By on December 19, 2018

I’ve reached a point where Toyota’s non-stop procession of Supra teasers has made me dead to the world… or so I thought.

Since this summer, covering the Supra has become a chore, all thanks to Toyota’s absolute lack of restraint in preemptive marketing. I went from being enthralled — excitedly telling everyone that “the Supra is back, baby” after news broke of the automaker’s 2014 filing with the U.S. Patent and Trademark Office  — to experiencing a deep malaise anytime I read about the upcoming model. You know this because I’ve complained about it before.

There’s just been too much teasing. You can only show me your ankle for so long before I want to see the whole foot. Fortunately, Toyota threw me a bone this week and decided to post a video highlighting the Supra’s exhaust note in delicious stereo sound. 

The video, which consists of an out-of-focus coupe flinging itself around what we assume is a track, was preceded by a brief interview with Supra/Gazoo Racing chief engineer, Tetsuya Tada. Earlier this week, he told Automotive News Europe that “the straight six is the only engine with perfect balance and low vibration. We can realize smooth driving with exciting sound.”


Toyota does not currently build such an engine, so it had to reach out to BMW for help. Unfortunately, this led many to presume the Supra would be little more than a Z4 with some unique bodywork, as the pair were co-developed and share the same platform, chassis, 3.0-liter turbo, 8-speed transmission, and the majority of their mechanical components.

One thing is abundantly clear, however. The cars sound quite different.

While there’s not an overabundance of audio files showcasing the Z4’s exhaust note, what I have heard was tepid in comparison to the latest in a very long line of Supra teasers. The Toyota sounds meaner, snorting and popping as it skidded around for the duration of the video.

That’ll likely relieve some tension in those who worry the cars will be too similar. Toyota said it would make meaningful modifications to deliver a more hardcore vehicle than BMW. So far, we know those changes include tweaks to the suspension, engine, transmission, and exhaust — and, if the sound I’m hearing is indicative of the rest of those modifications, things are looking up.

It’s possible I’m even getting a little excited again. We’ll see if that feeling lasts when we take a gander at the 2019 Toyota Supra at next month’s North American International Auto Show.

[Image: Toyota]

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14 Comments on “Video: Toyota Touts ‘Sound of Supra’ in the Latest in a Never-ending Cavalcade of Teasers...”

  • avatar

    Toyota marketing does not appear to have learned anything from the 86 launch.

    • 0 avatar

      Toyota Marketing is just trying to make up for all the balls that Toyota Engineering has dropped the past 10 years.

    • 0 avatar

      You can say that again. I bought the BS line about the 86 and was on tenterhooks for over six months. Then I arrived for a test drive to find an economy car with a zizzy gutless motor, a crap interior, and despite the rhetoric, only about 50 lbs lighter than a Civic. At least the B58 BMW engine will move this new Supra smartly, but the boy racer crowd at Toyota is Excitement seem intent on installing a noisy muffler to complement maybe a couple of harder bushings plus a double-bubble roof on the Z4 chassis. Great.

      Magna will be churning both of them out next to the Jaguar I-Pace line at Graz, Austria. Any major differences noted by intemperate fanboys as being proof positive the Supra is better will be countered by BMW salemen insisting the Supras are factory-seconds.

    • 0 avatar

      It’s like they’re following the marketing strategy for the fifth-generation Camaro. Tease and tease and tease, and when the launch finally comes, everyone yawns.

  • avatar
    FWD Donuts

    In the 90’s Honda set the standard for product launches. Wouldn’t say a peep until new product was staged for delivery for showrooms. Press releases would come out, you’d see the coverage, then, if you were interested, you could go to the dealer and, you know, actually see what they were talking about. Print magazines would get advances under an NDA so coverage would be synched between the launch and their publications came out. As a result, you’d get a flood of coverage everywhere at the same time.

    These long, drawn out processes are ridiculous. Acura NSX. This thing. Too busy to rack my brain for others but you get the point. The only recent teaser campaign that actually worked was for the Dodge Demon — and that was because it was relatively short.

  • avatar

    Sorry I didn’t bring some cheese to go along with all the whining here so far.

    Sounds awesome. Really hope they’re going to make some with three pedals.

  • avatar
    old blue


    Why not trash the word “teaser” — seemingly always a pathetic attempt to gain attention for an upcoming product.

    I’m sure that the car will be great to drive. but the engine won’t compare to the rock solidity of the old one.

    All you have to do is to skip over anything listed as a “teaser”.

  • avatar

    I like the sound of that. Now can we soon get a sound of Corolla GTS?

  • avatar

    Wow, its so exciting. Amazing.

  • avatar

    It sounds fantastic. I am hoping this is real sound and not ‘augmented.’ Yeah, the intro has been bungled big time. Acura teased the NSX so long people went out and bought other cars instead. I’ve seen one NSX in the last couple years here and see McLarens and Ferraris every day in summer. Then there’s the price this will come in at. It will be a great car, I suspect Toyota will have to price it out of it’s own market though.

  • avatar

    It will be another homerun for Toyota.

    GM – what a disgrace!

  • avatar

    At this point, we’ve got a better chance of Nissan releasing a new Z car before Toyota even takes the damn camo off this BMW.

  • avatar

    That is a nice looking car

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