Mercedes 2002 Annual Report Download - page 28
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22 |Mercedes Car Group
smart successfully launched in new markets
Sales of smart brand city coupes and convertibles
increased by 5% in 2002 to 122,300 units. This success
is in particular due to the model update implemented
in March 2002.
Important markets were Germany, with sales of
43,600 units in 2002, Italy (32,000 units) and France
(8,600 units). This innovative car concept car has also
been attracting an increasing number of customers
in right-hand drive markets such as the United Kingdom
(9,600 units) and Japan (6,100 units). The smart was
also introduced to new markets such as Croatia, South
Africa, Hong Kong and Taiwan last year. It is now
available in 24 countries, and in view of strong interest
worldwide, additional markets will follow.
One of the things adding to customer appeal is the
increase in the resale value of the smart city coupe:
According to EurotaxSchwacke, the leading assessor
of used-car prices in Germany, it has the highest resale
value of all cars in the mini-car segment, selling on
average at around 77% of its new price after two years.
A special version of the smart, the open-top two-
seater smart crossblade, was presented in Geneva in
March 2002. Production of this car is limited to 2,000
numbered units.
In March 2002, smart GmbH and Brabus GmbH an-
nounced the formation of a 50-50 joint venture,
smart-Brabus GmbH. This company will cater for the
special-equipment versions of current and future
models, reflecting the fact that many smart drivers want
to be able to personalize and upgrade their cars. The
exclusive “smart-Brabus 1st edition” has been available
since June 2002, also in limited numbers.
smart roadster and smart roadster coupe unveiled
In September 2002, we presented the smart roadster
and the smart roadster coupe in Berlin, both of which
met with an enthusiastic reception from the automotive
press. Their launch in April 2003 will revive the segment
of lightweight, compact roadsters. Both the roadster
and the roadster coupe will be produced at the smart-
ville plant in Hambach, France, where a total of 1100
million has been invested in the production line for the
two new cars. The smart roadster and roadster
coupe, the four-seater smart forfour (to be launched
in 2004) and additional planned new models will trans-
form smart from a one-product to a multi-product
brand. The company will have a new logo and a new
slogan, “open your mind” to underscore this develop-
ment. With the expansion of the product family, the
smart sales-and-service network will also be upgraded
to meet the challenges of the future.