The high profits for their pick up trucks can be attributed to added options not the number of vehicles sold. The SUV sector I would agree is volume based due to the shared platform and other cost saving measures GM has in place.Shady, you correct about the $1B being an average cost of development. It's the best number I had available and I have no reason to believe it would be less for an all new car with a new engine. The average return on sales number I quote is an actual Toyota number not industry average. The high profit margin on pickups is a factor of their huge sales numbers (over a million annually for the Ford F-150) and resulting reduction in manufacturing cost. Only Toyota's marketing and executive team can say why they decided to team with BMW versus building their own Supra but you can be assured if they thought they could make more profit building it themselves, that's the way it would've happened. Toyota is the 16th most valuable brand ($43.7B) in the world versus GM at 116th (<$12B) for a reason. They have a pretty good track record of making good decisions that ensure profitability. Since I am not in the market for a new Supra ( I'm keeping my 1994 and I have an R8 Spyder), I don't really have a dog in this fight but that doesn't mean I have no interest in the car from a spectator point of view.
The Silverado starts in the $35k range but can swell to well over $70k when the customer finalizes their options. Some manufacturers are wanting to introduce a six figure pick up truck because the return is so lucrative.
Porsche has been doing this for years reportedly having an industry leading $17k+ profit per vehicle. The C8 will follow suit, while the $59,995 price point will generate profit alone, the added options can ballon the car well into the $80-90k range, hence increasing their profit per vehicle. I have priced mine to be in the $75k range. The options I added are not "at cost" for Chevy. It doesn't cost $395 for them to install red seat belts in place of the black ones lol. But thats the price and will increase their per vehicle profit.
The Zupra on the other hand doesn't have any options and limited customization to generate higher profit which to me shows that their business proposal to Toyota leadership was subpar.