In this new mini-series from Rentout, we’re going to delve into the history of the most famous car brands. As interesting as it might sound, all these vehicles have gone through their unique paths. While some have descended from previous car « empires, » others, as we’ll see in the case of smart fortwo, might have initially started as completely different industry-oriented companies. No matter the background, these automobiles are today a hallmark in the auto industry and are easily recognizable and loved by audiences.
Watches to Wheels
The genesis of the smart car takes an unconventional route, commencing not with a traditional car manufacturer but with a watchmaker. The company responsible for Swatch watches, known as SMH, envisioned building a car as early as 1982. Nicolas Hayek was the CEO of Swatch at the time. Back then he aimed to create a car as customizable as their watches, birthing the concept of the Swatchmobile. Although the name did not endure, Hayek presented the idea to various car manufacturers, ultimately striking a deal in July 1991.
Shifting Partnerships
Initially partnering with Volkswagen in the summer of 1991, SMH faced challenges as the project encountered obstacles. With Ferdinand Piëch assuming the role of CEO at Volkswagen in 1993, rumors circulated about abandoning the project. Moreover, Hayek explored other possibilities, with Fiat and Renault declining the opportunity. Meanwhile, the turning point occurred when Daimler-Benz AG, now Mercedes-Benz Group AG, expressed interest and sealed the deal.
The Birth of a Brand: smart Emerges
By March 1994, SMH and Daimler-Benz collaborated, leading to the formation of Micro Compact Car AG, announced at the Mercedes-Benz headquarters in Stuttgart. Back than the company had three co-directors: Johann Tomforde, a Daimler-Benz designer and engineer, Christoph Baubin. Also, a financial expert from Daimler-Benz, and Hans Jürg Schär, the marketing strategist behind Swatch’s iconic campaigns. The brand name « smart » was born, signifying Swatch Mercedes Art, an acronym that had been internally adopted.
Smart fortwo Takes the Stage
The inaugural generation of the smart car, internally designated W450 and marketed as the smart fortwo, made its debut at the 1998 Paris Motor Show. Measuring just 2.5 meters in length, the smart fortwo positioned itself as the ultimate urban vehicle. Thus, renowned for its ability to park perpendicularly in spaces designed for parallel parking. Despite its unique design, the original smart fortwo faced commercial challenges, remaining in production until 2007.
Challenges and Innovations for smart fortwo
In an attempt to overcome commercial setbacks, the second generation of smart cars emerged, featuring an improved fortwo, a rear-wheel-drive roadster, and a four-seat version named the forfour. Despite these additions, Smart GmbH faced financial difficulties, reportedly losing nearly four billion euros from 2003 to 2006. The eventual liquidation of Smart GmbH led to its absorption by DaimlerChrysler.
Car-Sharing and Electric Models
The original smart fortwo, ahead of its time, experienced a revival through innovation. In 2007, formal testing of the all-electric smart fortwo ED began in London, reaching 18 markets globally by 2009. The introduction of the car-sharing service, car2go, expanded smart’s presence into 26 cities across Europe, North America, and China. An electric smart forfour and a cabrio version of the smart fortwo also became available.
Smart fortwo in China
In a significant move, Mercedes-Benz partnered with Chinese firm Zhejiang Geely Holding Group in 2019 to establish smart Automobile Co., Ltd. The objective was to produce smart cars in China for global markets. Headquartered in Ningbo, the organization unveiled the smart concept #1 at IAA 2021, signaling a futuristic direction for the brand.
In conclusion, the original smart fortwo, along with its subsequent models, left an indelible mark on the automotive industry, forever altering the landscape of urban mobility. While not a technical marvel like the BMW i3 or a transcendent cultural classic like the MINI, the smart fortwo reshaped perceptions of cars in urban environments. Its distinctive and charming design ensures its lasting recognition and endearing appeal.
