smart is coming

Press Release

European smart brand craze creates market potential in the USA

The North American International Auto Show (NAIAS) 2005 in Detroit is the most important platform to date for the smart brand - as the entry brand to the Mercedes Car Group - to test the promising findings obtained from extensive market research in the USA in a consumer-oriented environment. Furthermore, with more than 800,000 visitors, smart regards the NAIAS as a huge "car clinic". By communicating the brand and its core values at North America's most important Motor Show, smart also hopes to gain additional feedback from customers and information about customer expectations on the US market.

The world's largest car market has clear potential for the smart brand

smart sees great and constantly growing potential in the USA for the brand and its core values of innovation, functionality and joie de vivre. European trends such as "less is more" are increasingly considered in the world's largest car market - not least because of rising fuel prices. Furthermore, there are also millions of people who are very open to new ideas, technologies and creative concepts.

The smart brand meets the needs of U.S. consumers

According to market research, approximately 30 percent of the working population defines their lifestyles as "less is more", they want to stand out rather than blend in and conserve rather than consume. In addition, they find European brands, culture and the lifestyle of the "old world" attractive. European products, companies and brands stand for innovation and high quality, and they offer buyers a way of standing out and distinguishing themselves from other people in a positive sense. smart offers this target group intelligent automobile solutions combined with the high quality standards of the premium products of the Mercedes Car Group. The core values of the smart brand - innovation, functionality and (European) joie de vivre - meet their needs.

In addition to this clearly definable target group, smart sees entry in the world's largest car market as an opportunity to benefit from the constant growth forecasts. According to economic forecasts, the overall market for passenger cars in the USA is expected to grow by twelve percent in the next ten years. In the typical smart segments experts are even forecasting growth of 25 percent. These figures underline the attractiveness and the potential of the US market for the smart brand.

In the USA, too, smart can assume the role of the entry brand to the product world of the Mercedes Car Group - as has been successfully documented in markets that have already been opened up. As such, smart introduces new target groups and additional customers to the MCG, who previously had no contact with the group. In Europe, no less than 75 percent of all smart customers are new buyer groups for DaimlerChrysler and previously had no contact with DaimlerChrysler and the group's makes.

Extremely positive response to date

The first public appearances of the smart brand in the USA produced an extremely positive response to the products and the core brand values anchored in them. From being the automotive sponsor of the New York City Marathon and the Boston Marathon, to the exhibition of the smart fortwo as a design icon in the Museum of Modern Art (MoMA), or the sponsoring of a design exhibition in the legendary "Terminal 5" at JFK airport in New York - smart products always received an enthusiastic response. The presentation of smart products at the NAIAS 2005 in Detroit now offers the company an opportunity to gauge customer response at a much wider level and to find out more about the specific expectations that US buyers have on compact cars.

Market research for the current model range started by smart has already shown that potential customers in the USA associate the smart brand with terms such as "unusual design", "unique", "creative", "individual" and "innovative". The products are also regarded as fuel-efficient and economical. In terms of brand perception, US consumers mention the smart brand in the same breath as innovative brands such as Apple, IKEA, Swatch or H&M.

Considerable market potential in North America

In addition to the great economic importance of the US market for a car manufacturer, smart sees considerable market potential in North America on account of the enthusiastic response from the American public to date, and the high level of interest shown in the smart brand. The successful launch of the smart fortwo cdi in Canada in October 2004 lends further support to these expectations. Within just a few weeks, the sales target of the past year was raised by 50 percent and the smart fortwo cdi is now sold out in Canada until mid 2005 - more than 3,000 prospective customers have already paid the deposit that is usual in this market.