Toyota has long been known as a sensible and reliable car maker, and with its hybrid Prius model it has even added green credentials to its image.
But urban cool has never been its forte - until now.
"The mission of Aygo is to introduce Toyota to new, young customers," said Anrea Formica, vice president in charge of sales and marketing for Toyota Europe. Toyota's tiny Aygo is a streetwise mini-car that marks the company's first venture into an extremely competitive segment where customers are hard to win over and profit margins are tight.
( Francisco C. SantaCruz / Christian Salyer )