Video: Toyota Touts 'Sound of Supra' in the Latest in a Never-ending Cavalcade of Teasers

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.

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Toyota Drove the New Supra Around Goodwood, Did We Learn Anything?

While the returning Toyota Supra should be big news, the endless parade of teasers without any real information has left everyone feeling burned out. We previously announced that the vehicle would debut at the Goodwood Festival of Speed this week. But Toyota later clarified that the car we would see wouldn’t be the production version and remain camouflaged, resulting in rage-induced nose bleeds at automotive-media outlets across the globe.

Our expectations couldn’t be lower but we still had to check and see if any new information could be gleaned from the event. We definitely got a better look at it but technical specifications remained elusive. We did learn a thing or two, though.

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Toyota's Supra Strip Tease Is Starting to Get Really Frustrating

It’s understandable that an automaker would want to prolong the unveiling of a hotly anticipated model. After all, building suspense is essential when marketing a vehicle that’s exciting but lacks broad appeal. This is why Dodge was so fastidious in its debut of the Hellcat and Demon, parsing out just enough information to keep us fed without ever letting us get full.

By contrast, Toyota’s preliminary marketing of the Supra started with as few details as possible and has continued starving us of all meaningful information. That’s partly because the vehicle is a sister car to the new BMW Z4 — and sharing details of one model means giving away the goods on the other. Despite this, Magna Steyr (tasked with manufacturing both vehicles) isn’t building two identical models with different badges. The Supra’s chief engineer, Tetsuya Tada, describes the Supra as a pure sports car where practicality and comfort are almost not considered.

That sounds very exciting, so it was a relief when we learned the car will finally see daylight at the Goodwood Festival of Speed later this week. Unfortunately, Toyota clarified on Monday that the vehicle we’ll see wouldn’t be a production vehicle and will remain wrapped in red camouflage.

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Toyota's Supra Joins NASCAR; Reveal Date Announced for Production Model

Toyota made it clear it wants the returning Supra to have presence in motorsport when it unveiled the GR Racing Concept in March of this year. However, based on its looks, we assumed the model was destined for the grand touring circuits.

While that still may be the case, Toyota recently announced that the Supra will make its way to NASCAR in 2019. If you’re worried about the Camry, don’t be. The sedan will continue running in the Monster Energy NASCAR Cup Series while the Supra handles the Xfinity Series.

Even though the NASCAR Supra is representative of the production model, the two won’t share many parts. All stock cars are required to run naturally aspirated, pushrod V8 engines — which the production model certainly won’t have. But it shows Toyota is serious about the returning Supra making a splash in the U.S.

The automaker no doubt hopes the vintage maxim “win on Sunday, sell on Monday” still rings true.

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  • Syke Thanks, somehow I missed that.
  • 285exp I am quite sure that it is a complete coincidence that they have announced a $7k price increase the same week that the current administration has passed legislation extending the $7k tax credit that was set to expire. Yep, not at all related.
  • Syke Is it possible to switch the pure EV drive on and off? Given the wonderful throttle response of an EV, I could see the desirability of this for a serious off-roader. Run straight ICE to get to your off-roading site, switch over the EV drive during the off-road section, then back to ICE for the road trip back home.
  • ToolGuy Historical Perspective Moment:• First-gen Bronco debuted in MY1966• OJ Simpson Bronco chase was in 1994• 1966 to 1994 = 28 years• 1994 to now = 28 yearsFeel old yet?
  • Ronnie Schreiber From where is all that electricity needed to power an EV transportation system going to come? Ironically, the only EV evangelist that I know of who even mentions the fragile nature of our electrical grid is Elon Musk. None of the politicians pushing EVs go anywhere near it, well, unless they are advocating for unreliable renewables like wind and solar.