The concept and the features of the smart fortwo are ideal for the automotive landscape in the United States that is currently in a stage of brand awareness. American consumers have become more accepting of smaller vehicles - they seek more fuel-efficient options and seek out vehicles that are better for the environment.

During 2007, smart USA executed various non-traditional, experiential marketing tactics. A $99 reservation program began in March that allowed smart enthusiasts to place a reservation on a vehicle that would go into production in the fall. A 50-city road show brought the smart fortwo to reservation holders and enthusiasts across the country. Test drive events were conducted at various venues such as shopping centers, city festivals, urban retailers like Whole Foods Markets, parks and other highly visible areas.

smart was also the exclusive automotive partner of Live Earth, a benefit concert series held in eight cities around the world to create awareness of global warming and its impact on the environment. New York City hosted the United States concert July 7. In 2008, smart USA will continue to explore non-traditional, experiential marketing opportunities.

Below are key facts and figures from smart USA’s 2007 marketing initiatives:

As smart prepares for the launch of the smart fortwo, a unique “smart” environment has been created in Venice Beach, CA, to express the brand in unconventional ways. Between Oct. 11, 2007 and Jan.31, 2008, “smart house” is open to the public as a temporary showroom in Venice Beach. The town villa, furnished in the style of a typical smart driver or “thought leader,” is located in the trendy district of Los Angeles that is famous for its role as a trendsetter in culture, design, architecture and lifestyle.

smart house is open Tuesday through Sunday,11 a.m. to 9 p.m. Visitors can experience the smart fortwo in a stylish atmosphere and take a test drive. The smart house regularly hosts special events such as private concerts, exhibitions, photo shoots and project presentations.

smart USA will open about 70 dealerships in 2008. Approximately two thirds of the dealerships will be “store-in-store” concepts with existing Mercedes-Benz dealerships. These stores will have a wall separating the brands and will have a separate entrance, sales and service staffs. The balance of the stores will be stand-alone facilities.