In a bold move that has sent ripples through the automotive industry, Toyota’s President Koji Sato has publicly addressed the swirling rumors about the future of the iconic Supra while unveiling an ambitious roadmap for the Japanese automaker’s expansion into the high-performance supercar segment. Speaking at a special press conference held at Toyota’s global headquarters in Toyota City, Japan, Sato didn’t just quash speculation—he dramatically raised the stakes with a vision that could redefine Toyota’s position in the premium performance market.
Setting the Record Straight on Supra
“I’ve heard the whispers, read the speculation, and seen the renderings,” Sato remarked with a wry smile. “Some of them quite creative, I must say. But today, I want to set the record straight about the future of the Supra.”
The rumors, which had gained traction across automotive forums and social media platforms over the past six months, suggested everything from the Supra’s imminent discontinuation to its transformation into an all-electric model that would abandon its performance heritage.
Sato’s response was unequivocal: “The Supra is not going anywhere. In fact, it’s evolving.”
According to the Toyota president, the next-generation Supra will maintain its performance DNA while embracing new technologies. “We are not abandoning what makes the Supra special. The connection between driver and machine, the exhilarating response, the distinctive engine note—these elements remain sacred,” he explained.
However, he did confirm that hybridization would play a role in the Supra’s future. “We are exploring a high-performance hybrid powertrain that will not only preserve but enhance the driving experience. More power, more response, and yes, better efficiency.”
The Backstory: A Legacy Under Pressure
The current fifth-generation Supra (A90), developed in partnership with BMW and sharing much of its architecture with the Z4, has had a complicated reception since its 2019 debut. Die-hard Toyota enthusiasts criticized the extensive BMW components, arguing it wasn’t a “true” Supra. Yet, performance metrics and driving dynamics gradually won over many skeptics.
Industry analyst Mika Watanabe from Tokyo-based Automotive Future Insights explained the context: “Toyota found itself at a crossroads with the Supra. Development costs for low-volume sports cars have skyrocketed, and partnerships like the one with BMW became necessary. But now Toyota seems ready to reclaim more control over the Supra’s destiny.”
Sales figures for the current Supra have been respectable but not spectacular—around 6,800 units globally last year—leaving Toyota with difficult decisions about investment versus return. This precarious position fueled speculation about the model’s future.
Sato’s announcement effectively ends that speculation while signaling something more profound: Toyota isn’t just committed to the Supra; it’s doubling down on performance vehicles altogether.
Beyond Supra: The Supercar Expansion
The truly surprising element of Sato’s press conference came when he pivoted from defending the Supra to outlining Toyota’s broader performance vehicle strategy, which he termed “Emotional Performance Evolution.”
“Today marks the beginning of a new chapter for Toyota,” Sato declared. “We are expanding our high-performance portfolio beyond anything we’ve attempted before.”
The expansion plan includes three tiers of performance vehicles:
Tier 1: Accessible Performance – Models like the GR Yaris, GR Corolla, and GR86 will continue receiving investment and updates, bringing the “Gazoo Racing” experience to entry-level enthusiasts.
Tier 2: Premium Performance – The Supra anchors this category, which will expand to include two additional models over the next four years. These vehicles will target competitors like the Porsche Cayman and lower-tier Aston Martin models.
Tier 3: Halo Supercars – Most significantly, Toyota announced plans to develop two all-new supercars positioned well above the Supra in both performance and price.
“These will not be concept cars or one-offs,” Sato emphasized. “These will be production vehicles representing the absolute pinnacle of Toyota engineering and performance.”
The LFA’s Spiritual Successor
The first of these supercars appears to be a spiritual successor to the legendary Lexus LFA, which ceased production in 2012 after a limited run of just 500 units. The LFA has since achieved cult status among enthusiasts and collectors, with examples now fetching well over a million dollars at auction.
The new supercar, temporarily designated as “Project Prometheus,” will reportedly feature a bespoke carbon fiber chassis and a high-revving naturally aspirated V10 engine supplemented by a sophisticated electric motor system.
“We’ve learned from the LFA experience,” said Takumi Yoshida, Toyota’s newly appointed Director of Halo Projects. “The LFA was ahead of its time in many ways, but we produced too few, and the timing coincided with a global financial crisis. Project Prometheus will benefit from better market conditions and more accessible production methods.”
Industry sources suggest a production target of 1,500 units over three years, with pricing expected to start around $750,000.
The Hypercar Challenger
Even more ambitious is the second supercar—codenamed “Project Olympus”—which aims to compete with hypercars from brands like Ferrari, McLaren, and Aston Martin in the $1-2 million price bracket.
Details remain scarce, but Sato confirmed it would feature an all-new hybrid powertrain developed with lessons learned from Toyota’s endurance racing program. The system reportedly combines a unique internal combustion engine with multiple electric motors for a combined output exceeding 1,000 horsepower.
