Jakarta – Indonesian celebrity and businessman Raffi Ahmad has acquired two customized Toyota HiAce vans, signaling a growing trend of luxury vehicle conversions in the region. The vans, modified by Hardy Classic, feature significantly upgraded interiors, transforming the traditionally utilitarian vehicles into mobile lounges.
The purchase, reported on , reflects a demand for premium transportation options catering to both personal and business needs. Ahmad intends to utilize the vans for travel across Indonesia with his team, “The Dudas,” and for family outings, according to a press release from Hardy Classic.
The modifications undertaken by Hardy Classic are extensive. The vans feature a two-row captain’s seat configuration in the middle, replacing the standard seating arrangement, while retaining four seats in the rear that can convert into a sofabed. All seats are fully electric, offering a high degree of customization and comfort. This level of customization is increasingly sought after, as evidenced by Scuderia Motor Design’s similar Toyota Hiace Luxury Van conversions, which focus on “technology, elegance, and travel comfort,” according to their website.
Hardianto, owner of Hardy Classic, stated that the HiAce modifications are unique within Indonesia. The exterior finish is designed to be visually striking, while the interior boasts premium materials and finishes. “From the panels, walls, wood trim to the AC grilles, we’ve modified everything,” Hardyanto explained. “Even the roof has been streamlined and adorned with lights. The flooring features a marble motif, enhancing the luxurious feel.”
Beyond the seating and aesthetics, Hardy Classic has significantly upgraded the vans’ multimedia systems. A large, adjustable television screen and a fully touchscreen-controlled audio system have been installed, catering to both entertainment and potential business presentations. This focus on in-vehicle technology aligns with the broader trend of transforming vans into mobile offices and entertainment centers, as highlighted by the 2025 Toyota HiAce Prestige Luxury, which emphasizes “luxury, technology, and premium comfort.”
The demand for luxury van conversions is not limited to Indonesia. Toyota itself is responding to this market shift with models like the 2025 HiAce Prestige Luxury, designed to appeal to “high-end markets and individuals who desire more than just a commercial van.” This suggests a global trend towards premium van experiences, moving beyond the traditional focus on utility and cargo capacity.
The acquisition by Raffi Ahmad provides a high-profile endorsement for Hardy Classic and the Indonesian automotive customization industry. Hardyanto expressed pride in receiving support from Ahmad, stating, “We are proud and grateful to be supported by Raffi Ahmad. We will continue to innovate and deliver quality results in the future.”
The broader implications of this trend extend to the automotive sector and the luxury goods market. The demand for customized vehicles represents a growth opportunity for companies specializing in interior design, technology integration, and premium materials. It also reflects a shift in consumer preferences, with a growing emphasis on personalized experiences and comfort, even in traditionally functional vehicles. The Toyota Hiace, long a staple for commercial transport, is now being reimagined as a vehicle for leisure and luxury, demonstrating the adaptability of the automotive industry to evolving consumer demands.
While the financial details of the modifications were not disclosed, the investment by Ahmad underscores the willingness of high-net-worth individuals to invest in bespoke automotive experiences. This trend is likely to continue as manufacturers and customization firms cater to a growing market seeking premium and personalized transportation solutions.
