8 January 2009 – smarts’ successful first year in the US
As smart prepares to mark its first year of car sales in America, smart USA have much to celebrate. On paper the timing couldn’t have been worse, with 2008 being one of the toughest years for the US automotive industry in decades.
Despite factory closures, layoffs and Government bailouts elsewhere, the smart fortwo was quietly taking the US by storm. The target of 20,000 sales was achieved in October, just nine months after smart fortwo went on sale. Overnight the US become the third biggest market for the smart car, behind Germany and Italy, where the smart brand has been established for over 10 years.
The success of the smart fortwo in the US may come as somewhat of a surprise. Americans love big cars. In fact Americans drive bigger cars than any other nation. Low petrol prices and arguably less environmental concern than motorist in other countries, has led to a US car culture where bigger is definitely better.
So does the arrival of the world’s iconic micro-car and a tranche of other eco-cars filtering to the market from US car manufacturers spell a tide change?
Speaking at a press conference during the LA Auto Show in November, Dave Schembri, president of smart USA believes so: ‘The key to smart USA's success has been entering the market with the right car at the right time’.
‘Consumers throughout the United States have enthusiastically embraced the smart fortwo as well as the concept of the micro-car. The fortwo now has become part of the landscape of America's highways.’
‘The smart fortwo quickly has become a preferred vehicle solution for many American consumers, demonstrating that the micro-car is not a fad, but is clearly a trend’.
For US motorists open to the idea of change, there is much to recommend the smart car. The US Environmental Protection Agency's 2009 Fuel Economy Guide has just rated smart fortwo the most fuel efficient, non-hybrid car in the United States. The Smart fortwo has also been classified as an Ultra-Low Emission Vehicle, by CARB (California Air Resources Board). Smart fortwo was also a finalist in the LA Auto Show’s ‘Green Car of the Year’ award in November.
Smart fortwo is available through a retail dealer network with 74 smart centres in 35 states throughout America. Smart USA began to market the smart fortwo long before it was launched. Taking an unconventional approach to developing brand awareness and excitement about smart by taking the car to road shows, art shows and high profile public events.
An online reservation system took deposits and enabled customers to secure a production model and specify trim and colour for an initial down payment of $99.00, well in advance of delivery. The system was so effective that it is still being used to manage demand and production and reserving a smart fortwo in this way is the only way a customer in the US can be guaranteed to get a new smart car.
Engaging the customer before and after the sale has been key to the success of the smart fortwo’s launch in the US. smartusainsider.com is a social networking site where owners, reservation holders and those with in interest in smart can communicate with each other and the brand.
Looking forward in 2009 Schembri is very positive: ‘smart USA has had a very successful first year in the American car market, and we are extremely excited about the future and our plans to evolve the brand and expand product offerings.
‘With the refreshed 2009 smart fortwo just beginning to arrive at dealerships and the 2009 smart fortwo BRABUS arriving [soon], smart USA anticipates the momentum of the smart brand to keep accelerating.’
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