Auto Special: smart fortwo brings back the new urban joy

As car enthusiasts geared up for Auto Shanghai 2015 iconic urban car brand smart was warming up for the Asia premiere of the new smart fortwo in the metropolis on Sunday.

Since entering China six years ago, smart has struck a chord with trendy consumers that have been impressed by the brand's uncompromising ability to bring them urban joy through vehicles such as the new smart fortwo.

More than 500 people, including smart fans, media and influential industry leaders, gathered to witness the car's debut at Shanghai Fashion Center.

"At the very beginning, the idea of smart started from scratch - with a blank page and the opportunity to fully rethink urban mobility," said Dieter Zetsche, chairman of the Board of Management Daimler AG and head of Mercedes-Benz Cars.

"Many things have changed (since smart came out in 1998), and most of them clearly for the better," he said. "But our visionary concept from the nineties has never been a better fit for societies in China and around the world than today."

The rough idea turned out to be a success and changed urban lifestyles in China, with more than 70,000 smart cars sold in China's market to date.

China has become smart's second-largest market across the world and it is also the brand's fastest-growing market, with consecutive record-high monthly sales since it arrived in the country.

Apart from the brand's efforts its performance has been helped by the rapid growth of urbanization in China.

The urban population in China is expected to surge to 900 million by 2025, according to research by McKinsey & Co. The research indicated that the country is going to become the world's largest market for the premium auto business in the next five years, overtaking the United States.

"Every day, more than 200,000 people across the world move to densely populated cities or huge suburbs. China is definitely one epicenter of this global trend. There is more need for smart," Zetsche said.

Those coming to the city to chase their dreams often end up with mixed feelings about new homes, but despite the bother and stress, once they are here, they will never leave.

"With smart, our goal is to make life in the city easier, more fun and less complicated," said Nicholas Speeks, president and CEO of Beijing Mercedes-Benz Sales Service Co Ltd (BMBS). "With smart, we hope to bring a little joy back to the city."

"City living demands a few ideas that smart is ideally equipped to help with," he added. "smart conveys nothing about how much you have but a huge amount about who you are."

In a bid to be the most desired, the new smart fortwo was built to meet the requirements of the brand's Chinese customers.

"It is not just another car, but a statement - making our customers' lives more colorful, happy and positive, said Dr Annette Winkler, Global Head of smart. "smart becomes not only the most comfortable, but also the most beautiful way to feel 'big in the city'."

Measuring just 2.69 meters in length, the new smart fortwo is the shortest car in its segment, and impresses with its agile handling. The new model's condensed turning circle, at a world record 6.95 meters, allows the new smart fortwo to navigate narrow city streets with ease.

In addition to its increased agility, the new smart fortwo is also the safest smart yet. Its trademark Tridion safety cell contains more than 75 percent of the highest strength steel, while the entire vehicle features 10 centimeters of extra width for greater comfort and a sturdier stance. The Crosswind Assist system adds extra protection and safety.

Perhaps most noticeable is the vehicle's avant-garde redesign, which appears fresh yet familiar. Billed as a "FUN.ctional one-and-a-half-box" concept, the new smart fortwo comes with a larger smile than its predecessor, a panoramic sunroof and forty color combinations to choose from.

Inside, the redesigned cockpit has upgraded materials, as well as improved connectivity. With the newly developed "smart cross connect" app, smart owners can analyze their driving dynamics, search for interesting locations and even locate their parked vehicle.

Dr Winkler was quick to note the smart fortwo remains more than just a car. "It is a big idea built on urban joy, one that unites cultures and people."

"We cannot wait to bring the car to the streets of Shanghai and those of many other cities in China," she added. "smart loves China, and China loves smart."

(China Daily 04/20/2015 page25)