The driving public is ready for change, and the fortwo opens the door for it.
by Jeff Reinke, Editorial Director, PD&D
Although garnering much less attention than other recent developments in the automotive marketplace, Daimler’s smart fortwo car recently celebrated its first year of availability in the U.S. Even if you haven’t seen the 8.8’ long x 5.1’ tall x 5.1’ wide “smart car” in person, you’ve certainly heard about these mini-vehicles and their greener benefits.
While their eco footprint is impressive, sales numbers in the neighborhood of 25,000 during this first year on U.S. soil haven’t drawn as much acclaim. Taken at face value it’s difficult to disagree with the lack of attention, but looking a little closer offers what I believe are some significant trends that will impact the future of vehicle design and represent a revolutionary paradigm shift amongst the driving public.
But first, a slight refresher on the background of these vehicles. The project was initiated in the early 1990s via a joint venture between Mercedes-Benz and the makers of Swatch watches, with Nicolas Hayek, the inventor of the Swatch watch, presenting his ideas for an “ultra-urban” car.
Full development started in 1994 and was followed by a debut at the Frankfurt Motor Show in 1997. Production began in 1998 in Hambach, France. That same year, smart became a 100 percent owned subsidiary of Daimler-Benz AG. Last year, smart USA Distributor LLC, a wholly owned subsidiary of Penske Automotive Group, began their exclusive distribution of the vehicle in the United States and Puerto Rico.
The smart fortwo delivers 41 MPG on the highway with a 1.0-liter, 3-cylinder engine that generates up to 70 HP. Its four models range in retail price from $11,990 to $20,990. Additional vehicle features include a 5-speed automated manual transmission, paddle shifters, alloy wheels, a tire pressure monitoring system, a hydraulic dual-circuit braking system and several other safety-focused systems.
Again, none of this is real impressive, until you look a little deeper. On a number of levels these smart fortwo offerings answer the call for what a growing number of consumers want:
Improved fuel mileage – check.
Simple functionality – check.
Green as Kermit’s nose – check.
- Safe – yes, check there too. Perhaps the biggest possible detraction from the smart offering was the risk associated with its size in navigating U.S. freeways. In response, Daimler engineers outfitted the vehicle with a tridion safety cell that surrounds occupants with an energy displacing system of longitudinal and transverse structural members that displace impact forces over a larger area of the car. For a clearer understanding of how this keeps the driver and passenger safe, just think of a NASCAR wreck where the vehicle is shredded, but the driver still manages to get out and thank his sponsors for the pleasure of repeatedly flipping on the nose and tail of his Wonder Bread, Powerade, Big Red Gum-sponsored Chevrolet. Additional, more traditional technology like Electronic Stability Control and ABS brakes are also part of the mix in adding to safety and performance. The vehicle’s shorter wheelbase is even a safety feature in that side impacts will be better absorbed by the wheels and tires of the fortwo, which are connected to either longitudinal structural members or axles that help to displace the crash energy.
- Variety – check. The higher-priced units offer sporty suspension, exhaust and handling packages that allow you to push all three cylinders to their limit. Now, you might never be Charlize Theron in her Mini Cooper from the Italian Job, but then again who really could be?
So what makes this vehicle the next potential rock star in the automotive world:
First, it has Roger Penske behind it. The guy is a winner and could offer some pretty unique competition when the fortwo is teamed with his recently acquired Saturn offerings.
It is a direct result of what a growing number of people want. It’s cheaper to purchase and keep running, simple to use and German engineering supports its safety claims.
It has 25,000 advocates from the most environmentally insensitive driving population in the world.
The system integration hasn’t forgotten creature comforts or vehicle technology enhancements. Features like ESP have been around in luxury vehicles for a while, but are just starting to make their way in to more general models, including the fortwo. Also, smart allows drivers to get their favorite color, audio system of preference and other upgrades with Brabus models.
Will the fortwo ever overtake the Mustang in the hearts of most Americans? Very doubtful. But then again, heart hasn’t been driving Americans to Toyota and Honda dealerships for the past 30 years. Chrysler has gone with Fiat. Ford, Toyota and the rest have smaller vehicle offerings either available now, or ready for introduction in the not-so-distance future. Hopefully, GM can find a smart answer of their own, because the driving public appears ready for a change.