DaimlerChrysler drängt mit Smart in die USA

[Elch]

Paris, 27. Sep - Trotz des anhaltenden Widerstands der Behörden versucht DaimlerChrysler<DCXGn.DE>, dem Kleinwagen Smart den Weg in die USA zu ebnen.

"Wir sehen ein großes Interesse in den Vereinigten Staaten", sagte Smart-Chef Andreas Renschler im Interview mit Reuters auf dem Pariser Autosalon. Ein Auto für die einsamen Langstrecken im Mittelwesten sei das Gefährt zwar nicht, räumte er ein. Zur Lösung der städtischen Verkehrsprobleme war der Smart 1998 auf den Markt gekommen, doch auch in Großstädten wie Los Angeles und New York fällt es schwer, ihn sich hinter überlangen Chevrolet- Limousinen und auf der Höhe des Auspuffs von Jeeps und Pickups vorzustellen. 8000 Mal müsse sich der Smart in den USA nach der Rechnung Renschlers im Jahr verkaufen, um dort rentabel zu sein.

Noch allerdings verhandelt DaimlerChrysler mit den Behörden in den USA, die sich vor allem an der Kraftstoffzufuhr des Smart stören. Ein Filter müsse eingebaut werden, fordern sie. Doch der ist zu klein für die Konstruktion des gerade 2,5 Meter langen Kleinstfahrzeugs. Eine Entscheidung sei nicht absehbar, sagte Renschler. Für Kanada sei er optimistischer.

In Paris hat Smart den ersten Schritt zur Erweiterung der Produktpalette getan. Der Smart Roadster, der dort vorgestellt wird, soll im April 2003 auf den Markt kommen. Schon mit 10.000 Stück pro Jahr soll er Renschler zufolge rentabel sein. "Der Roadster ist sportlicher, dynamischer - ein emotionales Auto, mit dem sich der Käufer identifizieren kann", sagte der Smart- Chef. "Das Augenmerk auf die Umwelt allein reicht nicht." Das Roadster Coupe folgt ebenfalls noch im nächsten Jahr. Zuletzt hatte sich das Wachstum der Smart-Verkaufszahlen verlangsamt. Mit 116.000 Einheiten im vergangenen Jahr hinkt er hinter dem Ziel von 200.000 Stück pro Jahr hinter her, das man sich 1998 ehrgeizig gesetzt hatte.

Zusammen mit DaimlerChrysler-Partner Mitsubishi<7211.T> arbeitet Smart, der den aus der Gründungszeit stammenden, so sperrigen Namen MicroCompactCar Smart GmbH um die ersten fünf Silben gekürzt hat, an einem viersitzigen Smart.

 

[Elch]

DaimlerChrysler's tiny Smart has big U.S. ambitions

PARIS, Sept 27 - DaimlerChrysler's <DCXGn.DE> pod-like, easy-to-park Smart cars have made their mark on Europe's cramped streets and now the group is eyeing a bigger challenge -- the United States, with its huge motorways and gas-guzzling trucks.

"There is a lot of interest in the United States," Smart car chief Andreas Renschler told Reuters in an interview at the Paris Motor Show.

"Obviously it is not a car for the Midwest, but maybe in California and the East Coast cities and Florida," he said.

Smart sold about 116,000 of its small cars in 2001 and analysts estimate annual revenues of about $1 billion, but due to high total investment costs, thought to be about 2.5 billion euros, Smart does not expect to break even until 2004.

When Smart debuted in 1998 the tiny two-seater, whose length is roughly equivalent to other cars' width, were marketed as an answer to urban mobility problems.

They also appealed to European consumers' environmental conerns -- the Smart CDI travels 29.4 kilometers on a litre of fuel, making it DaimlerChrysler's most fuel efficient car.

Having also entered the Japanese market, Smart now wants to tap the huge potential of the world's largest car market.

However, Smart's ambitions in the U.S. are currently being frustrated by regulations which require adjustments to Smart's fuel system. The cars would need a fuel filter which is too big to fit easily in the tiny car.

Renschler said Smart is in talks with U.S. authorities about finding a solution but he does not know when a decision will be reached, but is more confident about reaching approval to sell the cars in Canada.

Renschler, who previously oversaw the launch of Mercedes' U.S. M-Class sport utility plant in the southern state of Alabama -- said Smart needed to sell about 8,000 vehicles to be profitable in the U.S.

Industry analysts are sceptical of the tiny car's chances in America where there is plenty of space for big cars and low petrol prices stunt demand for fuel efficient vehicles.

ROADSTER REVS UP

Smart's growth will also come from new models, said Renschler. At Paris, the group unveiled the sporty Roadster, which hits the market in April 2003 with a longer front end and open top.

It is hard to imagine how the very tall Renschler and Juergen Schrempp, chief executive of parent company DaimlerChrysler, fold into the little cars they admired at the show, but the Roadster is important for Smart.

"The introduction of the Smart Roadster and the Smart Roadster Coupe next year is the first decisive step in the extension of the product range of Smart and underlines the potential of the brand," said Smart in a press release.

Renschler hopes the Roadster, which breaks even at 10,000 units a year, will enhance the dynamism of the brand.

"The Roadster is more sporty, dynamic -- it is an emotional car with which the customer identifies himself," said Renschler.

"The focus on only environmental issues is not enough," he added.

Smart is also working with DaimlerChrysler's Japanese partner Mitsubishi Motors Corp <7211.T> on a four-seater Smart.

Analysts have criticised DaimlerChrysler for continuing with the Smart project, originally the brainchild of the founder of Swatch, especially at a time when it was struggling to turn around its U.S. Chrysler arm.

In the last 18 months, however, DaimlerChrysler has sought to exploit cost savings between its many global brands and partners and Smart is no exception. While cooperating with Mitsubishi, it still works alongside the luxury Mercedes brand.

"For us it is important to use the synergies for example in the sales network with Mercedes Benz," said Renschler. But Smart will never be a profit driver for the world's fifth largest automaker. According to CSFB, the mini and small car segment accounts for about 40 percent of the European market's volume but only about one percent of profits.