The words “swagger” and “minivan” aren’t heard often in the same sentence, but that’s the theme of a popular YouTube video that tries to take some of the dorkiness out of driving a minivan.
A big hit on the Web, Toyota Motor Corp.’s hip-hop ad for its new Sienna minivan features a couple with little kids rapping about their “Swagger Wagon.” In the same vein, Honda Motor Co. gave its new Odyssey minivan a more athletic stance, while Chrysler Group LLC is working on a special-edition Dodge Grand Caravan with flourishes designed to appeal to men.
But it’s not just men who are reluctant to be seen in minivans, which are associated with young parents carting around babies. Women also don’t want to be tagged as “soccer moms” every time they go out.
Minivans have been one of the hardest-hit segments in recent years, with sales now languishing at a third of their peak levels.
Forecasters expect the Sienna and other new and modified minivans coming out during the next year to boost demand but not to the historic highs of 1.4 million units recorded in 2000.
