The smart fortwo market, marketing and dealer network in the United States
Muamer Hodzic October 29, 2007The concept and the features of the smart fortwo are ideal for the automotive landscape in the United States that is currently in a stage of brand awareness. The American consumers have become more accepting of smaller vehicles – they seek more fuel efficient options and seek out vehicles that are better for the environment.
During 2007, smart USA executed various non-traditional, experiential marketing tactics. A $99 reservation program began in March which allowed smart enthusiasts to place a reservation on a vehicle that would go into production in the fall. A 50-city road show brought the smart fortwo to reservation holders and enthusiasts across the country. Test drive events were conducted at various venues such as shopping centers, city festivals, Whole Foods Markets, parks and other highly visible areas.
smart was also the exclusive automotive partner of Live Earth, a benefit concert series held in 8 cities around the world on July 7, 2007, to create awareness of global warming and the its impact on the environment. New York City hosted the United States concert. In 2008 smart USA will continue to explore non-traditional, experiential marketing opportunities.
Below are key facts and figures from smart USA’s 2007 marketing initiatives…
* Number of www.smartusa.com website visits – more than 3 million
* Number of registered smart “insiders” – over 95,000
* Average time spent on www.smartusa.com – 5 minutes, 30 seconds
* Number of reservation holders to date – over 30,000
* Number of states registering reservations – 50
* Number of cities visited on the smart USA “street smarts” road show – 50
* Target marketing groups – first time buyers, urban dwellers, baby boomers and empty nesters
* Number of consumer road show test drives – approximately 50,000
* Number of road show “street team” intercepts – approximately 30,000
* Percentage of road show attendees “that could see themselves driving a fortwo” – 90
* Percentage of road show attendees “wanting dealership follow-up” – 71
* Percentage of road show attendees “becoming insiders” – 77
* Why road show attendees would consider a smart – its design, functionality, price, green attributes, fun to drive and solutions to urban issues
smart has its own house
As smart prepares for the launch of the smart fortwo a unique “smart” environment has been created in Venice Beach, California, to express the brand in unconventional ways. Between October 11, 2007 and January 31, 2008, “smart house” will be open to the public as a temporary showroom in Venice Beach. The town villa, furnished in the style of a typical smart driver or “thought leader” is located in the trendy district of Los Angeles that is famous for its role as a trendsetter in culture, design, architecture and lifestyle.
smart house is open from Tuesday to Sunday between 11 a.m. and 9 p.m. Visitors can experience the smart fortwo in a stylish atmosphere and take a test drive. The smart house will regularly host special events such as private concerts, exhibitions, photo shoots and project presentations.
smart dealerships
smart USA will open about 70 dealerships in 2008. Approximately two thirds of the dealerships will be “store in store” concepts with existing Mercedes-Benz dealerships. These stores will have a wall separating the brands and will have a separate entrance, sales and service staffs. The balance of the stores will be stand-alone facilities.
Consumers will experience a unique retail experience. Dealerships will share aspects of their European sister stores. A black faà§ade will wrap around the building and a large smart sign will be placed above the door. Inside the dealership the floor will be white tile and walls will also be white with yellow and black accents. All dealership staff will reflect the brand and embody the smart enthusiast’s forward thinking attitude. Staff will be certified as smart specialists and will have undergone extensive product knowledge training. All staff will have a focus on the smart customer service and satisfaction.
smart USA will open dealerships in the following United States metropolitan areas:
Birmingham, Alabama
Albuquerque, New Mexico
Phoenix, Arizona
Albany, New York
Los Angeles, California
Buffalo, New York
Sacremento, California
New York City, New York
San Diego, California
Charlotte, North Carolina
San Francisco, California
Winston-Salem, North Carolina
San Jose, California
Cleveland, Ohio
Denver, Colorado
Columbus, Ohio
Hartford, Connecticut
Tulsa, Oklahoma
Jacksonville, Florida
Portland, Oregon
Miami, Florida
Philadelphia, Pennsylvania
Orlando, Florida
Pittsburg, Pennsylvania
Tampa, Florida
Providence, Rhode Island
Atlanta, Georgia
Charleston, South Carolina
Chicago, Illinois
Knoxville, Tennessee
Indianapolis, Indiana
Austin, Texas
Kansas City, Kansas
Dallas, Texas
Louisville, Kentucky
Houston, Texas
Baltimore, Maryland
San Antonio, Texas
Boston, Massachusetts
Salt Lake City, Utah
Detroit, Michigan
Virginia Beach, Virginia
Minneapolis, Minnesota
Seattle, Washington
Jackson, Mississippi
Washington DC
St. Louis, Missouri
Milwaukee, Wisconsin
Omaha, Nebraska
Las Vegas, Nevada
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