Although Kobe Brian representing for the brand, Daimler Smart still has not create its global brand effect.
With new S class, and E class etc. launching market, Mercedes Benz brand has drawn a beautiful rising line. However, as representative of personalization, environment protection and pragmatism, Smart brand has drawn a decline line. In U.S and China, Smart sales are far behind its opponents. It seems like that Smart need a bounce off just like its main brand Benz does.
According to Daimler Group statistics, Benz sales have increased 15% in Jan this year globally to 109 thousand. In China, the figure is even better that has increased 45% to 24 thousand. Chinese market becomes the biggest single market for single month. As it known, it is the first time for Benz releasing 100 thousand sales in single month. Comparedwith 10.7% global growth in 2013, Benz sales globally has stepped up to another side. However, on the opposite way, because of limited models, and North America economy recovery influence, Daimler Smart market performance is not good enough.
According to Daimler official website information, Smart sales have hit record high to 8,805 in Nov 2013, and they keep decline. Sales of Dec were 7,285, and in Jan were 6,511, which have declined 10.6% over last year.
In U.S market, Smart brand has experienced setbacks as well. Since sales hit record high in 2008 to 24,662 (which has exceeded 16,000 over its annual goal), Smart Fortwo sales has declined. Sales in 2009 are 14,600, and 5,927 in 2010, and even 5,348 in 2011. But in 2012 sales dramatically rises to 10,009.
For Smart U.S market performance, automobile analyst FENG Shiming says that as a marginalization product, Smart is easy influenced by macro economy situation. It is more attractive when economy downturn. But with U.S economy recovery, and consumer purchase power strength, they prefer bigger and cozier automobiles.
Benz official statistics announce proves a good market performance of Smart. Its sales in China in 2013 are 17,500, which has increased 12%. Dealer’snetwork extends to 103. However, according to real sales statistics provided by FENG Shiming that sales of Smart in 2013 is only 16,457, which has declined over 17,530 sales of 2012, and even much worse than 2.8% decline of Smart globally.
