A Smart Forvision Electric Drive by Mercedes-Benz is displayed at the 9th China (Guangzhou) International Automobile Exhibition in Guangzhou, Nov 21. The auto show opens to the public from Nov 22 to 28. [Photo/Agencies]

 

Going smart with more individuality

By Li Fangfang

GUANGZHOU - As the inventor of the automobile 125-year-old vehicle producer, German premium brand Mercedes-Benz now takes sustainability and urban mobility as one of its primary focuses.

"Since Carl Benz invented the world's first three-wheel car, Mercedes-Benz, more than any other automobile brand, has developed a 'Culture of Driving' that moves and inspires people all over the world with fascinating and innovative cars," said Klaus Maier, president and CEO of Mercedes-Benz (China) Ltd.

"And now along with China's fast urbanization and more serious consideration of sustainability, Mercedes puts heavy effort into innovation and the development of green mobility," said Maier.

"And smart is the best illustration of our sustainability commitment and best solution for city driving in China."

"It's amazing that in only two years, China has risen to become smart's third-largest market from a zero beginning," said Annette Winkler, global head of smart. "I am proud of this achievement and fully believe that in the near future China will become the No 1 market for smart."

China now follows only Germany and Italy for popularity of the smart out of 45 countries where the brand is sold worldwide, and continues to gain fans among modern citizens in China, with the 10,000th smart cars sold so far.

"As China's urban cities continue to grow so has smart's presence in the market, it has begun to expand to second- and third-tier cities. By year end 2011, smart will reach 60 dealerships nationwide," said Maier. "We won't rest on these laurels. We are deeply committed to the long-term development of our business in China, one of the most important global markets for smart."

With today's fast-paced, urban lifestyle, people often live under high-stress conditions and can forget that driving a car should be an enjoyable experience that brings pleasure to an otherwise routine day, he said.

"In addition to using it as an efficient transportation tool, you can also have a lot of fun with the smart, a combination of emotion and function," said Winkler.

She told China Daily that smart is bringing its tailor-made program to Chinese consumers next year, making the country the first destination for the individualization service outside the Europe.

"We have started to analyze the local requirements and provide special training for local dealers. We see a promising trend of individualization in China," said Winkler, who was deeply impressed by Chinese smart owners' self-designed gull-wing door smart car in Guangzhou.

"I feel the smart spirit here in China. People here understand our brand," said Winkler. city

"Right from the start, smart was ahead of its time. Not just the perfect car for the city with a trendsetting design it was also a big idea, a strong vision and a solution for the ever-increasing mobility and environmental problems in growing cities around the world," said Winkler.

The smart's "big, in the city" concept is built around the notion that there are people who adapt to the city life seamlessly - those who are aware and notice things that most people miss.

"These people make the most out of their city life by living boundlessly. They enjoy being in their cars and they drive smart," said Winkler. "Smart's new concept combines the attributes of the vehicle and a person's emotional attachment to the city.

"In other words, when you are driving a smart and wait at a traffic light, the smart is always the center of attention. Thanks to the well-scaled, agile nature of smart, the driver is able to overcome city obstacles that others simply cannot," said Winkler.

A series of exciting activities have been launched to bring smart fans in China an entirely new experience that characterizes the brand's artistic creativity and mobility. Kobe Bryant is well-known as a brilliant, agile athlete across the globe, including in China.

Kobe gives smart a jump-start beyond China's top-tier markets in Beijing, Shanghai, and Guangzhou. As China has grown to become the world's No 1 market for automobiles, the basketball superstar's selection as smart's China brand ambassador gives smart even more global relevance and appeal.

"At smart we love to re-think traditions, to be thought-leaders. We are a think tank for new mobility solutions and generate new visions, with creativity and responsibility", said Winkler.

The latest smart forvision concept car highlights the creativity, fantasy, fun and the revolutionary thinking that smart has for future mobility.

And it also clearly shows that smart is always inspired by the avant-garde in art, architecture, fashion, design and technology.