Smart Car Essay

782 Words Sep 26th, 2010 4 Pages
Case Study #1 The Smart Car Daimler is a multinational business that is branching out in many countries worldwide. Smart Cars are mainly manufactured at a plant in France. The smart car was first introduced to the United States in 2008. Daimler’s plan is to globally expand the smart car in every country it can. The Smart Car has already been successful in places such as Europe and North America. Daimler distributed Smart Cars over the Internet using the $99 reservation program. This helped the Smart Car expand globally; the $99 reservation program was a big hit in the United States. The first major SmartUSA model is the Pure Model. The pure model has a starting price of $11,590. The second model is the Passion Coupe starting at …show more content…
Another issue one should consider before purchasing a smart car is the safety features. Many people have debated over this topic, so before purchasing this vehicle, it would be wise to personally research the topic. One way that Daimler first marketed the smart car to the United States was by doing a road show that traveled to 50 different cities in the United States. During this road show 50,000 Americans were able to test-drive the new Smart Car. Another way that Daimler was able to market the Smart Car in the United States was by using a strategy called the $99 reservation program. Americans were able to go on the Internet and reserve their car, with their own features, for only $99 dollars additional to the price of the car. These two strategies gave Americans a desire to own the new, fuel efficient, “cute,” affordable Smart Car. Other than the excessive socialism, China is a well-developed country just like America. The same strategies used in the United States will most likely work the same way. The Smart Car should be advertised more on billboards, and on everyday items that Americans see. Even though the Smart Car has been in the United States since 2008, people still tend to stare when they see a Smart Car on the road. Daimler needs to get Americans more familiar and comfortable with the Smart

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