Huge car brand discontinues beloved soft-top sports model after 24 YEARS over ‘underwhelming’ sales

A HUGE car brand has discontinued a beloved soft-top sports model after 24 years due to under performing sales.

The car features a recognisable roadster design with modern .

BMW is discontinuing its Z4 Roadster in March 2026.

This comes with the axing of the Supra models.

Automotive News said: “Production of the and models, which share a platform, will end in 2026.”;

The joint end to production comes as GR Supra is basically a fixed-roof version of the Z4.

Both of which share a platform as well as a BMW-sourced engine and transmission.

Automotive continued: “U.S. sales have declined precipitously since peaking at 6830 vehicles in 2021.

“Last year, Toyota sold 2652 Supras in the U.S., down 46 percent.

“Through April, deliveries are off an additional 29 percent to 817 vehicles.

“Since going on sale in 2019, the Supra has recorded a grand total of 24,022 deliveries in the U.S. — the equivalent of a strong month’s worth of Corolla volume.”;

Toyota has pledged to keep the Supra alive, suggesting a next generation model could be in the works, motor1 reports.

However, it’s unlikely that the successor will be mechanically related to the Z4, which hasn't issued a direct replacement.

About the BMW Roadster Z4

The BMW Z4 featured a kidney grille, inspired by classic race .

It also came with a unique mesh design that gave three-dimensional depth.

A sleek “clam shell” like bonnet also emphasised its power lying beneath.

Distinctive Air Breathers rest behind the front wheel arches to reduce turbulence for open road trips.

While rear lights extending far into the sides of the vehicle offered a sophisticated look.

On the inside, the M Sport flaunted integrated headrests and deep seating.

The front seat could also be adjusted to the drivers personal measurements.

Ambient lighting created a “relaxed, cosy lighting atmosphere in the interior”, BMW said.

Drivers could also choose from 11 predefined light designs in six different colours.

Lastly, a Harman Kardon Surround Sound System featuring a 408-watt digital amplifier with seven channels and 12 speakers added to the top features of this soon-to-be axed car.