This is not, strictly speaking, a deposit to buy a new smart car; the $99 is either refundable, or can be applied to the purchase price of a new smart, when the cars go on sale.
But the U.S. arm of smart wants to get a better feel for what customers are interested in—and how they would like their vehicle configured. What options would sell well? Which colors will be popular?
Armed with these facts, smart can then order the first batch of cars from Europe, secure in the knowledge that they at least know something about the kinds of cars their prospective audience wants.
In addition, by getting the name, address, and money from its prospective clientele, the company can then pass on their names to dealers, so that the dealers can start to build a relationship with the future customer.
Over 400 prospective dealers have met with Smart, in recent meetings in four major U.S. cities. Dealers who attended these meetings have to submit a business plan to smart by Feb. 23.
Dealers can offer highly personalized versions of the ForTwo to buyers; for instance, side door panels can be swapped out in as little as 90 minutes, to be replaced by a different design. Performance packages and foil wraps can also be offered.
Roger Penske’s UnitedAuto Group Inc., based in Detroit, is the parent company of Smart USA, the importer. It will utilize services from other Penske companies in starting up the Smart dealer network. An emergency roadside assistance plan for Smart customers will utilize Penske Truck Leasing, which already handles 1,000 calls in the morning hours alone, each day. Technicians will be graduates of the United Technical Institute, a Penske organization that has turned out 18,000 graduates over the years.
Via: AutoWeek