ATLANTA, May 20, 2016 /PRNewswire/ -- As smart USA – the brand that created the microcar segment – prepares to round out its next generation model line with the introduction of the smart fortwo cabrio this summer, launched a new campaign this week that features the many ways the smart fortwo complements the lifestyle of the savvy urban driver. Dubbed "city smart," the campaign highlights the daily struggles of city driving – ranging from parallel parking to tight U-turns to uphill starts – from behind the wheel of the versatile 2016 smart fortwo.
"city smart" consists of five spots that connect the unique benefits and personality of the smart brand to iconic U.S. cities, reinforcing how smart cars are ideally matched to urban settings. Vehicle features highlighted include smart fortwo's 22.8-foot turning circle (the smallest of any car on the road), ability to fit in tiny parking spaces, powerful JBL® sound system and more.
"We're always trying to innovate inside of the smart marketing mix to bring to life the vehicle's unique benefits," said Mark Aikman, General Manager, Marketing Services at Mercedes-Benz USA. "Even on the obstacle course that is city driving, the smart fortwo's size, powerful new engine and technology upgrades make driving a joy."
The "city smart" campaign targets consumers on mobile, digital and in specific markets through a 360-degree campaign that includes broadcast spots in priority markets, digital content and partnerships, and online ads. Links to the digital videos are available here:
To further showcase smart's urban agility, the brand will launch a multi-city roadshow this summer, where consumers can find out more about the smart fortwo and test drive the vehicles. Cities and dates will be announced in the coming weeks.
smart, a part of the Mercedes-Benz USA portfolio, is headquartered in Atlanta. The smart model line consists of eight fortwo models in both gasoline and electric. All smart models sold in the U.S. are covered by a four-year, 50,000-mile new vehicle limited warranty.
Classified as ultra-low emissions vehicles by the State of California Air Resources Board, smart models are 8.8 feet long and just over 5 feet tall by 5 feet wide. Despite their microcar exterior dimensions, smart vehicles are surprisingly roomy inside and have a full array of technological and safety features including the patented tridion safety cell, and eight airbags in the coupe and six airbags in the cabriolet, which is designed to protect occupants in the event of a collision. All smart vehicles, designed to be 85% recyclable and over 95% reclaimable, are produced in the environmentally oriented "smartville" factory in Hambach, France.
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SOURCE Mercedes-Benz USA