案例二:Smart 两人座汽车

2023年12月13日发(作者：江铃福特领界销量)

案例二：Smart 两人座汽车

Case two: Smart Fortwo: One Car for Narrow European

Alleys…and for High U.S. Gasoline Prices

Mercedes-Benz would be a consistently profitable business, had it

not been trying to fix its small car business. The Smart, its iconic,

but troubled brand, has been in the red ever since its launch in 1998.

In 2005, the Smart cost the company more than $2 billion in charges for

job losses and cut backs: In the process of restructuring to reduce

Smart’s fixed

costs, the company had to cut 600 jobs in Germany and 100 in France.

梅赛德斯-奔驰如果不是试图修复它的小型汽车业务,将是一个持续盈

利业务。The smart,其标志性却有问题的品牌, 在1998年推出曾红极

一时。在2005年,The smart让公司损失超过20亿美元的裁员和失业

费用:重组的过程中减少The smart的固定成本,该公司不得不在德国

和法国100年削减了600个工作岗位。

However, things are looking up for the smart for two. Initially

designed as a cute cobble-stone negotiator in crowded European alleys,

the little car is planning to help U.S. consumers better negotiate the

shrinking gasoline purchasing power of consumers in the land of SUVs.

This is a story of market adaptation.

然而, The smart for two情况有所好转。最初谈判者在拥挤的欧洲小巷

将其设计为一个可爱的鹅卵石形状，小型汽车正计划着帮助美国消费

者在SUV更好的商谈消费者汽油的购买力。这是一个故事的市场适

应性。

The Story of Smart

In the world of joint ventures, the smart for two has a

distinguished history. The smart fortwo was propelled to stardom in the

mini-automobile category in the early 1990s, as a joint venture between

Mercedes-Benz and Swatch. Daimler is the luxury automobile manufacturer

that has created the Mercedes automobile, the worldwide standard for

luxury on the road. Swatch is a creative and quirky company that makes

Swatches, watches with colorful designs. The smart for two joint venture

was created with the purpose of enhancing the Mercedes portfolio with an

“ultra-urban” automobile that negotiates well narrow

European alleys, fits neatly on the sidewalk if the parking spaces

are all taken, and otherwise makes the driver look good.

在世界的合资企业,smart for two有着辉煌的历史。在1990年代早期

smart for two是推动迷你汽车成名,作为一个奔驰和Swatch这样的合

资企业。戴姆勒是豪华汽车制造商,创造了奔驰汽车、全球豪华标准

在路上。Swatch是一个创造性和古怪的公司生产色板、手表与色彩

丰富的设计。smart fortwo的合资成立目的在于提高奔驰组合与一个

“超级城市”汽车,协商好窄欧洲小巷,可以方便的在人行道上如果停

车位都是采取的措施,否则会使司机看起来不错。

Though small, the smart fortwo protects its passengers well. It has

a tridion safety shell, a hard shell that protects occupants in case of

impact. It is also equipped with electronic stability control, which

prevents it from flipping over, and antilock brakes. It has a high

driving position to ensure the greatest visibility on the road. The

design team focused on creating an energy efficient automobile using

recyclable materials. Compared with the luxury Mercedes line, the smart

fortwo is affordable: A two-seat, 9-foot-long smart fortwo costs about

$11,000 for the care model, reaching about $15,000 for convertibles. Its

gas consumption is 40 miles per gallon, and it reaches 90 miles per hour

on the highway. It seats two and is so small that two cars can fit in a

traditional parking spot.

The smart fortwo’s problem, however, is that its market performance

has been poor. Although Smart’s global sales have grown steadily since

its

launch thanks to the introduction of new models, it has consistently

missed its targets. The company launched the forfour model to compete in

the saturated, highly competitive compact-car segment, but it was

quickly discovered that the new model hurt the brand, ultimately

resulting in its withdrawal from the market. In a parallel development,

the company also intended to build the formore, designed for the U.S.

SUV

market. However, after steep losses, coupled with additional

problems—Mercedes had to recall 1.3 million vehicles, including its

the company reconsidered its strategy. luxury E-Class—

The Turnaround

At first, Mercedes-Benz had considered eliminating Smart, but

quickly determined that it had too much brand franchise and bailing out

the brand was the best option from a shareholder point of view.

Its recovery plans included having Mercedes take over purchasing,

sales, and service operations, and creating a better fit with the needs

of European consumers. Smart has been testing several prototype models

using alternative fuels, including an electric-powered smart, a

compressed natural gas version, and a hybrid model. Smart’s proposition

of being the

“ultimate urban solution” will be even more relevant now that more

cities in Europe are looking to introduce congestion charging.

The U.S. Launch

The new fortwo model, launched in Europe in 2007, already complies

with U.S. safety and emission standards, and plans are to introduce it

in

the U.S. in 2008. Smart is not completely without a presence in the

U.S. already, however. A company called Zap(zero air pollution), which

has no connection to DaimlerChrysler, already started importing the

smart starting in 2007, after working for 4 years to make the cars

compliant with U.S. regulations.

The company decided on a distributor in the United States: Roger

Penske’s United Automotive Group Inc., which will serve as the

interface between dealers and Daimler, ordering cars for the U.S. market

and distributing them to about 60 dealers affiliated and nonaffiliated

with the chain.

