The Toyota Alphard, a long-standing favorite among Indonesia’s affluent car buyers, is facing increasing competition in the premium MPV market. While the Alphard has long reigned supreme, a wave of new rivals is vying for a slice of the pie.
Known for its luxurious design and formal elegance, the Alphard has become synonymous with success and status in Indonesia. Its a common sight ferrying high-ranking officials and business magnates. However, the Alphard is no longer the only game in town.
Lexus, with its LM350, and hyundai, with its Staria, have entered the fray, but the Alphard’s dominance remains strong. Sales figures from the Association of Indonesian Automotive industries (gaikindo) for January to October 2024 show Toyota distributing 4,322 Alphard units, significantly outpacing its competitors.The Lexus LM350h came in second with 1,282 units, followed by the Vellfire with 408 units. The staria lagged behind with 89 units sold during the same period.
But the challenge to the Alphard’s supremacy is intensifying. Chinese automakers are making inroads into the Indonesian market, bringing with them a new breed of premium electric MPVs. Zeekr’s MPV 009 and Maxus’s Mifa 9 are directly targeting the segment dominated by the Alphard.
“It’s not over yet,” a source familiar with the market revealed. “Alphard will also have a new potential rival from BYD. BYD has confirmed that it will bring the premium MPV under the Denza banner, D9, in the first quarter of 2025 to indonesia. Like the Maxus and Zeekr,the Denza D9 which will be launched in Indonesia is also electric. In its home country, the electric version of the Denza D9 promises a range of up to 600 kilometers.”
The influx of these new electric MPVs is putting pressure on the Alphard, which has traditionally relied on its gasoline engine. Though, Toyota is not standing still. The company has introduced a hybrid version of the Alphard, offering a more environmentally friendly option.
The battle for supremacy in the premium MPV segment is heating up. Can the Alphard maintain its throne in the face of this electric onslaught? Only time will tell.
“It can be seen that when it was ‘attacked’ by two rivals from different brands, Alphard was still able to survive and became the main choice,” an industry analyst noted.
(dry/din)
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