It wasn't always a luxury van, Akio Toyoda was once told to 'move along' in his Toyota Alphard, and this is the story of how Asia's most loved car came to being
Arvind · Jun 22, 2023 08:00 PM
0
0
Premiering simultaneously, the all-new 2023 Toyota Alphard and Vellfire now raise the bar for luxury MPVs even higher, delivering greater standards of luxury refinement and improved powertrains.
Although these two large MPVs are today's definition of chauffeur-driven luxury, they came from more humble beginnings. Such that one Akio Toyoda, then a Director at Toyota was told to "get out of the way" once; after he arrived for an important meeting in an Alphard, instead of a Toyota Century, the preferred ride for Japanese bosses.
Speaking at the world premiere, Toyota board member and Chief Branding Officer Simon Humphries said, "Today I'd like to tell you a story about one person who also played a big part in creating this change... Akio Toyoda,"
"When we talk about Akio san, it's usually as a car-guy, or the "master driver"... but today it may be more appropriate to call him the "master-passenger,"
He added, "Back in 2004, then a director of Toyota, he decided that instead of using a sedan as his chauffeur car, he would use the Alphard,"
The Alphard suited Akio Toyoda's work style and offered the space and comfort to work, talk with colleagues and acquaintances, relax between meetings, and even change clothes if necessary.
First-generation (ANH10) Toyota Alphard shown
However, at that time there was still an issue with perception, the public still viewed it as just another minivan.
Recounting an actual event Humphries said, "In fact, on arriving to a meeting with another company in a white Alphard, he was told to "move along", "get out of the way", as there was a VIP due to arrive immediately, probably in a Century!
The Toyota Century has a long heritage of status and luxury stretching back to 1964
Note that when the Toyota Alphard was first introduced in 2002, the Toyota Century was then (as it is today), the established symbol of power and prestige for politicians and corporate titans alike.
Additionally, given the first-generation Alphard was essentially a Toyota Estima with a larger, more space-efficient boxy body, the public's perception was understandable. However, Akio Toyoda was one of the first to realize that the Alphard was more suitable as a corporate car than the Century, going against a tradition that stretched back to the mid-60s.
Humphries adds, "We all know who that was supposed to be, and the guard's surprise when Akio stepped out of the Alphard! This, of course, is now all history."
In the three generations that have followed, Akio Toyoda has had a profound effect on incrementally improving the Alphard/Vellfire through his experience as a 'master passenger'.
The Alphard and Vellfire build on the Japanese philosophy of "Omotenashi", where attention to even the smallest detail is critical to anticipating the customer's needs.
This distinctive approach to luxury, coupled with the constant improvements in technology to the Alphard/Vellfire over the years have started to resonate with buyers around the world. Even where the vehicle is not officially sold.
Thus, given its popularity, the Alphard and Vellfire - for the first time - will be offered in twice as many countries, where Toyota hopes many new customers will enjoy this uniquely Japanese product.
An upcoming luxury van from Mercedes-Benz has its sights on the Toyota Alphard
In fact, Mercedes-Benz, which has always insisted the S-Class is the pinnacle of luxury, has been forced to react to the success of the Alphard.
Especially when Asia is its most important sales region. Earlier this year, Mercedes-Benz Vans announced the development of an "unparalleled luxury positioning" van aimed at China and the USA.
In Malaysia, sales of the outgoing Toyota Alphard/Vellfire were discontinued in January 2023.
UMW Toyota began offering local specifications version of the Toyota Alphard in 2014 with the AH20-generation model. Subsequently, in 2016, UMWT launched the then-new AH30-generation Alphard and Vellfire duo.
Arvind can't remember a time when he didn't wheel around a HotWheels car. This love evolved into an interest in Tamiya and RC cars and finally the real deal 1:1 scale stuff. Passion finally lead to formal training in Mechanical Engineering. Instead of the bigger picture, he obsesses with the final drive ratio and spring rates of cars and spends the weekends wondering why a Perodua Myvi is so fast.
