Daimler AG / Smart: Offroad

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.

Daimler AG / Smart: Offroad

BBDO Group Germany

What were the objectives for the creative work?

The ultimate city car

The smart car was launched as a disruptive, polarising revolution in city mobility in 1998. A car that was nothing like any other car: with a revolutionary short length of 2.69m, it is smaller than the standard street lane width (i.e. two smart cars , with the smallest-possible turning circle, body panels made of robust plastic on the outside and a tridion safety cell on the inside. With this innovations package, smart had invented and launched the ultimate city car – and, with that, a new segment in the automotive industry: the micro-car-segment.

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