CONSUMER information reveals that most buyers of Vauxhall's Agila are women, with the outgoing model particularly popular with ladies of a certain age.
However, according to Shelley Perkins, Vauxhall's marketing manager for small cars, the firm's marketing people think they have unearthed a new breed of woman with the arrival of the new Agila, pitched at "style conscious, confident women" who see their car as an "urban accomplice".
Leave aside the marketing-speak because the Agila's attractions for the fun and fashion conscious are fairly obvious. For a start, it's very colourful. As Belinda Mueller, assistant chief designer, colour and trim at GM Europe puts it, the Agila might be the smallest car in the portfolio, "but it gives us the greatest freedom as colour and trim designers; Agila proves that functionality doesn't have to be dull and dark and it doesn't have to be a compromise".
The Suzuki Splash and the Vauxhall Agila were engineered in Japan with initial styling work, extensive chassis development and driving evaluations carried out in Europe by Suzuki. However the styling of those elements are unique to each model with the design of the headlamps, grille, bonnet, front wings, tailgate, taillights and rear bumper carried out by the two respective parties.
The Agila also has a unique exterior colour called Moroccan Blue while inside trim colours range from orange through green to charcoal.
The small monocab market is one of the fastest growing sectors across Europe, accounting for more than 1.1 million sales in 2007. In the UK, more than 94,200 small monocabs were sold in 2007.
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Barry Scott, Vauxhall's small car product manager, says that the Agila will compete directly not only with Fiat Panda, Renault Modus and Honda Jazz, but also three-door cars like VW Fox and Renault Twingo.
He claims that the Agila will have a competitive edge, thanks to its flexibility. Based on Vauxhall's sales figures, Scott speaks with knowledge and experience since the company sells one in five cars that are monocabs against the market trend where one-in-10 cars are monocabs.
"We've sold 35,000 Agilas in the UK and 440,000 in Europe. We expect the new car to do even better as people downsize," he said.
The new Agila is offered in three trim levels and with three engine choices - 1.0 and 1.2 litre petrol and 1.3 diesel - and the option of automatic transmission on the 1.2. Prices range from £7,595 to £11,195 .
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