Few parents want to own a minivan. While it’s symbolic of being a good parent, a minivan is the laughingstock of the automotive world. So it was a huge challenge for Toyota to get parents to actually desire the newly redesigned Sienna, much less make it the vehicle people really want to talk about. To do that, Toyota had to change the parents’ perspective and recognize that our minivan can be “cool.” As a result, even people without kids wanted a “swagger wagon.”