1. “Hello, USA. Here I Am!” Automotive News World Congress January 23, 2008

2. The USA is ready for smart
right car
right time
right place 2

3. The USA is ready for smart
Environmentally friendly is socially responsible
Urban congestion
Fuel economy 3

4. Minimal brand awareness No existing dealership network
The Challenge
How do you launch a new automotive brand, introduce the concept of an all new segment, in the USA with:
Minimal brand awareness
No existing dealership network
And no traditional consumer target group 4

5. The Brand Promise 5

6. The Brand Promise
smart is the automotive brand that questions the status quo, that has the courage to demonstrate its personality while finding unconventional transportation solutions to urban congestion and environmental issues. 6

7. Warmth of a family restaurant
The Brand Promise
Brand consistency
Brand connection
Warmth of a family restaurant 7

8. The Plan
Customize the smart product to best meet the needs of the American driver and the trends of the American lifestyle. 8

9. The Plan
Identify smart prospects and understand their consumer behavior patterns. 9

10. The Plan
Develop brand awareness and demand through non-traditional marketing efforts. 10

11. The Plan
Generate widespread excitement for the 2008 smart launch through local, regional and national media relations. 11

12. Generate enthusiasm for the brand resulting in customer advocacy.
The Plan
Generate enthusiasm for the brand resulting in customer advocacy. 12

13. Not defined by age or income, but rather by attitude and lifestyle
The Target Consumer
Not defined by age or income, but rather by attitude and lifestyle
Transcends Generations
Thought leaders
Take charge people
Early adopters
Making a statement through the products they buy
Transcends traditional buying segments
Four distinctive buying groups
Entry level
Urban dwellers
Baby boomers
Empty nesters 13

14. The Product The models, simple offering
pure, passion coupe and passion cabriolet
The value
$11,590, $13,590, $16,590
The safety
tridion safety cell
4 airbags and safety seats
esp as standard
Many more safety features usually found in luxury vehicles
The drivetrain
Rear-mounted 1L gasoline engine, 3 cylinders, 70 hp
5-speed automated manual transmission 14

16. The Execution smartusa.com Lead management (insiders)
$99 Reservation Program
Discovery Marketing
“street smart” Road Show
smart House
Product Placement
The Da Vinci Code
A Good Year
Pink Panther
Media Relations
Dealer Network 15

17. Lead Management Over 105,000 “Insiders” Over 4 million unique visits
Average time spent on website: 5:29 minutes 16

18. $99 Reservation Program
$99 Reservation Program through
Build-to-Order production 17

19. smart House
Venice Beach, California
October 2007 – February 2008 18

20. Establishing the Dealer Network
Identify dealers across the United States that best understand the smart brand and provide the best solution for the smart business in their respective market
Over 1,400 initial hand-raisers
74 dealers 19

21. Establishing the Dealer Network20

22. The Future
Continue non-traditional marketing efforts, leveraging owner advocacy
Continue $99 Reservation Program and Build-to-Order shopping experience
Continue traditional media relations
Additional focus on lifestyle media to develop an aspirational smart “culture” and create strategic partnerships
Maintain top dealership network with unparalleled dedication to the customer
Work with local municipalities to create special opportunities for smart owners
Develop alternate fuel vehicles, such as Electric and Micro-Hybrid 21