21 years ago Toyota hit the brakes on selling its 2 door sports coupe notoriously known as the red line hitting Supraaaa! From the premature days of the humbled Japanese automobile being launched into the sports coupe market, competing next to European automotive giants like BMW, the Supra has developed its own cult amongst the automotive enthusiasts.
The Supra which caught the attention of many young adults and teenagers (including myself), through its features in the ‘Fast and Furious‘ movie franchise allowed Toyota to show the non-fictional power pushing limits of the vehicle, leaving many car fans to be stunned by its aesthetics and sheer flare of the vehicle when driven by Paul Walker (1973-2013) during the movie.
The reawakening of the prestigious sports blood-lined 335 horse-powered beast has now made dreams become reality for those automotive enthusiasts that have waited 2 very long decades to finally witness the true beauty and perfection of Toyota’s engineering, remastered into the streamline sleek body of the new 2020 Supra.
But how has Toyota marketed this car to be so successful and creating a mass following you ask?
As the Supra’s first allocation in Australia sold out in just 7 minutes through online reservations, you can assume how highly demanded this vehicle is. The first official announcement of this vehicle was at the 2019 Detroit Auto Show in January, so how has Toyota been able to sell all these vehicles in such a short time frame.
Heres how, Viral Marketing. With the use of technology and various platforms to share pictures and videos it is also much easier to spread ideas and information in quick succession. In saying so, as the Supra already had a huge fan base made up of all types of automotive enthusiasts, it was no surprise when they started to share around the pictures of the new Supra from the Detroit Auto Show. This didn’t just catch onto your regular automotive enthusiasts facebook feed like that one car maniac friend in your circle, but also to big named automotive Youtube channels who heavily influenced countless others on their pursuit of chasing down their very own Toyota Supra.
With the power of word of mouth of these well respected and honest car YouTubers like TJ Hunt and Tim Schmee, they create a social currency that come along with their reviews and positive thoughts on this extraordinary vehicle. By having these YouTuber’s talk such greatly and highly about the Supra was basically free advertising for Toyota. The product sells itself it other words. Anyway, as these YouTubers passionately discuss the pros and pros (there are no cons) of the Supra they create a social currency for the viewers like myself. Viewers who desire to have their very own Supra. As such, these YouTubers only fuel the need to own a Supra over any other sports coupe in the market to their audience.
The legacy of the Supra lives on to burn more rubber on the track and to turn corners faster than ever. With the older generation Supra’s 2JZ engine’s DNA in the all new 2020 Supra, this vehicle is set to make new record lap times whilst providing downright performance and enjoyment on your daily drives.
What was your dream car growing up? Let me know down below in the comments!
For more questions or enquiries about the Supra or Cars in general please feel free to contact me or leave a comment down below!
Keeping up to Speed. 
Love the new car.
Looks so damn nice
😃😃😃
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It does look nice doesnt it!
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Hey Dorian, I enjoyed the reading about the 2020 Supra and how it going viral contributed to it selling out within 7 minutes. For me, I’ve been a big fan of the Fast and Furious film series since I was young and always loved the Nissan Skyline that Paul Walker drove in the second movie. Your notion that going viral involves tastemakers (YouTubers in this case) creating social currency through their opinions is certainly interesting. Do you believe that in today’s society all that’s need is tastemaker’s endorsement and a large following base? Or do you think there’s more to it?
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Raph your questions are very good and interesting. I believe in today’s society endorsers play a huge role when selling something like a vehicle. As someone who is in love with cars, a major influence for me are these endorsers doing reviews as they are able to provide me with pros and cons of the vehicle. However, there is definitely more to marketing than just endorsers when it comes to cars. You need to experience it yourself, hence why all dealerships these days allow you to test drive your desired vehicle!
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Not going to lie, as a person who is clueless about cars I would say my dream car growing up was an ice cream truck, purely for the endless ice cream. Okay, seriously speaking, I can definitely see how so much hype was generated around the Supra based on all those different elements – popularised through the film, spreading online thanks to the Auto Show, and supported further by trusted, known figures on YouTube. Selling out in 7 minutes is crazy, I’ve experienced that when trying to buy tickets for events, rare merchandise, tickets to meet celebrities too, but I would never have imagined it for something like a car! It just goes to show how popular and desired the Supra became thanks to all these factors.
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The ice cream truck does sound like a good investment unpixellate, if you ever buy one feel free to hook me up with some free icecream. On a serious note though, even I was surprised when reading about the Supra selling out in 7 minutes, that is very quick i agree for a car to be sold out!
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Wow can’t believe the Supra sold out in 7 minutes!! That’s crazy!! But I guess it does illustrate how sponsorship and features can make a huge impact for a brand. Do you think other brands could possibly top this record? And if so, how?
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