The Quirky Toyota Concept That Became America’s Hot-Selling Minivan

The Swagger Wagon

Who can remember the Swagger Wagon commercial for the third-generation Toyota Sienna? It was first shown in May 2010, and it could be said that it’s one of the earliest viral commercials out there. Remember, YouTube was just five years old when that commercial was first uploaded to the site.

Gen-Xers would certainly recall it. After all, most were at that age where something more sensible and practical was needed — especially parents. The Sienna was already a hot seller by then, so we couldn’t say for sure if the ad further boosted sales. It did somewhat help lift the minivan’s image, though.

The Concept That Inspired It

But before the third-gen Sienna was revealed at the 2009 Los Angeles Auto Show, there was a preview of it of sorts way back in 2006. It was called the F3R Concept, and that one was displayed during that year’s North American International Auto Show.

Need more proof that the two are related? Here’s an excerpt from the Toyota Motor North America general manager, Bob Carter. “The third-generation Sienna was influenced by the Calty-designed F3R concept vehicle we showed in 2006.  Aimed at young buyers, it represented a new direction in expressive design with a living room-like interior.”

We can certainly see some elements of the concept in the eventual production version. Most prominent is that grille and headlight arrangement, albeit toned down for the showroom model. We can also see how the tail lights evolved from concept to production, the latter adapting a larger wraparound look. As for the shape, the road-going version has far smoother corners than the F3R.

Other Highlights

As mentioned, the F3R came from Calty, Toyota’s American design studios. That shouldn’t be much of a surprise given that the Sienna is primarily a North American model. Toyota doesn’t sell this model in Japan and the company already has a whole other range of minivans in its home market.

Inside, the driver’s seat reclines and swivels, while the front passenger seat can also double as a bench for conference-style seating when stationary. Rear entertainment was provided by track-mounted flat-panel video screens. The L-shaped rear seat gives near-infinite levels of legroom, but we’re pretty sure regulators would’ve frowned upon that had it reached production.

It’s also interesting to point out that there were already plans to give the Sienna a hybrid powertrain at that time. The F3R Concept was envisioned to be electrified, but the road version ultimately stuck with a 3.5-liter V6, although a four-cylinder was (very) briefly offered. That plan eventually came to fruition in the current generation, which was revealed in 2020.

The Sienna Today

There aren’t a lot of choices for minivans today, but it’s still a hotly contested segment in the market. At the moment, it’s the Chrysler Pacifica in the lead, but the Sienna is just lurking in the background, ready to reclaim the lead. The Toyota posted a 50% growth in sales volume as of the third quarter of 2025, so the minivan sales race will surely go down to the wire.

But whether it finishes in first or second, the Sienna will always be one of the no-brainer choices in the minivan class.

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