2008 Smart Cars

The Timing is Right

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I was fortunate enough to recently attend a presentation by Dave Schembri, the new president of smart USA. He was tapped by one of the most successful people in the automotive world, "The Captain" Roger Penske, to do something all of DaimlerChrysler was afraid of: selling the iconic smart fortwo in the U.S.

Rather than discuss the curious technical merits of the vehicle that will be on sale here in 2008, I think its prospects for success are just as intriguing.

It would be difficult to argue that the timing is nothing but right, as global pollution issues, our oil habit, and population and traffic growth are topics that seep into daily conversations on a regular basis. While the fortwo is rated at over 40 mpg and takes up the space of half a standard vehicle, it is the fact that these admirable features are wrapped up in package that smart says should appeal to the growing "creative class" that intrigues me. This group is defined as people who look for passion in life, and can be found among entry-level buyers, metro-cool urban dwellers, and baby boomers looking for a 2nd or 3rd car, or empty-nesters looking to simplify their transportation. Numerically speaking, this is a big and affluent target.

2008 smart fortwo passion cabrio & smart fortwo passion

But the part of the presentation that I found most interesting was made with a simple analogy: When we go to a restaurant, we order just enough food for ourselves--yet feel strangely compelled to shop for as much vehicle as possible in budget. For proof, just look at the growing seven-passenger crossover class, and then imagine how many times all seven seats will be filled. I think you are right--very rarely, if ever. But that extra utility seems to be an essential price of admission in today's market: paranoid that we might be caught with one seat short. And now imagine how inefficient it is to haul those extra seats around when most vehicles are hauling just one or two people.

So get ready for the smart fortwo to arrive as a bold yet fashionable statement against the current inefficiency of the U.S. personal transportation model. And all indications are that it will be a hoot to drive as well.

Posted on 2007-06-11 | Permalink | |

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