New competition taps carmaker's core values
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Smart has launched a competition to allow enthusiasts to style their own cars online in a new attempt to appeal to its urban, stylish fan base.
From January 6, budding smart car designers will be able to log on and customize their own vehicle, before submitting the finished product to smart for the chance of winning a €5,000 ($7215) prize. Winning entries will be selected by a panel of Mercedes-Benz and smart designers, with the company promising that users will "be surprised" by the jury. The competition runs until February 23 and the winner will be announced February 26.
The online design configurator will offer a multitude of colors, paints, patterns and shapes, as well as allowing fans to upload their own designs. Smart intends to build an online social community of smart-lovers through the platform, by allowing designers to rate, evaluate and comment on others' designs.
Bringing together design and social networking is an obvious step for the German brand, which closely identifies itself with art - in 2002 a smart fortwo was added to the permanent collection of the Museum of Modern Art in New York as a "contemporary design classic." Smart will be hoping to again tap its unique niche base of connected urban dwellers with the competition - 45 percent of smart fortwo customers are under the age of 45. In July 2009, the brand launched "Destination Smart," a global social networking site for drivers and enthusiasts.
"In our daily contact with our customers we keep experiencing how passionate they are about smart," said Marc Langenbrinck, managing director of smart brand. "The design contest offers all smart drivers and fans a platform to lend expression to their creativity."
Smart is not the first manufacturer to offer an online design configurator, although previous successful attempts have been sales previews from high-end marques. Ferrari provides a site for customers to preview the color, trim and wheels of the California model, whilst Aston Martin's website allows potential buyers to build a customized model of their choosing before sending the details to a dealership for a consultation.
http://www.styleyoursmart.com
http://www.ferraricalifornia.com/
http://www.astonmartin.com/configurator/
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments