Although it may not be virtually unknown outside its ‘native’ Japan it won the 2007 Car of the Year award from the Japanese Automotive Researchers and Journalists Conference (RJC), and two other “Car of the Year” awards, from the Carview Corporation website and the Consumer’s Choice.
It also won the “Most Advanced Technology” Special Achievement Award at the 2006–07 Japan Car of the Year awards, where it was nominated unsuccessfully in the overall Car of the Year category, and ranked first in the Japan Mini-Car APEAL Study published by J.D. Power Asia Pacific in October 2006, with a higher score than any previous winner. Aside from the 2006 Good Design Grand Prix, its style won Design Awards from the Japan Automotive Hall of Fame (JAHFA), and the magazines Popeye and Car Styling.
Even the 2008 Car of the year 2008 Toyota’s iQ although better performance wise & designed by Toyota’s design studio in France pales in comparison to the sleek shape & georgeous look of the “i”. Agreed that microcars or ‘kei’ cars as they are known in Japan are made generally for the ladies &/or ’sissies’ but offlate the modified versions of Smart Cars having superbike engines have been known to pack quite a muscle (0-100kph in under 3.5seconds.
“i’’s breakthrough success with the said market came after a “Hello Kitty” customized “i” was put on display in a large Japanese Department Store for a week in 2007. Other close rivals include Smart Mortor’s fortow & K models, ZAP (zero air pollution), Toyota iQ the proposed Aston Martin-Toyota joint venture Cygnet & Honda’s Insight.
Suzuki has also marketed its own budget version of the smart car known as Suzuki Twin while rounding off the European competition are Mercedes-Benz’s Motsy & Subaru’s R2.
