Launched in 2005, the first generation Toyota AYGO was designed to attract young, urban-based customers, and to bring a greater sense of playfulness to the Toyota brand. AYGO was not only Toyota’s first model in the compact city car segment, but also the result of a new joint-venture with PSA, with the cars specifically developed for Europe and produced at the new TPCA (Toyota Peugeot Citroën Automobile) factory in Kolin, Czech Republic. With new colours introduced every year, regular special editions in local markets and major product updates in 2008 and 2012, Toyota AYGO remained fresh throughout its lifecycle, to which total sales of more than 760,000 units, and customer conquest and brand loyalty ratings well above those of the average A-segment car attest. Since its launch in 2014, the current AYGO has been a notable success for Toyota in the European A-segment. Its instantly recognisable, trademark ‚X‘ frontal design and the broad range of customisation options it offered ensured that it always stood out from the crowd. Appealing to a more style-conscious audience than those who buy their cars for purely rational reasons, the AYGO’s striking good looks and engaging driving characteristics made it one of the best-performing Toyota models for attracting new buyers and conquest sales. In 2017, Toyota AYGO was amongst the top sellers of the A-segment with more than 85,000 units sold, and a segment share of 6.6%. The new AYGO further strengthens the model’s unique DNA and stand-out positioning within the highly-competitive A-segment. Toyota’s designers and engineers have not only reinforced its youthful and distinctive image, but also made the powertrain more efficient and improved the car’s performance and handling characteristics to make it even more fun to drive.