Smart bolsters market launch in the US
An exclusive studio building on Abbot Kinney Boulevard will be transformed into the “smart house” for four months starting October 11, 2007, serving as the springboard for the US market launch of the smart car. smart has begun preparations in the heart of the hip Venice Beach district, setting up a temporary showroom to demonstrate to customers, journalists and VIPs that the smart fortwo is much more than just an economical, compact, and safe automobile.
“The smart house will present the world and lifestyle of a typical smart driver and convey the intrinsic values of this unique city car, showing visitors that bigger is not always better,” says Anders Sundt Jensen, responsible for brand management at smart. “We are putting forward a very personalized brand image, from the interior design to the presentation of the favorite leisure activities of smart drivers and their attitudes to topics like the environment,” continues Jensen.
As well as portraying the vibe of the smart generation, the smart house will also provide product information. Prospective buyers can receive consultation, configure their own smart and take a test drive. Four smart fortwos will be on display inside the house. In the lively Venice Beach district, it will soon become clear that the smart fortwo loves cities and cities love smart – few other cars in the US are getting as much attention as the smart fortwo is right now.
Trendsetters can reserve their very own smart fortwo on the spot. And they are in good company; over 30,000 Americans have already reserved a fortwo on the company’s website.
There will be a great deal of hustle and bustle in the smart house too. Events relating to the areas of environment and climate protection, music, fashion, fine arts and zeitgeist will fill the smart house from top to bottom, making it a platform for the brand’s lifestyle. The special events will include an unplugged concert by Piers Faccini, and Californian artist Joel Tauber will exhibit his works on the topic of environment and sustainability.
This project will see smart build on its growing affinity for the arts and the pulse of the age. Since 1998, smart has worked in close collaboration with musicians, fashion designers and artists. Since its inception, smart has been inseparably linked with innovation, the development of new ideas and unconventional ways of thinking. It is these principles that smart is looking to export to the US before the official sales launch in January 2008.