Smart USA, headquartered in Bloomfield Hills, Michigan, sells the Smart Fortwo: a two-passenger vehicle that is produced in France by the Mercedes Benz car group. Smart Fortwo is the smallest car sold in the United States, and it is the most fuel-efficient vehicle outside of the hybrid cars. Smart Fortwo offers three different vehicle models, each with a different price point and a different package of standard equipment and options. When the Smart Car entered the U.S. market in 2006, and before a full network of dealerships was established, Smart USA discovered that it needed to connect with prospective customers in a different way. The company essentially took the Smart Car to consumers by (1) using a reservation program so they could move ahead in the sales process as the dealer network was being established and (2) conducting a SO-city road tour in 2007 where the vehicles were displayed and promoted. The Smart Fortwo defies traditional target marketing, and it appeals to all socioeconomic strata and cuts across all age groups. The reasons the Smart car appeals to different customer groups are price, size, and to serve as a second or third vehicle.

Video Discussion Questions
1. What methods did Smart USA use to test market the Smart Fortwo car among prospective customers?
2. What trends are influencing the market potential of the Smart Fortwo car?
3. How does Smart USA utilize buzz marketing