The only way that Smart is going to work is if DCX pulls a Saturn. Only with a twist. They are going to have to be a network of heavily branded urban dealerships where the shopping experience mirrors the name. And there is pretty much no association with other manufacturers in DCX family. The dealerships should sort of be like Starbucks but with cars -- small, hip, located within major upscale shopping districts: think North Michigan in Chicago or Friendship Heights/Chevy Chase in DC. Smart is going to have to bring on someone like Crispin Porter or Modernista to do some viral marketing and branding away from traditional auto sales. Jerry-rigging these into Dodge dealerships in suburban auto malls is not the right way to position this brand. In my not so humble opinion.
It actually sounds like I know what I’m talking about. Kinda.