WOLF-EIKE GALLE

2021+ smart (brand relaunch Europe)

Project

With the joint venture of Mercedes-Benz and Geely and a new product line-up, smart had to grow from a two-seater city car into a full-fledged, elevated multi-product car brand. The challenge was to relaunch a brand known for one iconic product across Europe and convince people that smart can stand for something bigger without losing what made it loved.

Approach

A brand relaunch that keeps smart’s original idea of clever urban mobility, but opens it up to a new, larger and fully electric product family. It defined a new brand attitude and a launch narrative for the smart #1 that works across European markets.

Result

+8% sales worldwide, first half of 2026

+140% sales in Germany, first half of 2026

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