(FORTUNE Magazine) – There's been thunderous public reaction to a couple of gas-guzzling concept vehicles unveiled at the recent Detroit auto show: Ford's V-10-powered, 500-horsepower 427 sedan and GM's 16-cylinder Cadillac Sixteen, with 1,000 horsepower.

Instead of indulging boy-racer fantasies, though, industry leaders should be taking a closer look at a less publicized vehicle that is more likely to rock their world: a new Toyota minivan. The all-new 2004 Sienna shown in Detroit is not only longer, wider, and higher than the one it replaces but also capable of hustling to 60 miles per hour in 8.4 seconds while still getting 25 miles per gallon (a key measure in an era of oil fears and SUV backlash). To top things off, Toyota has set the starting price for the new van at $1,000 less than the old one. Toyota expects its 2003 sales in this profitable segment to climb 50% over last year's, enabling it to steal market share from domestic manufacturers. One senior U.S. industry executive, acclaimed for his expertise, declared the Sienna the best competitor in the show and added, "The party is getting rough." --Alex Taylor III