According to what appears to be a leak from UK retailer eXpansys, it seems TomTom is to offer a new satnav device - the TomTom Start.
Aiming for the lower end of the market, the UK Start will be available for around £120 - which works out at about £40 cheaper than its iPhone GPS solution. The Euro version is priced at £139.99.
Said to be easy to use, the Start gets a slimline design (94 x 81 x 20mm), a 3.5-inch touchscreen and what TomTom calls "simplified menus", perhaps aimed at the GPS first-timer.
The most commonly used options are said to be "only a touch away", while the device's new "EasyPort" mount claims to let you fix the TomTom to the windscreen "simply and easily".
With smart IQ Routes technology, there's also MapShare back-up, "Help Me" functionality and a range of StartSkins sold separately to customise the look of your TomTom Start, again suggesting the device is angled towards the younger, trendier and less affluent user.
UPDATE: This is now official and the StartSkins are available in six colours for £12.95 each.