突围新能源内卷：smart 2026年剑指全球市场，产品扩容与品牌深耕双线破局

Core Viewpoint - The article emphasizes smart's unique positioning in the competitive electric vehicle market, highlighting its commitment to brand authenticity, product innovation, and user engagement as key drivers for sustainable growth amidst industry challenges [2][28]. Global Expansion and Market Performance - In 2025, smart successfully entered 10 new overseas markets, expanding its global business coverage to 39 countries and regions, with a retail network growth of 25% year-on-year [2][10]. - The total number of smart stores reached 688, with a notable 43% increase in China, where the number of stores rose to 294 [6][10]. Product Innovation and Awards - Smart's entire vehicle lineup has received the Red Dot Design Award and Euro NCAP five-star safety ratings, showcasing the brand's commitment to quality and safety [14][16]. - The upcoming launch of the 2 and 6 EHD models in 2026 will expand smart's product matrix from three to five models, addressing diverse consumer needs [2][9]. Brand Philosophy and User Engagement - Smart's brand philosophy centers on "embracing individuality" and "returning to brand authenticity," which resonates with its target audience of urban consumers seeking unique and meaningful experiences [2][18]. - The brand has identified its core customer segments as "Urban Strivers," "Urban Creators," and "Open Explorers," focusing on their distinct lifestyle needs and preferences [18]. Strategic Collaborations and Cultural Integration - Smart's collaboration with the Keith Haring Foundation exemplifies its approach to integrating art into the brand experience, reinforcing emotional connections with users [24][26]. - The brand's strategy emphasizes meaningful partnerships that align with its values, enhancing brand visibility and resonance in the market [26]. Conclusion and Future Outlook - Smart's strategic transformation over the past six years has shifted from addressing "identity anxiety" to fostering "consensus," positioning the brand for high-quality development in the electric vehicle sector [28]. - With the upcoming launches and the legacy of Mercedes-Benz's design heritage, smart aims to redefine its presence in the global luxury electric vehicle market [28].