Smart USA is set to launch a print, digital and TV marketing campaign by the end of the year to start the microcar brand that Mercedes-Benz USA obtained on July 1. According to the company’s new general manager, Tracey Matura, there is a great majority of the population who are not familiar with the brand.
In addition, Mercedes offers lease and finance deals through Mercedes-Benz Financial Services for the Smart brand with leases beginning at $179 monthly for one year, 0.9 percent interest for three years, and 1.9 percent for up to five years. The marketing efforts and the financing programs will be a first for the brand in the United States, Matura revealed.
However, she would not comment how the programs will cost. In an interview, Matura said that they will do the same methods as they do on the Mercedes-Benz. She also stressed the importance of leasing and APR programs when it comes to attracting new clients to the brand.
Mercedes-Benz obtained the distribution, sales and marketing of the ailing brand from Penske Automotive Group. Smart is produced and owned by Daimler AG, parent of Mercedes.
However, in 2008, the distribution arm in the U.S. was given to Penske. Penske Automotive Group generally relied on event marketing and social media to promote the brand. Sales of the ForTwo microcar increased to 24,622 units in 2008 as prices of gasoline reached record highs.