Jun. 21, 2023
Tokyo, Japan, June 21, 2023―Toyota Motor Corporation (TMC) held a new car presentation of the All-New Alphard and Vellfire. The video of the presentation is available below.
Presentation of the All-New Alphard and Vellfire
Live stream details
Date / Time
Wednesday, June 21, 1:30 p.m. – 1:45 p.m. JST
Language
English (Japanese interpretation provided)
Toyota attendee
Simon Humphries, Field General Manager, Design Field, Vehicle Development Center, Chief Branding Officer
Event detail
Presentation
Presentation by Simon Humphries
Good afternoon everybody.
Thank you very much for taking the time to be here today for the world premiere of the new Alphard and Vellfire.
When we think of the Alphard and Vellfire, a well-established image comes to mind.
The face, the grille, the presence, the total luxury of the passenger space…
But its important to remember that it wasn’t always that way…
The Alphard had rather more humble beginnings.
During the 90’s, the minivan segment was born from earlier commercial models.
The Alphard was created from these beginnings to be a new type of family car, where the space of the interior became the ultimate value…
It opened new opportunities for passengers, whether that be through a variety of seat arrangements, or in-car entertainment… or simply having another space for you define on your own terms…
And importantly, the driver was not left out.
The high seating position, performance and of course the character and confidence of the front end, all became a symbols of pride… and with the advent of the Vellfire, a new alter ego was born.
The Vellfire was more aggressive, dynamic, and had real attitude. it attracted a younger customer.
In fact, 30% of all customers are in their 30’s or younger…
With the rivalry between the two, people fell in love with the aura of the Alphard and Vellfire, and over time, the cars have grown, together with the customer.
But what was planned is really only half of the story.
The Alphard became part of a bigger movement…
Simply, it challenged, and changed, the social etiquette of the chauffeur vehicle world.
A world where, until the Alphard came along, there was only the sedan.
So how did this happen?
Well, there are probably many people who played a part in this, but 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, its usually as a car-guy, or the “master driver”… but today it may be more appropriate to call him as the “master-passenger”…!
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.
It suited his work style…
The space was there to work in comfort, talk with colleagues and acquaintances, relax between meetings, even change clothes if necessary…
All these factors made the Alphard the perfect choice…
But in reality, acceptance of this choice was a very different story…
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!
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.
Now, the Alphard and Vellfire are used by everybody from Sumo rikishi to politicians, film stars to business people…
Over the three generations, Akio, as a master passenger, honed his requests to help tune each generation to an ever higher level…
It truly has become the new standard in the chauffeur driven world.
This unique approach to the value of space, and how much hospitality can be built into it, is in many ways, something very Japanese.
The Alphard and Vellfire build on the Japanese philosophy of “omotenashi”, where attention to even the smallest detail is critical to anticipating the customers needs.
But for many years it has remained primarily in Japan, and to be honest, as it’s looked at from overseas with some bemusement… we wondered if it would become the automotive equivalent of the “garakei”…
Thankfully, the customer has again taken the car to the next level.
The values and belief that made this car special in Japan have increasingly started to resonate with people around the world, with high demand even where the vehicle is not being sold.
So, with the new Alphard and Vellfire, it will be offered in twice has many countries, where we truly hope and believe, many new customers can enjoy and participate in the growth of this very unique product.
Everybody, the all new Alphard and Vellfire…
“Born in Japan”
Thank you…so what do you think?
Are you an Alphard or Vellfire type?
I’d like to tell you 5 things that I think make this new edition so special.
Number one. They now, both know who they are…
The Alphard and Vellfire have both enjoyed an incredible rivalry over the years.
But with the Alphard becoming increasingly confident, the difference between it and the Vellfire has narrowed to such an extent, that we did in fact consider discontinuing the Vellfire this time.
But there was an outpouring of support for the car when this was discussed internally.
People in the development team, management, dealers and even some VIP advisors expressed disbelief that this could even be considered…
How could we throw away an icon?
If both are bespoke cars, then…
The Alphard, with its power and confidence, is without doubt the epitome of bespoke formal…
But the Vellfire has a dark, aggressive character that can only be described as bespoke dynamism.
The two vehicles can continue their rivalry, but be happy in the knowledge that each has a clear character and position.
Number two. It’s a “One-box, but not a box”…
Finally, it has the muscles to match its mass.
No more flat, 2 dimensional surfaces.
Engineering breakthoughs have given the designers free rein to create surface volumes that enhance the stance, the dynamism and the emotion of the car.
Number three. One touch changes the world
In our quest for the ultimate hospitality, Even the movement of the door has been choreographed to reduce stress as you enter another world. A world where you are center stage, Where the seat position, lighting and climate control are seamlessly coordinated together.
With the touch of a single button you can access preset environments to suit your mood.
Number four. Ultimate cockpit
As I said earlier, the driver is not forgotten.
Both vehicles will be fitted with 14inch centre displays, 12.3 inch meters and headup displays.
But this technology, embedded into the crafted, soft interior, makes it all the more impressive.
Finally, number five. It’s engineered for people and the earth…
The new Alphard is designed for the ultimate user experience, but its not just about the surface attributes.
Ride quality, noise and vibration are one third of the current vehicle.
A figure comparable to a luxury sedan.
And the new edition will also have a plug-in hybrid model, playing a part in the road toward carbon neutrality.
I hope this gives you a feeling for the values that the Alphard and Vellfire are offering… but also how they relate to the future.
Because in many ways, these values represent the heart of everything we are trying to achieve as a brand…
The future customer will increasingly demand choices to match their lifestyle values, the integration of services and information into their mobility life amongst many other things…
Essentially, we are striving to create “Freedom in motion”…
The 2 cars today, offer the freedom to choose your character…
The freedom to use it in your own way…
The freedom to escape to another world…
And in the case of the chauffeur world, the freedom to do things differently, on your own terms…
The new Alphard and Vellfire are the next steps in this challenge… but it will certainly not finish with them…
The recently announced Crown sedan offers the freedom to choose a carbon neutral chauffeur car experience… with the Fuel Cell version.
The sleek, elegant, strength of the vehicle, contrasts and compliments the power and space of the Alphard Vellfire, giving customers more freedom to choose the chauffeur experience they value.
And again, it will not finish here…
The Century is the ultimate chauffeur experience, but it too will have to evolve as we move to the future.
Later in the year, I hope to have the chance to share the outcome of that story with a new edition to Toyota’s chauffeur series…
It will certainly be an impressive step in our mission
To change the future of cars…
Kuruma no mirai kaete iko
Everybody, thank you very much for your attention.
Toyota Motor Corporation works to develop and manufacture innovative, safe and high-quality products and services that create happiness by providing mobility for all. We believe that true achievement comes from supporting our customers, partners, employees, and the communities in which we operate. Since our founding over 80 years ago in 1937, we have applied our Guiding Principles in pursuit of a safer, greener and more inclusive society. Today, as we transform into a mobility company developing connected, automated, shared and electrified technologies, we also remain true to our Guiding Principles and many of the United Nations’ Sustainable Development Goals to help realize an ever-better world, where everyone is free to move.
- SDGs Initiatives
- https://global.toyota/en/sustainability/sdgs/