限量1000辆仍「滞销」，smart销量已连续两年下跌

Core Insights - Smart's sales are struggling despite the backing of Mercedes-Benz, with a significant decline in retail sales over the years [3][7] - The introduction of limited edition models and price reductions have not successfully reversed the downward trend in sales [6][7] Group 1: Sales Performance - The smart精灵1号马年开运版, launched on January 1, 2023, has not sold out, with 1,000 units produced and a starting price of 139,900 yuan, which is 15,000 yuan lower than the standard version [1] - Smart's retail sales for 2025 are projected to be just over 30,000 units, a decline of over 7% from the previous year, with an average monthly sales of less than 2,567 units [2][7] - In 2024, smart's retail sales were 33,280 units, indicating a year-on-year decline of over 21.3% [7] Group 2: Market Position and Strategy - Smart was established in 1994 by Daimler and Swatch, originally achieving annual sales of up to 150,000 units, but has faced challenges in recent years [3][5] - The brand's strategy includes a shift to electric vehicles, with the launch of the smart精灵1 in 2022, but sales have not met expectations [5][6] - Smart's marketing efforts have included appointing a new CMO to enhance management capabilities in China, but the effectiveness of these changes remains uncertain [5][6] Group 3: Competitive Landscape - The market for light luxury electric vehicles, which smart targets, has not developed as anticipated, with competitors like MINI also facing sales difficulties [12][13] - The automotive market is becoming increasingly competitive, with significant price reductions being necessary to attract buyers [13] - The overall retail market for new energy vehicles has seen a decline, with a reported 38% drop in sales year-on-year [11]