In the United States, smart fortwo is targeted at younger buyers,

urban residents, baby boomers and retirees. In order to target younger

buyers, Penske is following the example of Toyota Motor Corp. and BMW AG,

both of which recently launched new small cars, the Scion and the Mini,

respectively. Penske will use a largely Internet-based advertising model

that will similarly target niche buyers, which include younger buyers

and other trendsetting groups.

The company staged a 50-city road tour so people could drive the car

and attracted 10,000 test drivers. More than 20,000 people have paid

down

$ 99 deposits for the cars through the UAG Reservation Program. The

main question remains: How will these drivers share the road with

America large SUVs?

Analysis Suggestions

陈述分析从以下方面进行:

1、 Smart这款两人座紧凑型汽车在欧洲市场采用的什么市场策

略,这款汽车是否满足了欧洲消费者的需求,

2、 美国市场热销的是卡车和运动型汽车， Smart为什么没有根据

美国市场的特点做出改变,这样是否影响了该车型在美国市场的

销售,

3、 对中国25-45岁人群进行汽车需求的调查并告诉听众你的观

点。请对未来10-20年汽车的开发和消费做出你的预测。

在世界的合资企业,smart fortwo有着辉煌的历史。smart fortwo的受明星的迷你汽车类别在1990年代早期,作为一个合资企业奔驰和样本。戴姆勒是豪华汽车制造商,创造了奔驰汽车、全球标准豪华在路上。样本是一个创造性和古怪的公司生产色板、手表与色彩丰富的设计。smart fortwo的合资成立目的在于提高奔驰组合与一个“超级城市”汽车,协商好窄欧洲小巷,可以方便的在人行道上如果停车位都是采取的措施,否则会使司机看起来不错。

体积小巧，燃油消耗少，这是一款城市代步工具，不过对于北京来说，他还是太小了，在环路上没安全感，在城市里开也不太轻松，并且每天50公里左右的上下班车程对他来说太长了。原始简单的机械结构让它的驾驶不够轻松，我觉得如果每天上下班的路程在10公里以内，它还是不错的，但话又说回来了，这么短的距离，我为什么不采用自行车或者公共交通这种更环保的方式呢。

这是台可以在大车面前不汗颜的小车:因为个性、品质，可能还有价格。不过国内“高调”的价格以及很受局限的装载能力，难免将其主要活动地盘限制在城市。而敞篷尽管增加了这款小车的情调以及附加值，但要想将它“全新城市代步工具解决方案”的定位和小巧灵活的优势发扬光大，还需要更为平易的价格。

虽然小,smart fortwo保护乘客好。它有一个tridion安全外壳,一个坚硬的外壳,保护乘客的情况下的影响。它还配备电子稳定控制,防止它翻转过来,防抱死刹车系统。它有一个高的驾驶位置上,以保证最大的能见度在路上。设计团队专注于创建一个节能汽车使用可回收材料。比起豪华奔驰车线,smart fortwo是负担得起的:一种双座,9英尺长的

smart fortwo的成本约为11000美元的护理模式,达到约15000美元可转债。其天然气消费是每加仑40英里,它达到每小时90英里的高速公路。这座位是如此之小,两个和两辆车可以适合在传统的停车位。 的smart fortwo的问题在于,它的市场表现一直不好。虽然智能的全球销售已稳步推出以来由于推出新车型,它始终 没有达到预期目标。该公司推出了四模式竞争的饱和,竞争激烈,但这是小型车段很快就发现新模型损害品牌,最终导致其退出市场。在并行开发,该公司还打算构建更高,专为美国SUV市场。然而,在陡峭的损失,加上额外的问题奔驰召回了130万辆汽车,包括其豪华e类的公司重新考虑其战略。 这个转变

起初,梅赛德斯-奔驰一直认为消除聪明,但很快就确定它有太多的品牌特许经营和救助的品牌是最好的选择从股东的角度。 它的复苏计划包括拥有梅赛德斯接管采购、销售、和服务操作,创建一个更好的符合欧洲消费者的需要。智能一直在测试几个原型模型使用替代燃料,包括一个电动智能、压缩天然气的版本,和一个混合模型。聪明的命题是“终极城市解决方案”将更加相关的现在,越来越多的城市在欧洲正在介绍拥挤收费。

美国发射

新的两模型,推出了在2007年欧洲,已经符合美国的安全和排放标准,并计划推出它2008年在美国。聪明并不是完全没有出现在美国已经,然而。一家名为Zap(零空气污染),它没有连接到戴姆勒克莱斯勒,已经开始导入智能从2007年开始,在工作了4年的汽车符合美国规定。

公司决定在一个经销商在美国:罗杰潘世奇汽车集团的统一。,这将为经销商之间的接口和戴姆勒,订购汽车为美国市场和分配他们大约60经销商附属和组成的链。

在美国,smart fortwo是针对年轻的买家,城市居民,婴儿潮一代和退休人员。为了目标年轻买家,潘世奇是效法丰田和宝马,两者最近推出了新的小型车,出身和迷你,分别。潘世奇将使用一个很大程度上基于互联网的广告模式,将同样的目标利基买家,其中包括年轻的买家和其他创新风的团体。

公司举行了50个城市道路旅游所以人们可以开车和吸引了10000的测试车手。超过20000人已经偿还了99美元存款的汽车通过UAG预订程序。主要的问题是:如何将这些驱动程序共享道路与美国大型越野车吗?