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On June 21, the new generation of Elfa officially came on the market. Two new models were launched, with a price range of 899,000 - 909,000 yuan. As a brand-new replacement model, the brand-new Elfa is built on TNGA-K platform, upgraded in terms of appearance, interior and configuration, and is still imported and sold through the official channels of GAC Toyota.

In terms of appearance, the new generation of Elfa adopts a brand-new design language, which has been adjusted to a certain extent compared with the third generation model. It adopts a larger front air intake grille with a larger size, and the interior adopts dot chrome decoration. Compared with the third generation model, the visual impact has been improved to some extent. In addition, the new generation of Elfa no longer uses exclusive logo, the shape of the headlight groups on both sides is more narrow and fully integrated into the air intake grille, making the integrity of the front face stronger, the fog lights on both sides adopt chrome trim strips and black trim plates, so that the front face has a pair of "fangs", further enhancing the aggressiveness.

On the side of the body, the shape of the new Elfa does not change much, the lines under the window are dynamic and personalized, and the Z-fold line under the B-pillar looks young and dynamic. At the same time, the new car also features two-color multi-spoke rims and rear privacy glass and introduces electric side pedals for the first time, making it easy for the elderly/children to get on and off. At the rear of the car, the new Elfa redesigned the taillights, eliminated the silver trim panel used between the taillights on both sides of the third generation model, connected by black highlight trim panels between the taillights on both sides, and added the "ALPHARD" letter logo on the underside of the Toyota logo in the middle to highlight identity. In terms of size, the length, width and height of the new car are 4995/1850/1935mm respectively, and the wheelbase is 3000 mm.

Entering the car, the interior layout of the new Elfa has also been adjusted. The new car adopts Toyota Space smart cockpit. Its center console presents an embracing style as a whole, equipped with a brand-new suspension center control screen and multi-function steering wheel. The shift mechanism below is also changed to a compact electronic shift lever, presenting Japanese luxury style through a large number of wood grains, piano paint and chrome decoration. In terms of technology configuration, it also keeps pace with the times. The center is equipped with 14-inch screen built-in Toyota Connect intelligent interconnection, which can realize CarPlay and CarLife mobile phone interconnection, natural voice control and OTA functions, but compared with the car system built by Chinese brands, there should be certain function and experience gap. In addition, some physical buttons and knobs are still retained in the new Elfa to facilitate the driver's operation during driving.

The second row of independent seats in the new Elfa will also be newly designed. Touch screens will also be equipped at the armrests for easy operation, including electric adjustment, leg rest, heating, ventilation and massage. In addition, the new car will be equipped with rear entertainment screens and JBL sound system to enhance the audio-visual experience. The new Elfa also introduces the Executive Lounge concept for the first time, with the canopy divided into left and right sides that can be opened and closed independently, and the pull-down electric side sunshades are also used for the first time.

It is worth mentioning that the new generation of Crown Weifa was also listed on the same day, and its official guidance price was 899 - 909,000 yuan. As a sister model of the new generation of Elfa, Crown Weifa is also built on TNGA-K platform, adopting differentiated front face design and equipped with crown exclusive logo, but the configuration and power are consistent, which is introduced into domestic market by FAW Toyota for sale.

In terms of appearance, the front face design of the new generation Crown Welfa is very different from that of the new Elfa. Its large mouth grille covers almost the whole front face, and the interior adopts chrome-decorated banner design. The fog light area on both sides and the front surround are also decorated with more chrome elements. The fog light area is shaped like fangs. With the chrome decoration around it, the whole front looks very domineering.

In terms of power, the brand-new Elfa and the brand-new Crown Weifa are equipped with 2.5L oil-electric hybrid system, with a comprehensive maximum power of 250 horsepower and a transmission matching E-CVT continuously variable transmission. It is understood that the future brand-new Elfa or will provide plug-in hybrid version, but whether to introduce China is temporarily unknown.

Wilfa and Elfa are sister models, both built on the same platform. Alphard is Toyota's luxury MPV launched in 2002, mainly for Japan and Southeast Asia, when it competed with Nissan Elgrand. In order to catch up with or even suppress its rivals in sales, Alphard has been taking the luxury route since its birth.

The first generation of Alphard adopts the development platform of the second generation of Previa, providing two drive forms of front drive and four-wheel drive, and three power options of 2.4L inline four-cylinder, 3.5L V6 and 2.4L hybrid. The second-generation Alphard was launched in 2008 with a more modern exterior and interior design. In 2010, GAC Toyota introduced Alphard to China for sale and named it "Elfa" in Chinese. In 2015, the third generation Alphard and Vellfire were launched, with a more exaggerated overall design and more appearance styles for consumers to choose from. In 2019, FAW Toyota introduced Vellfire into the domestic market and named it "Weifa". In 2021, Wilfa was incorporated into the Crown brand, adopting the Crown exclusive logo and changing its name to "Crown Wilfa", becoming one of the Crown brand members.

From the price point of view, Elfa and Wilfa opponents are not many, these two models are imported channel sales, the same price MPV is not many. From the perspective of product positioning, Elfa and Wilfa have many competitors, such as Polar Krypton 009, Buick Century, Lantu Dreamer, Tengshi D9, etc. These luxury MPVs have the same aura and configuration, and the price is cheaper. Of course, Elfa and Wilfa are stable in luxury MPV settings, even if more and more rivals launch luxury MPVs, but this may not have much impact on sales.

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