Mercedes Benz, a brand known in China (among other countries) for selling expensive luxury cars – is focusing on the China market with its new brand “Smart”.
In this context, “Smart” seems to mean “cheap and small”. This ad contrasts larger expensive cars that are hard to park in China’s congested urban areas to cheaper easier to park Smart cars.
Cheap is certainly a valid point – but I’m not sure how the “easier to park” or “more parking space” benefit will manifest, nor am I totally sure it’s a desired benefit; I mean no matter how small your car is, it will always take up at least one parking space right?
The ad seems to miss the environmental advantage, as well as the agility of Smart cars on China’s tight streets, which to me is a bit of a bummer – the focus on economic value is definitely there; but it seems to forgo other great features for the questionable “you can have more of these parked into one space” USP.
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{ 3 comments… read them below or add one }
Does the “Buick” adverse learning-curve, when it attempted to leverage their big-car goodwill to market entry level cars, apply here? Doesn’t this ad argue against buying the bigger cars in the Mercedes’ product line?
As a normal Chinese citizen, I don’t get the point after watching this ad.
What is been told is this model is small.
but, what is the type of engine?
How is the car?
I am the person who take out money to buy cars, there are several small cars available, why should I choose this one?
I think this ad has not shown the main advantage of the car.
and,
P.S. my girlfriend even did not know this is a Benz car.
seems that, the logo is also not clear.
what a pity.
Great blog, definitely invaluable to everyone with any interest in communications.
Regarding the Smart Car advertising, I think the USP itself isn’t the problem, it’s that the creative didn’t work hard enough to present it as a solution to urban drivers.
China’s cities, with its hectic traffic, narrow roads and tight corners, begs for smaller cars. Especially since the alternative–a Vespa clone–is far more dangerous to the driver. Yes, you can fit more smart cars into parking spaces, but the point is you can also fit a smart car in many of the places regular cars can’t–like alleys, shortcuts, and even between other vehicles during those huge commuter pileups.
I applaud them for trying to do something different, I just wish it were more effective at conveying the serious reasons somebody would consider getting a smart car.