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Daimler to Spend $35 Million on smart US Brand Marketing

Daimler’s smart brand of compact cars has really struggled to keep its foothold in North America, as sales have plummeted by 76 percent in the past two years. In 2010, their deliveries only totaled 5,927 units, compared to the 24,622 from 2008.
Things might take a turn for the better soon, however, as Mercedes Benz taken command of operations starting July 1st of this year, with Tracey Matura as the general manager. The German automotive giant will invest a total of $35 million (€26 million) to relaunch the brand, as a new generation of vehicles will hit showrooms in coming years.

“With the marketing activities that we’re going to have, we’ll see some positive momentum,” Ernst Lieb, head of Mercedes U.S. operation, said in an interview with Bloomberg this week in Montvale, New Jersey. “The biggest problem the car has right now: Nobody knows it.”

Their renewed attempts to sell the smart brand of small cars to US customers comes as acceptance of these products brows, with Fiat’s 500 a noteworthy example.

“Their problem is not marketing or lack of awareness,” said Jesse Toprak, an industry analyst with TrueCar.com, a website that tracks automotive sales. “Their problem is that their car as it stands now simply doesn’t fit the U.S. driver’s needs. Unless they offer a new product that is more practically fitted to U.S. driving habits, they’re simply not going to do much.”
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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