Insiders! We’re considering a new tagline for smart, and we want your feedback on it. Take a look at this quick poll and give us your honest opinion...we can take it! Your help will go towards making smart the best brand possible, so we thank you in advance for taking a moment and participating in our poll. Cheers!

http://smart.cr/Q71vuZ

Tags: taglinetesting

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Really REALLY stupid.  I am just hoping that someone decided to translate something from German and you did not pay any marketing dollars for this.  You are weakening the link between Smart and Mercedes, which is the last thing in the world I think you want to do.  I get asked about the car a lot but folks seem reassured when I tell them it was engineered by Mercedes.  This makes it sound like a little of it was and a lot done by someone else.  Like I said, I sure hope you didn't pay a lot of money for something so stupid and insipid

Change it to "smart, engineered by Mercedes-Benz" - which it is.   This slogan, or something like it, was brought up to smart USA during the PAG years and also since the transition to M-B.  Amazing that it took so long to percolate through the organization.   Print up some decals and slap them on the rear window of every smart imported into the USA - no downside that I can see.

Yeah!  That's a winner.  

What's lostksbearindallas all worked up about?


jwight said:

Change it to "smart, engineered by Mercedes-Benz" - which it is.   This slogan, or something like it, was brought up to smart USA during the PAG years and also since the transition to M-B.  Amazing that it took so long to percolate through the organization.   Print up some decals and slap them on the rear window of every smart imported into the USA - no downside that I can see.

Great idea. Definitely change the slogan to BY Mercedes-Benz.

I second that. "by". MB is the owner not a partner. (Does this have something to do with the 2015 Renault?)

MJB

Micki Romary said:

Great idea. Definitely change the slogan to BY Mercedes-Benz.

I think the smart, engineered with Mercedes Benz is great. I think it will attract more buyers since not everyone knows that smart is engineered by MB. I agree with the others in that engineered BY Mercedes Benz does sound better.

+1 .......   "smart, engineered by Mercedes-Benz"

I like the idea of a new slogan and tying Smart with Mercedes Benz, who makes them.  Many Americans STILL do not realize the connection and are concerned about the vehicle's safety.  There are lots of Mercedes Benz Sprinters where I live and that seems to promote the brand more than diminish it, if that is the fear of MBUSA.  Whether the slogan is "Smart engineered by Mercedes Benz" or "Smart, engineered with Mercedes Benz" I think this is a step in the right direction for marketing.

I also wanted to add that the "Monroney sticker" (the sticker on the car with MPG and all the features, options, and price)  should also include "A Mercedes Benz Product" or some such thing to help people make that connection.  If you shop for a Mini, all the stickers allude to BMW and I think that is a good practice for Smart to adopt, if not placing an actual badge or "Mercedes Benz" script under the Smart logo on the actual vehicle somewhere.  

Wow, you guys blew us away with all your thoughtful feedback. We're passing this data on to our market research team, and we'll be posting the formal outcome soon!

Awesome! Thank you!



jwight said:

Change it to "smart, engineered by Mercedes-Benz" - which it is.   This slogan, or something like it, was brought up to smart USA during the PAG years and also since the transition to M-B.  Amazing that it took so long to percolate through the organization.   Print up some decals and slap them on the rear window of every smart imported into the USA - no downside that I can see.

Larry responds:

Won't it ruin the Mercedes-Benz brand?  Smart ISN'T from Mercedes-Benz any more than Sprinter.  It's from a spinoff called Daimler Vehicle Innovations.  Notice "Mercedes" isn't mentioned in that name.  Daimler has many companies, Mercedes-Benz, Daimler Vehicle Innovations (Smart and Sprinter) and many others.  They are only related by their connection with the master money mongers at HQ.  Mercedes cars come in DIESEL...(c;]

Hello Insiders!

We wanted to send out a quick update to let the community know that we are in the final stages of compiling our tagline testing results. From the insightful comments you submitted alongside your vote, we can see there was a great deal of buzz over our use of the phrase "engineered with Mercedes-Benz." @JWight was right on the money in terms of how we wished we could have phrased the tagline. We appreciate your participation and stay tuned next week for the final results!

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