Edmund Chew interviewed Daimler-Benz's car marketing boss Dieter Zetschre about the Smart.
Smart is a poor product if I may say so, having driven the car. Is there any possibility of the brand being extended to other cars?
First of all, I must contradict what you said about the product. From the beginning, it has received extremely good reactions from our customers. It's much too early to judge its success, but Smart is a valuable project.
Even though Smart is new, we are convinced it has a critical position as a brand. It is clearly attracting a different kind of customer. Therefore, we will try to exploit this by developing further products.
Can Smart overlap more in size and features with the Mercedes-Benz brand?
The differences between Smart and Mercedes-Benz are not purely physical. It's not saying, a car below 2800mm is a Smart and above 3400mm is a Mercedes.
The brand is the message you get from the product.