smart越大销量越差? CEO曾拒价格战 如今降价又刺老车主

Core Viewpoint - The smart brand is transitioning from its original compact car identity to larger models, with the new smart EQ fortwo being the largest yet, measuring nearly 5 meters in length, which has led to declining sales and dissatisfaction among existing customers [1][5][12]. Group 1: Product Development and Market Positioning - The smart EQ fortwo has been officially declared as the brand's first mid-size luxury hatchback, with dimensions of 4906mm in length, 1922mm in width, and 1508mm in height, surpassing the Tesla Model Y in length [3][5]. - The brand's shift towards larger vehicles is a departure from its original positioning as a compact urban vehicle, which has led to confusion among consumers and a dilution of its core selling points [12][14]. - The CEO of smart has stated that the brand should not be defined by size, indicating a strategic pivot towards larger models to capture a broader market share [6][8]. Group 2: Sales Performance and Consumer Sentiment - Smart's domestic monthly sales have plummeted from around 4000 units at the end of 2024 to approximately 2000 units, even with aggressive pricing strategies [9][12]. - Existing customers have expressed frustration over pricing and configuration discrepancies, feeling "betrayed" as new models offer features for free that they had to pay for [11][16]. - Quality issues have also emerged, with increased complaints and a recall of over 3500 vehicles due to safety concerns, further eroding consumer confidence [14][19]. Group 3: Strategic Challenges and Recommendations - The brand faces significant challenges in maintaining its identity while expanding into the mid-size SUV market, which is already saturated [12][13]. - Experts suggest that smart should consider a dual strategy, reintroducing a budget-friendly micro electric vehicle to retain its original customer base while also developing larger models with competitive pricing and features [13]. - The management's previous statements about maintaining brand value and avoiding price wars have been contradicted by recent pricing strategies, leading to skepticism among consumers [11][12].