Tiny Car Essay

Case Analysis:

Who is Smart?

Smart (the Brand) is a one of 15 brands made designed and produced by the Daimler Auto Group. So who is Daimler AG? Daimler Auto Group (AG) is one of the most successful automotive companies in the world, and is one of the largest producers of premium vehicles and manufacturers of commercial vehicles globally. They offer a variety of divisions from vehicles to the financial services to support the overall company structure of Daimler. “The groups focus is on innovative and green technologies as well as on safe and superior automobiles that appeal and fascinate its costumers” (www.deimler.com/company). Daimler prides itself in being a company that “produces inspiring premium automobiles…with maximum benefit to our customers, and providing tailored services all around these products” (www.deimler.com/brands-and-products), including The Smart Car.

Marketing Strategy:

Daimler focuses on the customers as the end goal, however sets forth activities that promote the customer as the focal point. They “want to inspire them with:

* Exciting premium automobiles that set standards in the area of design, safety, comfort, perceived value, reliability and environmental compatibility;

* Commercial vehicles that are the best in their respective competitive environment;

* Outstanding service packages related to products, and

* New mobility solutions oriented towards the needs of the customers” (www.deimler.com/company).

Focusing on the Smart Car specifically, the strategy is to “think and act differently to discover new options: ‘open your mind.’” (www.deimler.com/dccm).

Target Market (specific for Smart Car Brand of Daimler):

Specifically designed for urban areas with a dense vehicle population, designed to identify with people with an expressive personality and lifestyle. They are targeting people that desire to make a statement in what they drive is something eco-friendly, and also something that carries...