• 285
The 2010 Smart Fortwo (Daimler).

With fuel economy on everyone’s mind in 2008, the pint-sized Smart Fortwo brought its eccentric styling and European flair to the United States looking to tackle a new market. The Fortwo was designed for crowded urban driving and its ability to squeeze into parking spaces and maneuver through dense traffic was unchallenged. Sure, it may have seemed out of place on American roads, but the Fortwo had qualities that many drivers found valuable. Gray-market importers had managed to sell enough Smarts earlier in the decade that it forced DaimlerChrysler’s hand to officially import the vehicle into the U.S., and it looked as though Smart had a promising life ahead of it in America.

Just two years later, however, Smart’s outlook is gloomy. According to some staggering data compiled by CNW Research, drivers of the Fortwo are dissatisfied with their cars. In fact, CNW says that a mere 8.1 percent of New York City owners -- essentially the Smart’s target market -- claim that they would purchase a Fortwo again.

To put that statistic in perspective, the next lowest vehicle charted by CNW is the Chrysler Sebring -- at 37 percent. And the current-generation Sebring is arguably the biggest automotive disaster since the Pontiac Aztek. Given that brand loyalty is one of the most important and cost-effective ways to generate sales, the future of Smart in the U.S. looks uncertain at best.

Driver Discontent

According to Art Spinella of CNW Research, the company compiled its data after sending out surveys to consumers.

“[The] data comes from our monthly Purchase Path surveys (about 18,000 phone interviews per month) as well as brand specific mail surveys. In Smart's case, we used a combination of both, receiving over 1,200 Smart owner responses. One of the standard questions in the brand surveys and most of the Purchase Path interviews is if the owner would replace the current vehicle with another of the same brand.”

So what has motivated so many Fortwo drivers to grow unhappy with their cars in these surveys? There have been a few factors working against Smart, led by declining gas prices. But poor ride quality and the impracticality of the two-seat Fortwo also play into owner dissatisfaction. According to John Neff, editor-in-chief of AOL Autos’ partner site Autoblog, the Fortwo forces owners to make serious compromises, something they’re increasingly unwilling to do.

“With gas prices relatively stable and larger vehicles coming to market with better fuel efficiency, not many buyers are willing to accept the Fortwo's size and quirky driving manner,” Neff said.

The Smart Fortwo has also been panned for having an unrefined “automatic manual” transmission and not delivering the extraordinary fuel economy that some expect.

Spinella echoed Neff’s sentiments, adding that “the vehicle of choice as a replacement was the Mini or a conventional small car, such as [the Chevy] Aveo, [Honda] Fit, [or] Scion xB, which has far more interior space for passengers and can generally be driven on longer trips at highway speeds with more comfort.”

Perhaps the most important force working against the Fortwo right now, however, is the fact that the novelty seems to have worn off. According to CNW data acquired from consumer surveys between 2006 and 2010, the majority of drivers of the Smart Fortwo actually bought the car because of its looks and uniqueness, which they deemed more important than its fuel economy, friendliness to the environment, or fun.

But apparently eccentric looks are not making up for the widespread driver dissatisfaction. Smart did reprogram the transmission of early models that gave car reviewers so much grief, but that’s essentially the extent of the changes made to the car since its introduction. Given that Smart doesn’t have much to add to its sales pitch, sales numbers will continue to fall.

“Without new products or even significant upgrades, existing customers have no reason to re-up with the brand, and if their wants or needs have changed to require a different type of vehicle, Smart doesn't have anything to sell them. Simply put, the novelty has worn off the Fortwo,” said Chris Paukert, executive editor at Autoblog.

The Future

It is widely believed that since its initial launch in Europe in 1998, Smart has never turned a profit for corporate parent Daimler, making the brand’s weak performance in the U.S. particularly troubling. Smart USA has recently undergone a management shake-up, with new president Jill Lajdziak, the former general manager of GM’s now-defunct Saturn brand, taking over at the beginning of the year. In an effort to boost sales, a new leasing program was launched in January. Smart plans to deploy a pilot fleet of electric Fortwos in October, with a stated goal of retail sales in 2012.

“While the new EV model will generate some buzz, its limited range and practicality will still rule it out from consideration among most consumers. Further, it remains to be seen if the electric model will be priced where Daimler can turn a profit -- or even break-even,” Paukert explained.

There is another short-term ray of hope, at least according to Neff: “Another spike in fuel costs, which is likely to happen at some point, could see Fortwo sales in the U.S. quickly rise again.”

