In his first major interview since taking the helm at Smart Europe, CEO Wolfgang Ufer outlined a clear strategic vision: expand the electric portfolio while reconnecting with the brand's original DNA — compact, urban, and distinctly Smart. The company, which operates as a joint venture between Mercedes-Benz and Geely, sees Europe as a key growth market for its all-electric lineup.
The upcoming Smart #2 is described by Ufer as a turning point for the brand. Rather than simply adding another electric SUV to an already crowded segment, the #2 is positioned to resonate with European urban drivers who value practicality and a strong brand identity — something Smart built its reputation on with the original Fortwo city car.
The potential revival of a two-seater model signals that Smart is serious about differentiating itself in a market where rivals like Renault 5, Tesla, and Chinese EV brands are intensifying competition. A return to the brand's roots with a modern electric two-seater could carve out a unique niche, particularly in dense European cities where parking space and maneuverability remain daily concerns.
Ufer's scaling strategy for Europe involves both volume growth and brand sharpening — two goals that don't always go hand in hand. How Smart balances affordability with premium positioning, and local market nuances with a pan-European approach, will be closely watched by industry observers as the EV transition accelerates across the continent.
Source: smart returns to its roots — and scales up in Europe: Interview with CEO smart Europe Wolfgang Ufer - Electrive (EN)· Based on source, with AI-assisted rewriting.
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