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Mercedes Dealers Didn't Want Smart
Posted July 18th, 2006 At 10:00 AM CST

Mercedes-Benz CEO Dieter Zetsche and Chairman of the luxury brand's dealer council Doug Callahan standing behind the smart fortwo

AutoWeek has published an interesting article today taking a look at how American Mercedes dealers felt about the impending launch of the smart car in the United States.

To put it bluntly, they didn't want it.

According to Doug Callahan, chairman of the luxury brand's dealer council and owner of multiple Mercedes dealerships: "We asked them not to bring it to the United States because we did not think it was commensurate with the Mercedes-Benz image."

The dealers then went on to request that if DaimlerChrysler did decide to launch the smart here, that smart franchises "should be offered to all the Mercedes-Benz dealers and let the dealers make the decision."

Unfortunately for the dealers, neither request was granted.

As we all know, Daimler CEO Dr. Z made the announcement the smart will be introduced to American consumers in 2008, but rather than using Mercedes dealers to distribute the brand, a third party - UnitedAuto Group - will act as an independent distributor.

So what do Mercedes dealers think of Zetsche's decision? After a recent poll conducted by Mercedes' dealer council, the reaction to UnitedAuto getting smart is "split about 50-50."

For now anyways.

But let me tell you what's going to happen. In 2008, gas prices will rise to over $4 a gallon. Searching for a way to capitalize on the public's widespread disdain for the oil companies, media outlets will bombard American consumers with nearly constant stories offering suggestions as how to fight our dependency on foreign oil. Topping their list of suggestions will be, you guessed it, opting for the new... trendy... unbelievably fuel-efficient smart car, a fact that will result in the smart selling out at every dealership across the U.S. 

At this point, Doug, along with his supporters at the dealer's council, will wonder where it all went wrong. 

"Why didn't I sell the smart?" Doug will ask, quickly reminding himself the smart brand doesn't commensurate with the Mercedes-Benz image. 

Then, as if by fate, I, in my all black BRABUS smart fortwo, will arrive at Doug's dealership, repeating to him the same words I am telling him now:  "Doug, you're an idiot."

After a moment of contemplation, Doug, his eyes welling up with tears, will let out a faint, remorseful whisper:  "Indeed I am.  Indeed I am."

And that, ladies and gentlemen, is a glimpse into what will be.

You'll see.

For more info, head over to AutoWeek for their full article covering the introduction of the smart in the U.S.


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