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 smart brand is successfully navigating the competitive landscape of the electric vehicle market by focusing on its unique brand identity and product differentiation, while expanding its global presence and enhancing customer engagement [2][27]. Global Expansion and Market Performance - In 2025, smart entered 10 new overseas markets, increasing 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]. - Emerging markets such as Southeast Asia, Oceania, the Middle East, and Latin America saw a 130% increase in retail outlets, reaching 72 [6]. Product Innovation and Awards - Smart's entire model lineup has won the Red Dot Design Award and achieved 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 the product matrix from 3 to 5 models, with a focus on unique design and advanced technology [2][9]. Brand Philosophy and User Engagement - The brand emphasizes a return to its core identity, promoting the idea of "being different by nature" to resonate with its target audience [18][27]. - Smart's marketing strategy targets urban millennials, focusing on their desire for quality, functionality, and emotional connection with the brand [18]. Strategic Collaborations and Cultural Integration - Smart's collaboration with the Keith Haring Foundation exemplifies its commitment to integrating art into everyday life, enhancing emotional connections with users [23][25]. - The brand's approach to partnerships emphasizes shared values and meaningful engagement rather than mere promotional tactics [25]. Conclusion and Future Outlook - Smart's strategic transformation over the past six years highlights the importance of maintaining brand integrity and differentiation in a saturated market [27]. - With the upcoming product launches and the legacy of Mercedes-Benz's design influence, smart is poised to continue its growth in the premium electric vehicle segment [27].