruiser also showed a decline of 40%.
Bright spots in the model lineup
On the positive side, the Highlander Hybrid grew by 48.9% since the start of the year, the 4Runner jumped by 141%, and the Camry continues to confidently gain momentum with an increase of 15.3%. This proves that Americans still love practical sedans, especially if they have a reliable Toyota badge.
Interestingly, the market is reacting to the discontinuation of the Supra with a classic “scarcity effect,” where buyers rush to purchase a model that will soon disappear from the market. Meanwhile, the GR86, which remains in production and costs significantly less, cannot boast the same popularity. This may indicate that buyers perceive the GR86 as a less exclusive car, or that the target audience for these two models is substantially different. The overall picture of Toyota sales shows that hybrid and electrified versions are becoming increasingly popular, while traditional gasoline models, especially those with limited availability, are losing ground. The high demand for the Highlander Hybrid and 4Runner suggests that American buyers prefer practical SUVs with economical engines.
