Leaving our highly equipped test car to one side for a moment, Toyota asks £10,385 for a mid-range five-door x-play model, which has steel wheels, down-specced air-con, no touchscreen multimedia and no space-saver spare wheel.
The equivalent C1 comes with that touchscreen multimedia set-up and costs £300 less. Meanwhile, for £155 more than the Toyota, Seat will sell you a Mii Toca with alloy wheels, powered door mirrors, six-speaker audio and fitted sat-nav.
Toyota could clearly try harder to appeal to the wallet as well as to the eye in that sense. However, it can probably fall back on better residuals than the Citroën to win back some ground in the value argument – although our sources can’t confirm as much yet.
The Aygo isn’t in a segment-leading position on insurance costs, either. Our test car came with a group three rating, with rivals as low as 1E. But there’s better news on fuel economy.
The 1.0-litre three-pot returned a very frugal 63.2mpg on our touring test, where the equivalent i10 returned 51.2mpg earlier this year. Even driven quite hard on the road, our Aygo test car seldom did worse than 50mpg.