Smart (marque)
The current logo for Smart as of August 2016.
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| Division | |
| Industry | Automotive |
| Founded | 1994 |
| Headquarters | Böblingen, Germany |
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Key people
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Annette Winkler (CEO, 2010—present) |
| Products | Microcar |
| Owner | Daimler AG |
| Website | smart.com |
Smart Automobile (stylized and marketed as "smart") is a German automotive company and division of Daimler AG, based in Böblingen, Germany. It ranges in microcars and subcompacts, primarily the Fortwo and Forfour with its primary assembly plants located in Hambach, France and Novo Mesto, Slovenia. Marketed in 46 countries in Asia, North and South America, Africa, Australia and Europe, production of the Fortwo had surpassed 1.7M units by early 2015.
The design concept for the company's automobiles began at Mercedes-Benz in the early-70s and late-80s. After brief backing by Volkswagen, the first model was released by Daimler-Benz in October 1998. Several variants on the original design have been introduced, with the original being the "Fortwo".
Smart derives from cooperation with Swatch and Mercedes: Swatch Mercedes ART. In its branding, the company lowercases its logotype and the logo incorporating a "c" and an arrow for "compact" and "forward thinking" respectively.
In late 1982, SMH (makers of the Swatch brand of watches) CEO Nicolas Hayek began developing an idea for a new car using the same type of manufacturing strategies and personalization features used to popularize Swatch watches. He believed that the automotive industry had ignored a sector of potential customers who wanted a small and stylish city car. This idea soon became known as the "Swatchmobile". Hayek's private company Hayek Engineering AG began designing the new car for SMH, with seating for two and a hybrid drivetrain.
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