Turn a Smart fortwo into a personal statement with the maker's new Smart Expressions program -- but is it little more than a gimmick?
With sales taking a sharp tumble, Smart USA is hoping to rebuild demand by giving buyers the ability to extensively customize the brand’s fortwo microcar.
The new program, dubbed Smart Expressions, will not only let buyers choose from 93 paint colors, but also bring a color swatch of their own to match the color of their car to just about anything – whether a shade of lipstick or the colors of a favorite sports team.
Smart will also offer a series of full or partial vehicle wraps. Eventually, buyers may be offered the ability to design their own vehicle wraps.
Smart is looking for some sort of spark to bring it out of its sales funk. Earlier this year, Jill Lajdziak, former general manager of GM’s Saturn brand, was tapped by Smart USA distributor Roger Penske to take over from the brand’s first manager, Dave Schrembi. Sales dropped 38% between its 2008 launch and the 2009 sales meltdown that affected the entire auto industry.
Every automaker in the world is trying to find new ways to bring potential buyers into the showroom and many have turned to customization to help. Many makers offer special accessories such as wheels, body add-on kits and interior trim pieces allowing buyers to personalize their vehicles. Ford plans to offer an unusual extensive range of options for the youth-oriented Fiesta, which debuts later this year.
But everyone has been chasing the British marque Mini, which even offers flag decals for the little car’s roof. Smart claims its Expressions program is one of the most aggressive efforts offered by any major automaker, and starts to rival the level of customization traditionally in the realm of the automotive aftermarket.
Prices range from $1,350 for a vehicle wrap to $1,950 for a special tri-coat paint that seems to change color depending on the angle of view. More conventional hues start at $1,550. Prices for colors other than those in the base set will be determined by their complexity.
One of the advantages of customizing through the factory, smart notes is the warranty. While aftermarket accessories are typically not covered – and may even void the factory’s vehicle warranty –Smart includes a lifetime warranty for the special paint.
Wrap designs include plaid, a graphic map of a city center, racing stripes, camoflauge and several other abstract designs. The vehicle wraps use laminated 3M vinyl and are guaranteed for three years.
Lajdziak said the fortwo’s unique construction is a key to the customization. “The Smart Fortwo’s interchangeable body panels make this unique level of customization possible, which is unmatched in the auto industry,” she said.
Smart Communications Director Rick Bourgoise said the panels are painted and sent to the dealer where it takes about 90 minutes to swap an owner’s original panels for the new ones. Vehicle wraps are sent to the dealer and applied to the panels of the buyer’s fortwo.
Owners have the option of keeping their original panels, allowing them to switch back to their original color if the mood strikes, or swap them for the new set.
Ironically, the Smart Expressions program finally realizes one of the brand’s original promises. First conceived as a joint venture between Daimler AG – also parent to Mercedes-Benz – and the Swiss watch company, Swatch, Smart was expected to appeal to hip urban dwellers. The idea of swapping body panels of different colors was part of the original concept but eventually abandoned as the brand tried to reign in costs.
(Click Here for more from Smart on the Expressions program.)
While customization may appeal to many buyers, it doesn’t fix any of the fundamental flaws of the Fortwo. Critics have complained about the balky automated manual transmission, fuel mileage that is less than expected for such a small car, tepid acceleration and limited interior space.
I already know I’m inexcusably cruel, so spare yourself the time to criticize me here – if you need to make a comment, defend the car.
The “Smart Car” is anything but that. It’s a pregnant roller skate with limited application whose manufacturers are lucky they’ve sold as many of their toys as they have.
Tricking out the cars with custom paint is a gimmick with the potential to sell maybe 250 more cars. If they can conceive a gimmick where their “Smart Car” will hold four people and fifteen suitcases (as my Dodge Caravan will), then they’ve got something. Until then … Happy Paint Job, Kiddies!!!!!
JM,
While I understand your position, I think there might be enough people in the U.S. who’d enjoy a Smart were the vehicle itself better. The design is, by market terms pretty ancient, even if the fortwo only belatedly arrived in the U.S. a couple years ago. It’s slow and features a cranky, unpleasant transmission and yet gets only okay fuel economy that some newer, bigger models match or even exceed. And the price would suggest something much more lavish. Mini has shown American buyers WILL opt for fun and well-designed, well-equipped small cars. Smart’s only real hope is to hang on and hope that the products developed by the Daimler/Renault/Nissan joint venture finally deliver the sort of product the brand has long needed.
Paul A. Eisenstein
Publisher, TheDetroitBureau.com
I am glad to see you remembered the connection to the original Swatch plan. Those are the kinds of details and long term view that set TDB apart.
This is the kind of thing they should have done in the beginning. The thing is an appliance on wheels. They should be selling it from little stores in the mall next to Apple.
JM use the right tool for the job. Toy cars do have their uses as ubran commuters just like family haulers are good for vacations.
I recognize the value of a small car in an urban environment but owning one means having to own two cars or having to obtain something else for trips and certain shopping excursions. (Last month, my Caravan held my new 52″ TV in the carton with ease but the Smart Car would not.)
Presuming somebody can afford a second car, it’s still quite a burden, especially in big cities because of parking. (I grew up in NYC.)