Launch Edition 2020 Supra bid to totally reasonable price, fails to sell.

2020 Toyota GR Supra Launch Edition

After several iterations of concept cars and much teasing, the fifth-generation Toyota Supra arrived and was met with joy and adulation from the Toyota faithful. The turbocharged, straight-six-powered sports car has been a hot topic among automotive enthusiasts, with fans reveling in the return of the storied moniker. The first to go up for sale as part of a Barrett-Jackson charity auction drew in $2.1 million.

None of that controversy put a damper on the buzz surrounding the cars hitting showrooms, and despite a starting MSRP of $50,000, many dealers are asking $85,000–$105,000 for the highly anticipated sports coupe. A Launch Edition 2020 Supra that just ended its auction on Bring a Trailer might temper those dealer expectations.

With a final bid of $56,700—just a hair more than the MSRP of a Launch Edition—the car didn't reach its reserve, but perhaps this auction will help put the value of these cars back into much-needed perspective.

2020 Toyota GR Supra Launch Edition
BaT / nexusautobrokers

This 2020 Supra sale isn’t the type of thing Bring a Trailer is usually known for; the site offers up well-preserved classics and oddballs, and lately it has been the spot to shop for low-mileage cars from the ’80s and ’90s that would not be out of place in a museum. Several Bring a Trailer commenters voiced concerns that this Supra sale might signal a trend of new, high-demand cars flipped for a quick buck, as some late-model have made a splash, like the $84K LS3-swapped Flyin’ Miata.

Critics of the 2020 Supra complain it shares too much with the BMW Z4 on which it’s based. They gripe it’s not available with a manual transmission, that its meager power output is no longer impressive in a world where a base Mustang has 310 horsepower. And, OK fine, it sort of looks like a toucan.

For those of you up in arms about a dealer trying to cash in on a popular new model, try to be a little more understanding. Perhaps dealership brass need some liquidity so they can put a deposit down on a 2020 Corvette. Come at me, Supra fans.