The North American International Auto Show (NAIAS) 2005 in Detroit is the most important platform to date for the SMART brand - as the entry brand to the Mercedes Car Group - to test the promising findings obtained from extensive market research in the USA in a consumer-oriented environment. Furthermore, with more than 800,000 visitors, SMART regards the NAIAS as a huge “car clinic”. By communicating the brand and its core values at North America’s most important Motor Show, SMART also hopes to gain additional feedback from customers and information about customer expectations on the US market.

The first public appearances of the SMART brand in the USA produced an extremely positive response to the products and the core brand values anchored in them. It became clear that potential customers in the USA associate the SMART brand with terms such as “unusual design”, “unique”, “creative”, “individual” and “innovative”. SMART will be taking up these values at the Detroit Motor Show and specifically addressing the subjects of design, safety and ecology.

The US market is of great economic importance for a car manufacturer. SMART sees considerable market potential in North America on account of the enthusiastic response from the American public to date and the high level of interest shown in the SMART brand. The successful launch of the SMART fortwo cdi in Canada in October 2004 lends further support to these expectations.

The SMART brand has long since turned into a craze

SMART is the youngest and one of the fastest growing car makes in Europe - and much more than the manufacturer of an 8.24 feet long parking space wonder. SMART vehicles are not just growing in terms of inches - the sales figures are also showing fast growth: More than 700,000 vehicles have been produced to date.

The SMART fortwo has become the “it” vehicle in Paris, London, Barcelona, Rome and many other European cities. This car is more than just a simple means of transport; it is an expression of innovation, joie de vivre, intelligence and high functionality.

SMART vehicles are now sold in 36 countries around the world, and are available as both left- and right-hand drive models. Sales and turnover are constantly increasing. All SMART models embody the same brand values and have the same “DNA”: Innovation, functionality and joie de vivre. They appeal to people who are sporty, independent and young at heart; people who love clever solutions and are open to new ideas. The SMART brand slogan “open your mind.” is an expression of their way of life.

Cars made by SMART win customers with their attractive and innovative design

Within the framework of the NAIAS 2005, the City of Detroit will be given a SMART fortwo that will be used as an emergency vehicle for the Fire Department. This vehicle has a silver tridion safety cell and - befittingly - phat red bodypanels. The logo of the Detroit Fire Department is emblazoned on the doors and the roof has the required signal bars. This could, of course, increase the danger of false alarms with people calling the Fire Department simply in order to see this vehicle with its unique design on the streets.

Regarding design: It is not for nothing that the SMART fortwo has been included in the permanent collection of the “Museum of Modern Art” (MoMA) in New York since 2002, where it is the only car in the collection that is currently still in production. The SMART roadster and roadster-coup©, on the market since 2003, and the SMART forfour that has been available since April 2004, also win customers with their innovative, European design and continue to be people’s craze started with the 8.24 feet long SMART fortwo.

Cars made by SMART have a strong character - i.e. to radically stand out from other cars. Every SMART is a face in the crowd. This also applies to the customers: Driving a SMART is not just about getting from A to B. For the owners of a SMART, their car is also an expression of their personality and their lifestyle.

Extremely low fuel consumption and lots of driving pleasure

All cars made by SMART are characterized by extremely low fuel consumption. This clearly demonstrates just how much all models benefit from the affiliation with the Mercedes Car Group. Practical: The SMART fortwo cdi drives over 60 mpg under standard conditions. These advantages are reflected in the sales figures: Considerably more than 100,000 models have been registered for European roads since the market launch in December 1999.

The low vehicle weight is a major factor contributing to the enormous driving pleasure that all SMART models have been endowed with. A low weight/power ratio guarantees dynamic performance that would require much higher engine power from conventional vehicles which often weigh twice as much.

The SMART fortwo is one of the safest vehicles in its segment

The active and passive safety features of SMART vehicles are important aspects that benefit from the company’s affiliation with DaimlerChrysler and the Mercedes Car Group. Intelligent safety features which - if they are available at all - are subject to an additional charge in other vehicles in this segment are included in the standard specification of all SMART models.

The most important feature in this respect is the electronic stability program (esp) that has been a standard feature in all models made by SMART since 2003. A hydraulic brake assist makes a further, decisive contribution to driving safety in the SMART fortwo and the other SMART models. The four disk brakes that come as standard on the SMART forfour are a further example of the extensive safety features that cannot be taken for granted in this vehicle segment.

Thanks to their unique crash management system, all models made by SMART are among the safest cars in their respective vehicle segments. Like every SMART vehicle, the SMART forfour has an extremely sturdy passenger cell - the tridion safety cell - which, together with numerous further safety elements, guarantees maximum safety for passengers in the event of an accident.

The top position of SMART vehicles as regards passive safety has been confirmed by crash tests carried out by SMART in accordance with the standards of the Mercedes Car Group, and also by the results of independent accident simulations.