It may look dumb, but 2008 car of the year is smart
Ideally, a “Car of the Year” should stimulate our auto emotions and mark our place in time.
Historically, cars that have redefined motoring include the Ford Model T, the Chevrolet Suburban, the post-war Jeep, the Volkswagen Beetle, the Chevrolet Corvette, the Ford Mustang, the Honda Civic, the Dodge Caravan, the Nissan 240Z and the Mazda Miata, just to name a few.
For 2008, Motor Trend magazine chose the Cadillac CTS as its “Car of the Year.” That’s a sensible selection, but I’m going with the Smart Fortwo.
While the CTS may have changed perceptions of Cadillac, the Smart Fortwo could change the way we think about urban transportation in general and our environmental responsibilities in particular. Certainly, Smart’s thrifty 3-cylinder engine marks an inflection point in automotive history. Current economic reality has grown so dire that several major makers of full-size trucks have idled their plants in the middle of the model year.
Against long odds of penetrating the American market in an enduring way, Smart carries the clout of automotive importer Roger Penske and the car’s parent Mercedes-Benz.
Others have tried this niche. A company in Hollister, Calif., created a nifty electric-powered three-wheeler called the Corbin Sparrow that went the way of the Dodo in 2003. The car was quick and fun to drive, but closer to a motorcycle than a car.
And the Sparrow did not have the benefit of a sales record in Europe and the nationwide reality of $3 per gallon gas. What will make the Smart car go in the U.S. is likely the vanity of American motorists who want something really different, the growing strength of the environmental movement and the affordability of the car at an entry-level price of $11,590.
For anyone unwilling to endure minimalistic motoring, the Smart Fortwo will be a hard sell. In terms of ride, acceleration and comfort, the Fortwo is a big step down from, the similarly priced Toyota Yaris, Nissan Versa or Honda Fit. While those comparatively roomy models are subcompacts, the Smart Fortwo is a micro car, a new category in mass marketing.
The Smart Fortwo asks a lot of its driver. Instead of the smooth-shifting automatic transmissions that have become commonplace on even the entry-level models, the Smart has an automated five-speed manual transmission. What this means is that the transmission pauses between gears, just as if you had pushed in the clutch pedal. The clutch is operated automatically.
Critics say the fuel economy is disappointing for such a small car. Under the old EPA standards of 2007, the Smart burned unleaded at the rate of 40 miles per gallon in the city and 45 on the highway. Under the new 2008 standard, the figures are 33/40. The hybrid Toyota Prius surpasses that at 60 mpg in the city, and some conventionally powered cars come close. However, the Prius, which gets better mileage in the city than on the highway, is not recommended for road trips. The Smart can carry you coast-to-coast, provided your luggage is not much bigger than a couple of backpacks.
Thinking futuristically, the Smart could be adapted to an electric motor, as is happening on piecemeal basis in Britain. A hybrid version might surface, though the lack of capacity could limit the options there. Long range, the Smart could someday run behind the first fuel-cell system, which is one of Daimler-Benz’s specialties.
One of the most significant breakthroughs for the Smart car is its remarkable safety. Mercedes, the world’s leader in automotive safety, has created a Tridion cage that engineers compare to the shell of a walnut. Smaller does not necessarily mean less safe, Mercedes engineers say, and they have the crash-test results to back that up.
To keep the cost down, Smart limited the standard warranty to two years or 24,000 miles, allowing buyers to option up to three years or 36,000 miles.
Although built to fit big cities where parking is at a premium, Smart is getting strong responses in smaller cities such as Austin, Texas, Penske said. Even Omaha, Neb., and Jackson, Miss., will have dealerships.
This car could boom or bust. Either way, it’s a bold move.
With sales beginning in earnest in 2008, more than 34,000 potential owners have placed $99 deposits on the Smart Web site, with deliveries expected to begin in January. So far, Penske has seen no need to hire an advertising agency, relying on press coverage and word of mouth for publicity.
“We’ve learned a real marketing lesson in how powerful the Internet is,” he said
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