The Smart Car
The Smart car was introduced in 1994 between Mercedes-Benz and the Swiss manufacturer of Swatch watches and was unveiled in 1997. The car was named for “Swatch, Mercedes and art.” The Smart car only measures in at 8-feet-8-inches long and is 5-feet-1-inch wide. More than 95% of the components are recyclable. The Smart car is priced in at three different versions. The Pure is at the base level and starts at $11,590. The Passion is decked out and is most popular and starts at $13,590. The Passion Cabriolet, also a convertible, is the top of the line top of the line and is priced at $16,590 (Woodyard). The Smart car does not have a truck or hood. All three versions have their engine behind the seat that develop a 70 horsepower and has a top speed of 90 miles an hour. They do not have any advertising for this car because they want people to experience driving it and then make up their minds as to see if they want to buy it. Buyers that want to purchase this small car have to put a deposit of $99 and they have to do it online. They do not have a lot of these cars so it is on a first come first serve basis. So far, 30,000 have put down a deposit. Some of the safety features that the Smart has are that the wheels were designed to turn inwards upon impact. They absorb a blow and the super compactness of the car actually makes it almost impossible to miss a wheel. They are also enhanced by an anti-lock brake system and they have airbags on the driver and passenger side of the car. They also have front & rear crash zones, and sandwich type construction. (Weaver) The car began with Nicolas Hayek; he is the man who invented swatch watches. He wanted a car that would be fuel efficient and easy to park in small spaces. When the car was not selling, he backed out and made Mercedes the primary owner and operator. The main reason why the car was not selling was because of the cost. It was higher than what people expected it to be. (Grabianowsky) Some also know...
Cited: Grewal, D., & Levy, M. (2008). Marketing. McGraw-Hill
Grabianowsky, E. How the Smart Car Works. http://auto.howstuffworks.com/smart- car.htm
Woodyard, C. America Crazy About Breadbox on Wheels Called Smart Car.
Weaver, A. DaimlerChrysler’s City Car is Coming to America.
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