Core Insights - The smart brand is transitioning from its original compact car identity to larger models, with the new smart EQ fortwo EHD being the largest smart vehicle to date, measuring nearly 5 meters in length, surpassing the Tesla Model Y 2025 [1][2] - Despite the increase in size, smart's domestic sales have significantly declined, with monthly sales dropping to around 2,000 units, down from approximately 4,000 units at the end of 2024 [3][6] - The brand's strategy of increasing vehicle size and relying on emotional appeal is failing to resonate with both existing and potential customers, leading to a loss of brand loyalty [6][7] Vehicle Specifications - The smart EQ fortwo EHD has dimensions of 4906mm in length, 1922mm in width, and 1508mm in height, with a wheelbase of 2926mm, making it the largest model in the brand's history [2] - The vehicle's size is being compared unfavorably to traditional compact vehicles, with some consumers expressing confusion over the brand's shift away from its original "small and agile" positioning [2][3] Sales Performance - Smart's sales have been on a downward trend, with a significant drop in monthly sales figures, attributed to a combination of pricing strategies and market competition [3][6] - The introduction of new models at lower price points has led to dissatisfaction among existing customers, who feel "betrayed" by the brand's pricing and feature changes [5][12] Customer Feedback - Existing smart owners have reported issues with the brand's pricing strategy, particularly regarding the cost of activating features that were previously included in older models, leading to negative sentiment towards the brand [12][15] - Quality concerns have also emerged, with increased complaints about vehicle issues, including safety recalls affecting thousands of units due to manufacturing defects [9][8] Strategic Recommendations - The company may need to reconsider its positioning and product strategy, potentially reviving its original focus on compact electric vehicles while also exploring larger models to capture family-oriented consumers [7] - A dual approach that maintains the "small and beautiful" ethos while offering competitive features in larger vehicles could help regain market share and customer trust [7]

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].