Friday, January 14, 2011

Detroit 2011: The Smart has always been a city car

About 100 days she has taken up her new duties, Dr. Annette Winkler, head of Smart since then. This role she fell in a period when the sales of the Fortwo developed negative, which was announced in the U.S. so surprisingly gorgeous launched smart business suddenly went out and at the same time, a successor will come only in 2014, then in cooperation with the French mass manufacturer Renault.

Annette Winkler was therefore the first of its 100 days under pressure. Your job can be described without exaggeration as crisis management. Unit sales fell last year, the Smart over 2009 again by 17 percent to almost 100 000 copies. Nevertheless, Annette Winkler no doubt about the concept of the vehicle, and certainly not at the Smart brand.

First einam they will stabilize sales and gliechzeitig clarify "what is really smart." A city car, she is convinced: "The Smart has always been a city car." Now this is not a new finding, but Annette Winkler wants there - start again - in urban areas. There is enough cities that are suitable as starting points for smart actions.

Winkler will address the re-examined, and ways to achieve this in close cooperation with local partners. show 2014 has such a program effect. Then, the successor to the Fortwo comes to the market and probably a new Forfour. For the two new looks down the number of planning will certainly challenging from 2010 as the sales number.

For work on the brand Annette Winkler stay with today's Fortwo two ways: the vehicle in new mobility concepts for inner cities to involve as Car2Go and the flag of the two-seater through all the possible customization to keep it interesting. A large role, of course, the "young" systems for communication and entertainment.

The iPhone application for the Smart is a fine example of how you dar. can find the car as well as the desired bar and also features music. In Detroit, a sound-Smart was seen as a rolling disco. Could help the brand even if it were actually decided in the next six months, the build Smart E-Scooter, who had provided in September at the Paris Motor Show for attention.

Also shown also in Paris electric bike could contribute to an enhanced brand image. Both fit into the image of the young, urban mobility, from the smart talking so much. In a "Car2Go" program, as it is carried out with success in Ulm, is also an e-Scooter2Go and e-Bike2Go would fit right.

One has to hire his subscriber card is not always a Fortwo, if one gets along the route with bike or scooter. It would be interesting to know how well the Americans react to the bike would offer. Car2Go will in any case tried in Texas, where it is well known either to move a truck or riding on Longhorn cattle.

At his first appearance in 2008 was in any case the smart off to a remarkable success. The combination of Mercedes-Benz and Robert Penske, who serves there as a trader was initially driven thousands to sign, either looking for something special or fourth car. The automotive crisis, it was then with the fourth car dreams came to a halt.

But there also needs to begin now to rebuild the selected Metroploen around. 2014 is approaching. Much time is no longer sufficient to secure the new generation is a smart place to start.
Posted by Michele Gallo at 7:43 PM
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