Smart Returns to Its Roots — and Scales up in Europe: Interview with CEO Smart Europe Wolfgang Ufer

Why It Matters

The move blends smart’s heritage with a broader EV portfolio, positioning the brand to capture growing European electric‑vehicle demand and compete with larger manufacturers.

Key Takeaways

• Wolfgang Ufer now leads smart across 17 European markets.
• Smart’s portfolio includes fully electric #1, #3, #5 and upcoming #2.
• Germany shows strongest EV sales growth, driven by subsidies.
• #5 achieved record order intake, boosting brand’s volume.
• #2 aims to re‑introduce the iconic fortwo for mass market.

Pulse Analysis

Smart’s transformation from a niche two‑seater to a multi‑model electric brand reflects a broader industry trend toward diversification. Backed by Mercedes‑Benz and Geely, smart has rolled out three fully electric models—the compact #1, the midsize #3 and the larger #5 SUV—each targeting distinct lifestyle segments. This portfolio expansion mitigates the risk of relying on a single vehicle type and aligns with European regulators’ push for zero‑emission fleets. The upcoming #2, a modern reinterpretation of the classic fortwo, closes the gap in the lineup, promising a low‑cost entry point that could attract urban commuters and fleet operators alike.

In Europe, smart’s growth is anchored by strong performance in Germany, where generous subsidies and rising fuel prices have accelerated EV adoption among high‑income buyers. The brand also enjoys solid traction in Spain, France and the Nordics, particularly Norway, where electric penetration is near‑complete. The #5’s record order intake underscores demand for compact electric SUVs, while the #2 is positioned to capture a broader demographic—from young city drivers to senior users needing versatile mobility solutions. Smart’s strategy of leveraging existing Mercedes‑Benz dealership networks further enhances its market reach and after‑sales support, a critical advantage in a fragmented automotive landscape.

Looking ahead, the #2 launch in 2026 could be a catalyst for volume growth, potentially adding hundreds of thousands of units to smart’s annual sales. By re‑establishing the iconic fortwo silhouette within an all‑electric framework, smart aims to differentiate itself from pure‑play EV startups and legacy manufacturers expanding their electric ranges. If the brand can sustain its momentum and translate strong order books into deliveries, it may secure a meaningful share of the European compact EV segment, reinforcing the viability of niche brands in a market increasingly dominated by scale and sustainability imperatives.