Smart Ramping Up Fast

As it gets ready to roll its first car into U.S. showrooms, smart is quickly building up its early order bank, noted the carmaker's boss, Dave Schembri.

In an unusual process, smart began offering potential customers the chance to make no-obligation, $99 "reservations" early this year. Now it is reaching out to those 30,000 handraisers, asking them to convert reservation into an actual order. So far, about 90 percent have followed through, going online to use smart's digital order form. Only about seven percent have canceled out and asked for their money back, said Schembri.

In the meantime, smart has continued its "very non-traditional" marketing campaign - which eschews traditional TV and print advertising in favor of direct consumer contact. A road tour recently wrapped up after visiting 50 cities and providing 50,000 test drives.
An unexpectedly low price tag has certainly been working in the maker's favor. Initial press reports anticipated a starting price of around $15,000, but the French-made two-seaters will launch at $11,590 for the base vehicle, $13,590 for the mid-range Passion model, and $16,590 for the Cabriolet.

Tellingly, those who placed reservations - mostly before pricing was announced - have decided, in large numbers, to upgrade when actually ordering a smart. So far, four percent are opting for the base car, 61 percent for the Passion Coupe and 35 percent are ordering the Cabriolet.
The first smart fortwo will go on sale just after the new year.

© Source: thecarconnection
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