Pity the Smart Car. Relatively popular in Europe, the SmartforTwo is finally coming to the U.S., but the confused marketing efforts might doom the car before it ever arrives.
SmartUSA, a subsidiary of the Mercedes Group and therefore part of DaimlerChrysler, is bringing the SmartforTwo to the U.S. for the 2008 model year, after more stops and starts than a teenager's first drive in a car with a stick. First the Smart was coming to the U.S., then not, then there was a 4 passenger version, now it's a two-seater only.
Today Smart Car of America an "information website" which is unrelated to SmartUSA, issued a confusing press releasethat protests too much that small cars are inherently less safe than big cars. The error-filled release touts that the vehicle has an electronic stability control system and optional head side airbags, and that the vehicle has passed all safety tests in Europe. This press release -- which took me a few minutes to decipher that the company has nothing to do with building or importing the cars -- doesn't help Smart's cause and adds to the confusion.
Then there's electric vehicle company ZAP, which has unsuccessfully tried to import Smart cars for several years from a third party company, and then sued SmartUSA for interfering with its business.
For the Smart Car to have any chance, SmartUSA has to start controlling the message and convince people that the vehicle is safe, and that it is the importing company and will stay behind the vehicle. The soap opera has to end.
