Toyota’s Luxurious Alphard Outshines Vellfire with Model Change, Surging Sales by 50%
On June 21, 2023, Toyota introduced a full model change for its luxury minivans, the Alphard and Vellfire. These vehicles, which share the same platform, have undergone significant updates to cater to different user preferences and increase overall sales.
In the past, sales of the Vellfire surpassed those of the Alphard after its release in 2015. However, subsequent improvements led to a reversal in sales figures. One key factor contributing to the sales disparity between the two models is their appearance, including the front mask design.
Toyota made a significant change to its domestic sales system in May 2020, enabling all stores to sell all vehicles. Prior to this, the Alphard was exclusively sold at Toyopet stores, while the Vellfire was available only at Netz stores. The change in sales system allowed both Alphard and Vellfire to be purchased at Toyota and Corolla stores, leading to a boost in Alphard sales.
This restructuring of the sales model was driven by Toyota’s desire to reduce costs by handling fewer car models in Japan, including sister models. Despite this goal, Toyota decided to retain the Vellfire due to its previous success and substantial owner base. To facilitate selling both vehicles at the same store, the new Alphard was positioned as a high-end, large-sized minivan, while the new Vellfire embraced a sportier driving experience.
The updated Alphard features a front grill with plated accents, exuding a luxurious appearance. It comes equipped with a 2.5-liter hybrid engine and offers an optional 19-inch tire package for the “Executive Lounge” grade. However, the Alphard does not have stiffer shock absorbers or a front performance brace like the Vellfire, making the latter a better choice for those seeking a balance between driving and ride comfort.
The new Vellfire showcases a distinctive black-toned front mask, conveying a bold and fearless impression. It is powered by a 2.5-liter hybrid engine as standard, while a 2.4-liter turbo engine with enhanced performance is available exclusively for this sports-oriented model. The Vellfire comes with standard 19-inch tires, high damping force shock absorbers, and a front performance brace to ensure precise vehicle movement and enhance sporty driving dynamics.
Toyota recognizes the diverse demands of customers and acknowledges the desire for customization options. To address this, the new Alphard offers a variety of optional features, including larger 19-inch tires. However, Toyota recommends considering the new Vellfire if customers prioritize both appearance and performance.
By maintaining the Alphard and Vellfire as separate models, Toyota allows users to select between a luxury-oriented minivan and a sportier driving experience. This decision provides more design and driving flexibility, including the ability to freely choose the vehicle’s face, which can bring additional satisfaction to the customers.
In conclusion, Toyota’s full model change for the Alphard and Vellfire aims to meet the specific preferences of different user groups. The new Alphard emphasizes luxury and comfort, while the new Vellfire caters to those seeking a more dynamic and sporty driving experience. With these updates, Toyota aims to increase the overall number of registered vehicles and provide customers with a broader range of choices.