I saw this article and thought how smart caught a trend at just the right time.



The Next Marketing Challenge: Selling to 'Simplifiers'



"Watch out for a new brand of consumer in 2008: the middle-aged Simplifier. "



"Third, their stuff embarrasses them. Their Range Rovers no longer tell the world that they are sophisticated town and country socialites. There are simply too many of them on the road to offer much… Continue

"How do you like it" comes some voice seemingly out of no where. I turn around and find the owner of the voice and answer somewhat uncertainly "it is a lot of fun". I wish I had a better answer. There is truth in the answer -- the car is fun. But the answer does not really sum up "how I like it".



A better answer would be that "it is very satisfying".



There is something uniquely satisfying about the way this car delivers the type of transportation I require, just good… Continue

After four months of ownership I continue to be enthusiastic about this car. The previous car is such a distant memory that it doesn't even occur to me that I had a larger car. This is so adequate to my needs that I don't even think of it as small -- with the exception of seeing it parked next to other cars. It makes me smile to see how appropriately sized it is. It is hard to describe why that is important to me.



Before I decided on this car (and waiting a year for it), I thought… Continue

I like the story that says that "smart" is an abbreviation for swatch-mercedes art car. I much prefer to think of my car as an "art" car than a "smart" car. I am sold on its craftiness of being a perfect fit for what I need in transportation. The size, the feel, the drive,... it is all just right just as it is: a work of art.



I like the way it says it is my choice in transporation, capturing my independence, and liberty from the obligations that come from all of the other cars to be… Continue