Toyota is aiming its new Aygo minicar at younger customers with a marketing campaign that uses the slogan Go Fun Yourself. The slogan was chosen to give the model an image as a "playful" car that will attract buyers who don’t take themselves too seriously.
Toyota Aygo gets 'fun' makeover
What are the customization options?
Buyers can chose from 10 customizable parts, including different colors for the X-shaped front grille and rear bumper inserts, along with different colors and materials for the instrument panel cluster, center console and ventilation outlets.
To help retain existing Aygo customers, Toyota has equipped the car with a more fuel-efficient engine. The revised 1.0-liter, three-cylinder gasoline engine has a slighter higher performance at 69hp, up from 68hp, but its consumption is reduced by 14 percent to 3.8 liters of fuel per 100 kilometers, resulting in CO2 emissions of 88g/km for models with stop-start technology.
Any new technology?
The new-generation car's 7-inch touchscreen can now display navigation information from smartphones. The Aygo is also the only minicar that offers a rearview camera as standard.
Toyota hopes the Aygo's polarizing exterior design -- characterized by an X-shaped front end -- will attract a bigger number of younger buyers, especially men, as 60 percent of customers for the current car are women.
Launch date: June (Italy, France); July (Germany, UK), September-October (rest of Europe)
Base price: 11,350 euros list price; 10,250 euros launch price (Italy)
Where built: Kolin, Czech Republic
Annual sales: 80,000 (2015)
Main rivals: Citroen C1, Fiat Panda, Kia Picanto, Peugeot 108, VW Up
“We wanted to make the new Aygo different and expressive,” Aygo Chief Engineer David Terai said. Toyota also hopes to reach a younger audience with a series of prankster-style videos posted on YouTube, as well as by offering a greater level of customization options.
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“If a buyer knows their car is unique, it makes it even more special to them,” Terai said. Toyota has sold more than 760,000 units of the current, first-generation Aygo since its 2005 launch and gained a 50 percent customer loyalty, which the company says is the tops in the minicar segment.