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Comprehensive Review of the 2023 Toyota Altis: Refreshed and Upgraded, But Lacking in Brand Positioning!

The Toyota Altis 2023 has broken free from its old image of being traditional and dull. The makeover extends from its youthful design to its modern interior and advanced features, targeting a new group of successful young professionals. However, the Altis struggles to resonate with this audience on the road, as it seems less favored by young business individuals compared to competitors like the Mazda 3 and Civic. Let's delve into the details of the 2023 Toyota Altis, its rejuvenation, upgrades, and the areas where it misses the mark in terms of brand positioning.

Exterior Design:

The latest Altis boasts a refreshed exterior, shedding the old-fashioned features of its predecessor. The sleeker and more refined design draws attention, while the full LED lighting setup and the large grille, resembling the Camry, add to the modern and elegant appearance. Notably, the repositioned side mirrors provide better visibility, enhancing safety.

Wheel Design:

The inclusion of 17-inch dual-spoke wheels adds a touch of youthfulness and hipness to the Altis's overall look. Toyota has succeeded in shedding the traditional Japanese car design while maintaining a balanced appearance that is neither too young nor too mature.

Interior and Infotainment:

The interior of the Altis 2023 has been upgraded with numerous modern features. A 9-inch center infotainment screen with Apple CarPlay and Android Auto compatibility contributes to the car's contemporary feel. Additionally, a 7-inch digital screen behind the steering wheel provides relevant information and connectivity. The ergonomic layout of the interior appeals to a youthful crowd, ensuring a comfortable and connected driving experience.

Safety and Technology:

Toyota has made impressive strides in equipping the Altis with advanced safety features, including the Toyota Citizen 2.0 safety suite and seven airbags. This showcases Toyota's commitment to providing top-notch safety technology even in their more youthful models.

Performance and Driving Experience:

The Altis comes with a 1.8-liter naturally aspirated engine paired with a continuously variable transmission (CVT). While the Altis may not win in terms of youthful agility, it strikes a balance between a comfortable and dynamic driving experience. The engine's refinement minimizes cabin noise, contributing to a serene driving environment.

Suspension and Handling:

The Altis's suspension system combines a front MacPherson strut design with a rear double-wishbone setup. This configuration delivers a comfortable and stable ride, particularly on urban roads. However, on highways, the suspension leans toward softness, which might be a drawback for those prone to motion sickness.

Brand Positioning:

Despite Toyota's attempts to rejuvenate the Altis, it struggles to align with the image of young business professionals. The infotainment system's interface lacks the modern appeal expected by this demographic. Additionally, some interior elements, like plastic buttons, fall short of conveying a premium feel. The rear seats, while spacious, lack amenities like charging ports, which could be desired by families.


In conclusion, the 2023 Toyota Altis has made substantial strides in rejuvenating its design, upgrading its features, and enhancing safety and technology aspects. However, its brand positioning aimed at young business professionals might require further refinement. The Altis caters more comfortably to families and individuals seeking a balanced and stable driving experience. While it competes well within its segment, it needs to address certain details to fully capture the preferences of the youthful business demographic.

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