When a popstar designs a Twingo
So - what happens when you cross Nicola Roberts from Girls Aloud with a budget supermini? We found out...
Posted: 19 Mar 2012
So, what is this Twingo-ruination really about? The reason, as always, is money. Consider how on earth Renault makes any cash when it sells you a Twingo for £10,000. Once you've taken out the cost of research and development, the raw materials, the manufacturing, the shipping and the cut taken by the dealer, that leaves roughly a fiver of profit to go into the Renault coffers. But if you slap £5,000 of options onto that Twingo - some leathery bits, parking sensors, a set of ill-advised stripes, that sort of thing - that vigorish is going pretty much straight into the corporate pocket. Options equal profit. It's a trick that BMW nailed with the new Mini, Fiat with the 500 and Land Rover with the Evoque.
Renault wants a bit of that option-profit pie, and the best way to convince buyers to add lots of extras is to bill them as ‘personalisation'. Everyone loves to feel unique. You're not being sucked into speccing kit you don't need - you're personalising.
That's why Nicola Roberts has been painstakingly taping earrings to the visors of her Twingo: a marketing department's ham-fisted demonstration of the newfound personalisability (ssh, it's a word) of the facelifted Twingo. You can't spec yours in ostrich leather or with a recording deck in the back, but you can order your Twingo with a mighty array of decals, colour combos and plastic grass on the dash to hold your mobile phone.