After all, the Fortwo did enjoy its only measure of success while gas prices were high. Another shock to the system could have people flocking back to Smart dealerships, potentially buying time for the company to right its ship.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 285 Comments
      • 5 Months Ago
      They need to offer a lawn mower attachment.
      • 5 Months Ago
      Make a Smart Lane for small smart cars and maybe I'll buy one. SUV vs. Smart Size-You die!!!!!
      • 5 Months Ago
      I don't own a smart car but America is not ready for this type of vehicle yet. We are on the verge of a revolution. As the global economy comes back (think of a billion people in China and a billion people in India all striving for a life style like the West, all ******* down the world's remaining oil), demand for oil will go through the roof. When we reach the tipping point, all hell will break loose. As a American, I hope our auto companies are ready this time. They better keep something on the back burner.
      brian
      • 5 Months Ago
      The smart car is a very expensive design, its very costly to produce and its gas mileage here with no diesel version in the US is not spectacular. Doesn't mean there isn't a market for something along these lines. toyota thinks so and will sell the IQ here , with a more conventional front engine/front wheel drive layout. If some of the companies currently making vehicles called UTV's decided to apply all of thier technology and experience they've learned with off road side by side UTV vehicles to a "smart sized car", specially in terms of chassis design , and very rugged body on frame design. A smart car based off UTV design principles using a truck type body on frame design would be extremely affordable to produce, very mechanically rugged, likely have a all wheel drive option and since it is body on frame, any type of body could be fitted, including a roadster, convertible, small station wagon, a small commercial type van for deliveries and small businesses. It could be a excellent seller. Companies like Yamaha, Kawasaki, Arctic Cat and Polaris could easily design something potentially competitive here.
      dkp50
      • 5 Months Ago
      WELL, THESE CARS ARE NOT DESIGNED FOR HWY DRIVING OVER LONG DISTANCES,,THEY ARE JUST SHORT TERM COMMUTER VEHICLES.. ANYONE BUYING THEM FOR ANYTHING ELSE THAN THAT IS PRETTY DUMB.. THE SAME CAN BE SAID FOR THE ELECTRIC CARS WITH 30-40 MI RANGES.. BUT, WITH SUCH HIGH PRICE TAGS FOR THEM, YOU BEST BE PRETTY WEALTHY TO OWN ONE OF THEM AND YOUR FAMILY SUV.. and a strpped down Ford Fusion can sell for over $6,000 less! they just have to not load it up with what used to be options to raise the profits .. regular size tires ( 14"-15") is all that is needed and they also cost 50% less than the "standard" 16-17" size, You don't need no Remote Ooutside Mirros, power seats and over 50% of the so called Former Options you have to buy with ********** a COMPACT car for Godsake.. make it one.. economical to buy and Put a 4 cycl Diesel Engine iin it, like they do in Europe and gets 30/50 mpg..
      tt1mich
      • 5 Months Ago
      This is a very poorly writing article because it lacks of some basic info ! What are the Smart's top speed and mpg ? how ********* reliability ? By the way, Smart's engine and tires do not last as long as other small sized cars. Because the size of the wheels are very small, its tiny engine must work even harder to drive the car to the same distance as the cars with bigger wheels. Let's say that the size of the wheels is 1/2 the size of the Impala's, than the Smart's tiny engine would have to work 2 times harder ( and the tires rotate twice times more) to move the car to the same distance: engine and tires wear out twice faster than the bigger cars'. The cost of repairs and replace the worn out Smart cars is more than the gas saving, so why bother to buy the tiny car with no comfort and actually costs more ?
      Joe
      • 5 Months Ago
      Buy a death trap and a junk no way.
      • 5 Months Ago
      Talking about fuel or gas prices, a Uk gallon currently costs over £6.30 for Gas or petrol, and £6.65 for diesel. The Smart ForTwo was originally a European concept, and still makes huge sense here in the Uk. If gas prices were similarly priced in the States as they are to the rest of Europe, the Smart ForTwo would be one big success story, but Gas prices in the US are still cheap compared to the rest of Europe.
      • 5 Months Ago
      Little car for little brained ,Starbucks laptop carrying ,cheap environmental Wacko!!!
      • 5 Months Ago
      Saw a video of kids in France who went Fortwo tipping. Funny stuff ! I mean... Don't do that kid's.
      • 5 Months Ago
      Smart car is slow but you can zoom around traffic, pull a u turn anywhere and park anywhere, i have a full size pick up and this car is perfect for that
      Richard
      • 5 Months Ago
      Many years ago BMW put out a three wheel smart car called the Isetta... It was beautifully engineered and got great mileage.. What ever happened to that car.... perfect for cities... absolutley not for the highway ..
    • Load More Comments