Smart set to launch new electric model
Smart, the electric brand formed by Mercedes-Benz and Geely, is hinting at the imminent launch of its smallest car, the #2, as color murals appear around the world, including Australia.
These murals have popped up in cities like Paris, Shanghai, Hong Kong, and Melbourne, featuring the small red two-door hatch against a backdrop of local landmarks.
Melbourne’s version, for instance, shows the car with the tagline “It’s back #2” and features Flinders St Station and a tram in the background.
Reviving a Classic
The “It’s back” tagline refers to the original Smart Fortwo tiny hatch, which was popular in Australia over 20 years ago.
The new Smart #2 is only 100mm longer than the original Fortwo, measuring 2792mm end-to-end, and has a two-seat bench seat that creates more cabin room.
This little city hatch will be fully electric, with a 35kWh battery and an expected driving range of about 300km from a full charge.
Fast DC charging from 10-80 percent will take just 20 minutes, according to Smart.
Design and Marketing
Smart Global CMO Kang Yi said the Smart #2 was designed to express individuality and playfulness, calling it “the evolution of a revolution”.
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“We designed this vehicle to bring playfulness, premium sophistication, and effortless agility back to the modern urban jungle,” he said.
By teasing the Smart #2 through unconventional artistic exposure, the company is building anticipation for its return and showcasing its commitment to creating vehicles that express individuality.
It’s worth comparing this launch to similar situations in the past, where companies have used artistic marketing campaigns to generate buzz around new products – in this case, the use of murals in major cities is a unique approach that sets the Smart #2 apart from other electric vehicles.
The Smart #2 will make its global debut at the Paris motor show in October, although its arrival in the Australian market is not confirmed.
According to Smart’s Australian distributor, if the vehicle were to launch locally, it wouldn’t be until 2027, despite the marketing campaign already underway in Melbourne.
Specifications and Launch
The Smart #2 is expected to have a range of features that make it an attractive option for urban drivers, including its compact size and fully electric powertrain.
With a 35kWh battery and fast DC charging capabilities, this little city hatch is poised to make a big impact in the electric vehicle market.
As the launch of the Smart #2 approaches, it will be interesting to see how it is received by consumers and whether it will live up to the hype generated by its marketing campaign.
