Spreading the Word
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| Smart tours country in special trailers to launch brand |
AutoWeek | Published 01/22/07, 9:10 am et |
When you're preparing to sell a funky small car the likes of which most U.S. consumers haven't seen, you don't do it the old-fashioned way.
Smart USA wants to build awareness of the ForTwo minicar through event marketing rather than traditional advertising. So in mid-May, three 38-foot tractor-trailers will tour the country, each carrying four of the tiny "city cars" that DaimlerChrysler sells in Europe.
"We will invade the United States with Smart ForTwos," says David Schembri, Smart USA president.
"This brand is not traditional in any way, shape or form, and none of our marketing will be as well. This is a car that you have to feel, see, touch and drive to understand and appreciate it."
The trailers will give potential buyers "a minidealership experience" and allow them to test drive the ForTwo, Schembri says. Smart USA, owned by UnitedAuto Group Inc., will distribute the car. The car is expected to be priced at less than $15,000.
The road tour will go to 44 cities, making 55 stops. Stops include Los Angeles, Seattle, Phoenix, Chicago, Minneapolis, Detroit, St. Louis and several places in the New York metropolitan area.
"Our best marketing is discovery marketing - you get excited when you discover a brand," Schembri says.
Smart plans to team up with major retailers for the events. Schembri expects Smart to have appointed its 50 to 60 dealers by mid-May, and they will be involved in the events.
Smart USA wants to build awareness of the ForTwo minicar through event marketing rather than traditional advertising. So in mid-May, three 38-foot tractor-trailers will tour the country, each carrying four of the tiny "city cars" that DaimlerChrysler sells in Europe.
"We will invade the United States with Smart ForTwos," says David Schembri, Smart USA president.
"This brand is not traditional in any way, shape or form, and none of our marketing will be as well. This is a car that you have to feel, see, touch and drive to understand and appreciate it."
The trailers will give potential buyers "a minidealership experience" and allow them to test drive the ForTwo, Schembri says. Smart USA, owned by UnitedAuto Group Inc., will distribute the car. The car is expected to be priced at less than $15,000.
The road tour will go to 44 cities, making 55 stops. Stops include Los Angeles, Seattle, Phoenix, Chicago, Minneapolis, Detroit, St. Louis and several places in the New York metropolitan area.
"Our best marketing is discovery marketing - you get excited when you discover a brand," Schembri says.
Smart plans to team up with major retailers for the events. Schembri expects Smart to have appointed its 50 to 60 dealers by mid-May, and they will be involved in the events.
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