Nissan Z overtakes Toyota Supra in the battle for sports car sales in the US (2 photos)

Sales dynamics

While the situation looked more balanced at the beginning of January, by October 2025 the gap between the two models had become striking. According to data for the first nine months of the year, Nissan managed to sell 4,822 Z cars, which is 121.7% more than in the same period last year. At the same time, Toyota registered only 2,009 Supra sales, which means a drop of 13.7%.

A total of 3,164 Zs were delivered to the U.S. in 2024, compared to 2,615 Supras.

Price Factor

One of the key reasons for the Nissan Z’s success is its more affordable pricing. The base Z Sport starts at $42,970, while the Performance model with Rays forged wheels, limited slip differential, Akebono power brakes, Bose audio, and leather interior costs $52,970. By comparison, the base Supra 3.0 is priced at $57,500, while the Premium trim is priced at $60,650.

Manufacturer Strategy

Toyota’s decision to discontinue the 255-hp, 2.0-liter four-cylinder Supra before the 2025 model year, has likely had an impact on sales. That model already looked less appealing compared to the base Z, which offered 400 horsepower at a lower price.

The flagship Nissan Z Nismo 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 that offer a choice of transmissions, the Nismo is only available with an automatic transmission.



Competitive landscape

While Ford’s 32,800 Mustangs sold show that both Japanese models are well behind the segment leader, Nissan’s results are still impressive. The company has already surpassed last year’s figures, with three months left in the year.

Toyota also has three months to improve its sales, but the outlook for the Supra is not looking too bright. The model is reportedly set to be discontinued in early 2026, although the company is already planning a successor.

Interestingly, the success of the Nissan Z could be a sign of a shift in priorities among sports car buyers, who are increasingly looking for value for money. While the Supra has a strong heritage and reputation, today’s market conditions require a more flexible approach to pricing and marketing strategies. Both models remain important players in the sports car market, but their fortunes are developing in different directions.