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October 31, 2007

Is Fortwo a Smart Brand Naming Move?

logo_smart.gifI am interested to see whether the 2008 Smart Fortwo will be getting good press in the U.S., where people are a little reticent about really small cars.

smart_fortwo.gifThe president of Smart Fortwo USA claims that "It's a new brand, a new car, a new everything, even a new segment - the microcar segment." And the brand name may be catching on with at least some of us.

It's a "smart" move during the times when people are worried about emissions, not least because the new "micro-hybrid" (not to be confused with the new name "microcar") was dubbed the "CO2 champion" in Frankfurt last month.

Cute names have worked before, of course, like the Beetle. But I have to wonder if this shift in brand naming is a strategic move on the part of the company that signals the general acceptance of small being a new big or not?

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Posted by William Lozito at October 31, 2007 10:53 AM
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1 Comment

I looked at the headline and thought "Fort-wo?" Perhaps better to have spelled it with a numeral.

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