But consumers are a savvy bunch; they will know that this is one car that comes with three badges, different options and different prices. Given that each manufacturer has the same number of cars to shift, it’s going to be an interesting exercise to see which one has the sell that speaks to the consumer most directly.
The buyer for these cars is likely to come from one of three groups: first time car buyer (aka youth), families looking for a second car and the older generation looking to downsize.
If only everything were that simple. Youth is rarely a well-heeled consumer, second car families have cost as a major factor and pensioners are operating on a fixed income. Naturally, cheapest isn’t always best, but it’s not obvious that these buyers will make the distinction between options fitted and the bottom line cost.
However, what is clear is that this is going to be a scintillating showroom showdown. With CAP monitor predicting that the Aygo will hold on to 40% of its value over three years and 30,000 miles, it seems it is the winner come resale time.
The Peugeot 107 (38%) and Citroën C1 (37%) trail home second and third respectively, so it seems the Aygo is the car to buy. But consumers also cite bargain price tags as an important factor when buying city cars, so Citroën could really pick up sales by playing its hot deals card.
However, one thing is clear; the car that the consumers will always buy is the one that meets their needs best at the cheapest price.