“Project Olympus represents our no-compromise vision,” Sato stated. “It will showcase technologies that will eventually filter down to other performance models while standing on its own as a landmark achievement in automotive engineering.”
Former Formula 1 driver and current Toyota development pilot Kamui Kobayashi has reportedly been heavily involved in the project’s development. “The handling characteristics we’re targeting are absolutely world-class,” Kobayashi was quoted as saying. “This is not just about straight-line speed but about creating a complete driving experience that engages all senses.”
Electrification Strategy: Hybrid Now, Full Electric Later
Interestingly, neither of the announced supercars will be fully electric—a decision that raised eyebrows given the industry’s accelerating shift toward electrification.
Sato addressed this directly: “We believe in electrification, and it will come to our entire lineup eventually. But for these particular vehicles, a hybrid approach delivers the optimal experience for the intended customer. A hybrid powertrain offers the best of both worlds—the emotion and engagement of an internal combustion engine with the instant torque and efficiency benefits of electrification.”
He did, however, confirm that Toyota is separately developing a pure electric performance platform that will eventually spawn its own distinct models.
“Think of our current direction as parallel paths,” he explained. “We’re continuing to perfect the hybrid performance formula while simultaneously developing pure electric performance vehicles. Each has its place.”
Manufacturing and Development: A Global Effort
The implementation of this ambitious plan involves a restructuring of Toyota’s performance vehicle operations. The company announced the creation of a new division called “GR Ultimate,” which will operate with significant autonomy from the main Toyota production system.
This division will leverage facilities in Japan, Germany, and the United States, with final assembly of the top-tier supercars taking place at a dedicated facility in Motomachi, Japan—the same plant that produced the Lexus LFA.
“We need specialized facilities and, more importantly, specialized talent,” explained Chief Engineer Mariko Tanaka. “These vehicles demand manufacturing processes more akin to aerospace than traditional automotive production.”
The company has reportedly recruited engineers and designers from European supercar manufacturers, Formula 1 teams, and even aerospace firms to bring fresh perspectives to the projects.
Market Positioning and Strategy
Toyota’s move into the supercar segment represents a significant strategic shift for a brand traditionally associated with reliability and value rather than extreme performance and exclusivity.
Automotive industry consultant James Harrison offers this analysis: “Toyota is recognizing that emotional connection matters, even for a company built on rational purchase decisions. These halo supercars create a trickle-down effect that enhances the entire brand. A teenager who posters of Project Olympus on their wall today might buy a Corolla tomorrow, with the hope of someday owning a GR Supra.”
The timing also aligns with broader industry trends, as Harrison notes: “We’re seeing a segmentation of the market. Mass-market vehicles are becoming increasingly commoditized and eventually autonomous, while at the other end, there’s growing demand for vehicles that deliver extraordinary driving experiences. Toyota is positioning itself to serve both extremes.”
Toyota expects the supercar initiative to be profitable in its own right, despite the substantial development costs. By leveraging technology across multiple models and establishing a new price ceiling for Toyota-branded vehicles, the company projects a positive return on investment within the first product cycle.
Enthusiast Community Reaction
Initial reaction from the automotive enthusiast community has been predominantly positive, if somewhat stunned.
“Toyota going after Ferrari and McLaren? If you’d told me that five years ago, I’d have laughed,” said popular automotive YouTuber Carlos Milan. “But after seeing what they did with the GR Yaris and Corolla, I’m a believer. Toyota knows how to build performance when they want to.”
On enthusiast forums, the announcement has generated thousands of comments, with particular excitement around the V10-powered Project Prometheus.
“A modern, naturally-aspirated V10 when everyone else is downsizing or going electric? Take my money!” wrote one forum member, reflecting a sentiment echoed by many performance purists.
Looking Ahead: Timeline and Expectations
According to the timeline presented by Sato, both supercar projects are already well underway, with the first prototype of Project Prometheus scheduled to begin testing on the Nürburgring within the next six months.
The production version of Project Prometheus is targeted for unveiling in late 2026, with the first customer deliveries in early 2027. Project Olympus will follow approximately 18 months later.
As for the next-generation Supra, Sato indicated it would arrive sooner, with a concept version likely to appear at next year’s Tokyo Motor Show.
“The future of Toyota performance isn’t just secure—it’s brighter than ever,” Sato concluded. “We’re not just responding to rumors; we’re creating a new reality that will surprise and delight driving enthusiasts for generations to come.”
Whether this ambitious supercar expansion succeeds will depend on execution, but one thing is clear: Toyota is no longer content to leave the supercar segment to the Europeans. The Japanese giant has entered the race, and it’s playing to win.
Also Read –