The USA  car buyer doubted the first microcar. Or did we hate it?

Client: smart USA

Business strategy, product design, research, social analysis, branding concepts, offline/online advertising concepts

Initially, we approached smart when the first rumors of the car coming to the USA in a hybrid mini SUV form surfaced in 2004, and we presented what was called "the most amazing business presentation ever" by the smart usa General Manager. 

We did global research on the leading trends in automobile technology, design and attitudes about hybrid designs and American small car attitudes. in the midst of the SUV craze. We presented product designs, service and dealer ideas, social and public events, mass media creative and cultural tactics.

A second round of presentations a year later to a new ownership brought fresh insights, plans and tactics to align a car launch with ongoing social/cultural events.

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