Toyota's new model, the "Esquire," and The relationship between these two...

Toyota Motor Corporation launched the "ESQUIRE," a new premium compact cab wagon offering luxury and quality, on October 29. The vehicle was unveiled to the press at a press conference held at TFT Hall in Koto Ward, Tokyo. With its spacious interior and premium feel, it adds a new choice to the 5-number class minivan market. Alongside gasoline and hybrid models, the lineup includes a "Well Cab" specification designed for wheelchair accessibility.

 

Hideki Mizushita, Chief Engineer of the company's Product Planning Division, stated, "As Japan moves toward renewed growth, the tendency to aim for the next level is also reflected in car selection. This is a car for men who strive, thinking 'Japan and I start from here,' supporting the time they spend with their loved ones." He also revealed an advertising campaign featuring the superhero Batman, chosen as an equally inspiring figure for these men. The name "Esquire" originates from the medieval European term for a squire, an apprentice knight, reflecting the vehicle's concept of aspiring to higher goals.

 

Musician and actor Koji Yoshikawa, who celebrates his 30th anniversary this year and represents the man who evolves daily, took the stage. Mr. Yoshikawa spoke about how his values and way of life have changed with age, expressing his desire to be a "flexible warrior" like Batman—human and imperfect rather than flawless. He stated his fondness for the Esquire's flexible front design and masculine form, urging men of his generation to "Let's do it again in the prime of our lives!" and to keep fighting.

Key Visual

 

Starting October 30th, the new TV commercial "Why?" will air, followed by the "From Here" version starting November 8th. Both feature Batman, announcing the car's arrival while inspiring men.

Furthermore, to broadcast the key message "Japan too, I too, from here on" nationwide, 58 variations of the TV commercial featuring local scenery and place names will air across different regions. Localized copy will also be used in print advertisements.

Example of a local version CM

 

To commemorate the launch of the Esquire and Batman's 75th anniversary, the company has created a special car featuring Batman's commemorative logo on the body and special customization. It will be displayed for a limited time at the entrance space of Marui City Shibuya in Tokyo (October 31st to November 3rd).

 

Esquire Official Website: http://toyota.jp/esquire/