Smart renewed, what will be the future direction of the brand

As the first model of the smart brand to be renewed, Genie #1 was officially launched in Asia on April 25, and at the press conference, Smart also proposed "from love, undefined Tombrowisyours." After fully embracing the electric age, the SAMRT brand will certainly show a new look in all aspects. Curious about Smart's future plans, we interviewed Ms. Mingxia Zhang, Vice President of Sales, Marketing and After-Sales, Global Company, Smart Brands, to see how she would interpret the new Smart brand.

Qi Yu Time: As the first model of genie #1, what is the significance of the future development of the new smart brand? What role will it play in subsequent product sequences?

Zhang Mingxia: As the first member of the new generation of pure electric vehicle family, the new smart genie #1 is not only the best interpretation of brand renewal, but also sets the latest milestone in the road of brand development. The new Smart Genie #1 features a compact body type that perfectly blends new luxury styles with tomorrow's (smart) technology. Smart hopes that through the first family member, users can go from sensibility to rationality, from seeing, touching, touching, smelling, and fully perceive the new luxury concept promoted by the brand. Therefore, the historical significance and strategic importance of this car are very high. At the same time, the new smart genie #1 is positioned as a close friend of tomorrow's city. In the face of tomorrow, we are user-centric, working with users who also love tomorrow's infinite possibilities, and are committed to becoming their urban friends of tomorrow and exploring the undefined boundaries of tomorrow. The birth of smart is actually to break the boundaries and create a common future, and the car through smart genie #1 can well interpret the core of the smart brand.

On smart genie #1, we preset 10 scenes, and there are many configurations, such as full-scene close friends customization functions, just diy scenes and configurations in advance on the "smart car" APP, smart genie #1 can be like a close friend, as you wish, set, think, in advance for you to do everything, these are we are actively exploring "the best solution for future urban transportation". Therefore, smart genie #1 has interpreted the five distinct personalities as "face value, LOHAS guide, strength player, geek pioneer, and reliable partner". In urban travel, the car is not only a tool, but also a close friend who accompanies you. Next, smart will create a new generation of pure electric vehicle family, from a single model to a matrix pure electric family system, will also enter more different market segments to meet the different needs of users. At the same time, smart, as a brand full of surprises, will continue to bring surprises to everyone. "From love, undefined", for the next products, I also hope that everyone will keep an eye on it, and hope that we can launch more surprise models for users and the market. "Qi Yu Time": In what ways will smart marketing and publicity be carried out in the future?

Zhang Mingxia: The birth of the smart brand 25 years ago has brought surprises and intimate services to many fans around the world. At present, smart has completed the brand renewal, but the original intention remains unchanged. Therefore, I hope that the friends who originally loved smart can continue to embark on a new journey that is "from love and is not defined". From the perspective of the brand, we hope to maintain online and offline multi-channel positive interaction with smart fans and car owners to the greatest extent, and respect user habits and freedom to the greatest extent. At the same time, we also hope to interact with users and bring them some new surprises, whether it is the brand concept of new luxury, or the smart genie #1 more technological and intelligent configuration, hardware, software-driven urban travel services.

In short, it not only provides exclusive rights for small car owners who have already booked Smart Genie #1, but also for like-minded people who agree with the new smart brand concept and lifestyle, and actively participate in the co-creation of smart new luxury lifestyle.

The new Smart Genie #1 is a new luxury pure electric compact urban SUV that brings five close friend anthropomorphic characteristics - "face value, LOHAS guide, powerful player, geek pioneer, reliable partner". When smart designs products and creates services, it focuses on female car owners, such as the pursuit of rituals, DIY meticulous manufacturing, sharing light shows and other functions, all from the perspective of women, bringing them an urban travel experience that exceeds expectations and is full of surprises. At the same time, the interpretation of smart by female car owners, we also hope to form a closed loop, for the next brand communication and publicity to bring inspiration and thinking.

At the same time, smart in China and Europe, has adopted the "user-centric, digital-driven" as the core concept of the D2C direct sales agency business model, based on a unified, transparent and stable price system, user-centric, to create online and offline touchpoints that can cover all customers. In this process, we need local partners to focus more on providing services to users than on sales. Therefore, serving users well and taking good care of users is also a win-win measure for the benign development of the brand. The ultimate benefit for users, in addition to more transparent and direct prices, is a more intimate service experience. At the same time, we are also looking forward to the next discussion with users and partners, hoping to create a more distinctive smart format. In the European market, we work closely with long-term and trusted strategic partners to build the most suitable network for smart. Featuring a newly designed smart showroom that will be integrated into Mercedes-Benz stores, reflecting the smart brand's new design DNA and new luxury look, we are the first to establish 300 sales and service outlets in 14 European markets, including the UK and Switzerland. So overall, the D2C direct sales agency business model with "user center, data driven" as the core makes smart win-win, which is a business concept.

In fact, from the press conference, we can see that smart will have a lot of changes after the brand is renewed, whether it is its newly proposed "from love, undefined" proposition, or genie #1 positioned in tomorrow's urban close friends, are very young feelings, I believe that the future smart will bring us more surprises in more aspects.