Because of its hip European style, its environmentally-conscious image, its fuel economy, and its novelty, the Smart Car will appeal to a large segment of American consumers.
Proposals for marketing the Smart Car in the United States:
The Smart Car will appeal mostly to consumers in urban and semi-suburban areas. Therefore, marketing should be targeted at that segment of the population.
I have no recommendations for product adaptations to the two-seater Smart Car. However, I strongly recommend that Daimler-Chrysler introduce the SUV model of the Smart Car because of the American obsession with the SUV. The SUV Smart Car will appeal to Americans who don't want the stigma of driving an SUV but who at the same time need the extra space.
The Smart Car will appeal to all ages and genders but will be best marketed toward well-educated consumers, college students, and persons of a liberal political philosophy.
The Smart Car will not appeal to persons who live in rural areas.
In advertisements,...
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