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].

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].

Core Insights - The article highlights smart's strategic expansion in 2025, entering new international markets and enhancing its product lineup, setting the stage for a significant growth phase in 2026 [1][2][16] Global Operations - In 2025, smart launched cars in 10 new international markets, increasing its operational presence to 39 countries and regions across five continents [3][6] - The brand's retail network expanded by 25% to 688 outlets globally, with a notable 130% increase to 72 outlets in new markets across Southeast Asia, Oceania, the Middle East, and Latin America, and a 43% increase to 294 outlets in China [4][7] Product Recognition - smart's models received multiple accolades, including the smart 5 being named Car of the Year 2026 in Norway and the smart 3 BRABUS winning Performance Electric SUV of the Year in Singapore [3][5] - All smart models have achieved Red Dot Design Awards and 5-Star Euro NCAP Safety Ratings, underscoring the brand's commitment to design and safety [6][8] Product Roadmap - The product lineup will expand from three to five models with the introduction of the smart 2 and 6 EHD in 2026, including the first premium fastback sedan [10][12] - The smart 2 is set to premiere in Europe in late 2026, showcasing the brand's engineering advancements [13][12] Brand Philosophy and Partnerships - smart emphasizes its "open your mind" philosophy, fostering creativity and collaboration through partnerships with various brands, including Disney and the Keith Haring Foundation [14][16] - The brand aims to shape a mobility culture that is expressive and inclusive, reflecting its commitment to premium electric mobility [16]

Core Insights - The automotive marketing industry is facing intense competition with a slight market growth and a significant increase in the penetration of new energy vehicles, which has surpassed 50% [4] - The concept of "intelligence" is becoming central to product definitions and user decision-making, with AI-generated content influencing consumer perceptions [5][7] - Companies are adapting to new marketing paradigms, focusing on brand strategy, sales growth, and user communication amidst a complex market environment [4][5] Group 1: Industry Trends - The automotive industry is undergoing profound changes driven by the integration of AI and smart technologies, creating both challenges and opportunities for companies [10] - The rise of "smart" as a key marketing and product development focus is evident, with companies needing to embrace new paradigms and multi-modal strategies [7][10] - The market for pure electric large three-row SUVs is growing, with significant sales increases indicating a shift away from hybrid and fuel models [24] Group 2: Company Strategies - One company emphasizes "oil-electric intelligence" as a brand strategy, showcasing a commitment to smart upgrades across its product line [10] - Another company highlights its focus on "deep cultivation of circles and ecological empowerment," positioning vehicles as intelligent hubs and energy platforms [13] - A brand is transitioning to a dual technology strategy, launching new hybrid models to meet diverse market demands [17] Group 3: Marketing Approaches - The concept of "listening to advice" is highlighted as essential for responding to both expressed and unexpressed consumer needs [37] - Companies are encouraged to return to the essence of communication and user engagement, emphasizing sincerity and genuine interaction [30] - The importance of global insights and respect for diverse markets is underscored as a strategy for successful international expansion [34]

Core Viewpoint - The article discusses the evolution of small cars from traditional fuel vehicles to electric vehicles, highlighting the cultural significance and market potential of new electric models that aim to capture the essence of classic small cars while addressing modern consumer needs [5][10][22]. Group 1: Market Trends and Consumer Behavior - Small cars have inherent attributes of being approachable, stylish, and social, which are now being transferred to electric vehicle owners [5][6]. - The nostalgia and emotional connection associated with classic small cars like the Volkswagen Beetle and BMW MINI are crucial for their enduring popularity [8][23]. - The demand for small electric cars is rising, with new models expected to reshape the market starting in 2025 [10][29]. Group 2: New Electric Models - Smart is set to launch the smart 2, a two-door electric model designed by Mercedes-Benz, which aims to revive the brand's classic spirit [12][17]. - Volkswagen is introducing the ID.Polo, a production version of the ID.2all concept, which leverages the Polo name for emotional branding and aims to be a competitive electric vehicle [19][21]. - The ID.Polo is positioned as an affordable electric vehicle with a target price of around €25,000, featuring a range of up to 450 kilometers [27][29]. Group 3: Competitive Landscape - Chinese brands are emerging with new electric small cars that emphasize quality and sophistication, aiming to capture urban consumers [30][33]. - NIO's firefly model has gained attention in Europe, showcasing advanced features and competitive pricing, with a starting price of €29,900 [33][34]. - Chery is reviving the QQ brand as an independent electric vehicle line, targeting the same market segment as competitors like Geely's Star Wish [36][38]. Group 4: Technological Advancements - The decline in battery costs and advancements in electric vehicle technology are enabling the production of competitive small electric cars [41][43]. - Battery costs have significantly decreased, with lithium iron phosphate battery costs dropping from 0.6 yuan/Wh to around 0.33 yuan/Wh, enhancing the viability of electric small cars [43][44]. - Improved energy density and efficiency in electric vehicles are allowing for better performance and longer ranges, making them more appealing to consumers [44].

Group 1 - The core event is the presentation of smart's new product matrix at the 2025 IAA Mobility in Munich, marking the first time smart showcases its entire range of electric vehicles at a major European auto show [1] - smart officially confirmed the upcoming launch of the new smart 2, which is considered a milestone in the brand's development history, with production expected to begin in autumn 2026 in Europe [3] - The smart 3 "Celebrating the Streets" art car, created in collaboration with Keith Haring, was also unveiled, emphasizing the connection between urban culture and creativity [5] Group 2 - The smart 5 flagship model was showcased at the Munich auto show, featuring a maximum charging power of 400 kW, allowing the battery to charge from 10% to 80% in under 18 minutes [5]