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Smart Car Branding: If you've been to an international auto show this year, or read a car magazine lately, you've probably seen DaimlerChrysler's new smart car. Mercedes would love to catch some buzz like Volkswagen did with the New Beetle. Retro revival is the name of the game. The trendy smart car reminds us of the BMW Isetta of the fifties, only, well ... smart.

There's little doubt that this car is, technologically, an expression of a lot of really smart ideas. Not longer than the width of a typical car, the smart car can back into a curb where there's not enough space to parallel park even the smallest compact cars. It parks in a space not much larger than needed to kickstand a motorcycle. It's a pint-sized car powered by a three cylinder engine that sips gas by the pints not gallons.

But what really captures our imagination is the smart naming and branding. Most other car manufacturers distinguish between their various branded models with monikers of numbers and letters: CJ, YJ, TJ, DX, LX, CX, Si, i, iL, e, Q, M, 300, 400, 500, 600 ... ad nauseam. The smart car has smart branding, too, offering three smart choices: pure, pulse or passion. Pure is simply what less inspired automotive marketers call a base model. Pulse gets your heart beating with exciting features like sunroof, alloy wheels and touches of black leather. Passion is head out on the highway with her top off.
Posted by abnu on Sunday, July 06, 2003 @ 6:08 PM [ + ]

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