In a bold move to reignite interest in its ultra-compact city car, Smart USA announced on July 8, 2010, a groundbreaking customization program for the Smart ForTwo. Known for its diminutive size and eco-friendly credentials, the Smart ForTwo can now be personalized in a way that sets it apart in the automotive world.
The new “smartExpressions” program offers customers the choice to paint their Smart ForTwo in any color they desire. While the basic six-color palette remains available at no extra cost, those looking to make a statement can opt for one of 93 additional colors for a premium of $1,550. And if none of those hues hits the mark, the program truly lives up to its name by allowing customers to specify “Any Color You Want.”
This innovative customization process involves painting the body panels at a dedicated facility before shipping them to the dealer for installation. Not only does this option apply to new cars, but current Smart ForTwo owners can also give their vehicles a fresh look with this offer.
For those seeking even more unique personalization, the program also includes the option of wrapping the car in patterns and designs, such as plaid, using a 3M vinyl film. While initially limited to pre-designed patterns, Smart USA promises that fully custom designs will soon be available. The wrap prices start at $1,350, making it a relatively accessible way to stand out on the streets.
The Smart ForTwo has been available in the United States since 2008, boasting an impressive fuel economy of over 40 miles per gallon on the highway. However, the brand has faced declining sales, with 2010 figures down more than 60% from the previous year—a year already marked by industry-wide sales struggles.
Despite its challenges, the Smart ForTwo remains an engineering marvel. Powered by a 3-cylinder engine, the two-seater is as long as most cars are wide, allowing it to be parked nose-to-the-curb in standard parallel parking spaces—a testament to its urban practicality.
Though production of the Smart ForTwo has ceased as of this year, the model, which debuted in Europe in 1998, leaves behind a legacy of innovation and forward-thinking design. With the “smartExpressions” program, Smart USA is giving its iconic car one last splash of color, ensuring it remains memorable in automotive history.
The story of Smart begins with a revolutionary vision: to create a car designed specifically for urban environments, combining compact dimensions with cutting-edge technology. Founded in 1994 as a joint venture between Swatch and Mercedes-Benz, Smart was initially conceived as a project to develop a stylish, efficient, and environmentally friendly city car.
The first Smart car, the Smart City-Coupé, made its debut in 1998. Renowned for its distinctive design and compact size, it quickly gained popularity in Europe. The two-seater vehicle, later known as the Smart ForTwo, was celebrated for its ability to navigate tight city streets and fit into parking spaces that would challenge conventional cars. Its unique Tridion safety cell, a visible frame structure, became a hallmark of the brand, offering both protection and a distinct visual identity.
Smart’s expansion into the United States came in 2008, where the ForTwo’s exceptional fuel efficiency of over 40 miles per gallon on the highway attracted environmentally conscious drivers. Despite initial enthusiasm, the brand struggled to maintain its sales momentum in the competitive U.S. market.
Throughout its journey, Smart continually sought to innovate. The brand introduced electric versions of the ForTwo, aligning with growing environmental concerns and the shift towards sustainable mobility. The smartExpressions program, launched in 2010, exemplified Smart’s commitment to personalization and customer-centric design, allowing buyers to customize their cars with a wide array of colors and patterns.
However, despite these innovations, Smart faced significant challenges. The rise of electric vehicles from established automakers, changing consumer preferences, and economic fluctuations all impacted the brand’s viability. In 2019, Smart ceased gasoline-powered car production, transitioning to an all-electric lineup in an effort to stay ahead of the curve.
Ultimately, these efforts were not enough to sustain the brand in the long term. In 2024, Smart closed its doors, marking the end of an era for the pioneering automaker. The brand’s legacy, however, lives on. Smart will be remembered for its bold approach to urban transportation, its distinctive design philosophy, and its early contributions to the electric vehicle movement. The impact of Smart’s innovations continues to influence automotive design and city planning, ensuring that its pioneering spirit endures in the annals of automotive history.
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