Smart youngest automaker in the world. Car designed jointly Swatch watches and DaimlerChrysler, initially considered to be revolutionary: double that measured only 2.5 meters. The car had to be sold through 100 exclusive Smart dealers in Europe. However, sales of this innovative concept was far behind expectations. Initial estimates of sales 140 000 units a year soon reduced to 80,000 units, and even the revised target creates a real problem. The last attempt to DaimlerChrysler, to save the car was set Andreas Renschler - promising manager DaimlerChrysler - as new CEO Smart autumn 1999. The case describes the challenges faced Renschler, since he took over. The market has changed the ecology-oriented fun-oriented distribution system is considered inadequate, and CEO of DaimlerChrysler increasingly run out of patience on increasing losses Smart. "Hide
by Ulrich Steger, George Radler Source: IMD 24 pages. Publication Date: January 1, 2000. Prod. #: IMD120-PDF-ENG
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