Smart USA Wants to get People Talking
Standing in stark contrast to other automakers who use anything form Super Bowl ads, to cattle drives in attempts to market their products, Smart believes that word of mouth is the most powerful marketing tool. At least for right now.
Smart USA president Dave Shembri, in a presentation at the Automotive News World Congress, told listeners “Consumer advocacy is most important right now.
Comments
Ducati Minor
The Smart will have to generate enough consumer interest to outlast the novelty factory typically linked with a new automobile. There is a lot stacked against this tiny European micro-car. The enthusiast community seems to have nothing but venom for it. The combined mileage of the ForTwo is about even with a Honda Fit, a car that is a class larger. And the starting price is $12,000. Not the price the average Joe would think such a quirky machine would go for. But I have met and spoken to many people interested in it, complaining about how much bigger and more expensive regular cars have become. There is a niche for this thing.
A modestly equipped ForTwo will run you about $14,000. The selling price of a new automobile in America is about $26,000. (According to the Consumers Union in its survey.) The ForTwo’s price may not be as low as it should be, but it is still cheaper than a similarly equipped sub-compact. The car is not meant for maximum versatility and all-terrain ability; it’s meant to be a compact method for easy urban commutes. Where parking space is limited, the Smart makes it no issue. Where the price of gas is $3.10 a gallon, the ForTwo is a sipper. The city's high rent and living costs make a $14,000 micro-car a convenient choice for urban-dwellers on a budget.
Smart USA needs the ForTwo to keep in a steady stream of customers until it brings in more products and improves quality. The engine needs to produce better numbers, and the four-seater is badly needed. There is the proposed EV model, but I don't know how well that one will really work. The Smart needs to become embedded within the single consumer mind as a possible purchase. For the size and appearance, I’d expect this to retail for $7,000 and give me double the mileage. But cities could provide incentives, as I mentioned in another post. Free meter parking or reverse parking curbside (popular in Europe) is one way. State and federal tax rewards are even better.
Oollyoumn
I stopped talking about the Smart when I learned it will only be offered with automated shifting. No clutch pedal, no deal. But if I force myself beyond that point, I have had a number of cars that delivered 40+ mpg consistently. Parking is a non-issue for me. So, not green enough, no clutch, the only advantage I can find in this package is RWD.
Ramsey
Please give us the turbodiesel that Canada gets!
Paul In Jersey
Smart needs to get this car in front of customers, where the customers are. Customers won't come to it. But once they get it where the prospective owners are (like in front of NJTransit stations, Penn Station, Grand Central, and its equivalents in Boston, Chicago, D.C., and the Bay Area... then don't worry...the darn thing will sell.
But I don't think it's got a ghost of a chance selling in Houston.
Rex
Smart will do well in the US; just on the basis it's different. This car appeals to all types of people. Especially "City Folk
Matt
Canada had the diesel for the previous generation only (I have one). We do not have it for the current generation, and are saddled with the biggest engine available, thanks to Penske thinking that's the only viable option for North America.
There is talk of the current diesel coming over by 2010, I hope so. The new features on the 2008 fortwo fix most of the small quirks I have with my 2005.
Don't be fooled into thinking this is a City-only car, I do 130km a day in my fortwo.
As for word of mouth, our owners site has a huge amount of information and discussions. There are many meets every year and there are usually mods & fixes going on at them. We love to talk about our cars, and we already have many many Americans on the site, always have. This car will be a huge success in the US. Bubba should be afraid.
Ben
I don't know if I can see the Smart taking off. It's a cool looking car, but the price is a bit high especially with the fuel mileage numbers it has. I agree with Ducati Minor about giving owners incentives within densely populated areas.
Rex, if you've ever driven a MINI you'd know why its popular.
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Linda (Palos Verdes)
I ordered a smart car and fell in love with them when I first saw them in Europe. I sell Real Estate and feel that this would be a great car to explore my brokers opens and look at property for my clients in. I only wish that I could rent one for the week-end before I get mine to see exactly how great it is. Does anyone have any idea if that is possible. Looking forward to the gas mileage. I will have extra $$$ to spend elsewhere. What a great concept. Americans are finally thinking!!
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