Smart car makes a comeback as a mid-size electric crossover

The automotive industry has long been characterised by a trend of increasing vehicle sizes with each new generation, and Smart, the brand once renowned for its diminutive city cars, appears to be embracing this philosophy wholeheartedly. In a bold move that signals a significant departure from its roots, Smart has unveiled a new five-passenger electric crossover in Australia, positioning itself to compete directly with Tesla's highly popular Model Y.

Smart's journey in the automotive world began as an innovative collaboration between the eccentric watch manufacturer Swatch and the prestigious German automaker Mercedes-Benz. Their initial vision was to create ultra-compact urban vehicles featuring interchangeable plastic body panels, a concept aimed at appealing to young city dwellers by offering unprecedented customization options.

Despite the fact that Smart's early offerings were widely regarded as subpar in terms of performance and comfort (with gear shifts so jarring they threatened to propel occupants through the windshield), the brand has managed to persevere. Its latest creation, the Smart #5, available in Summit Edition and Premium+ variants, made its global debut in the picturesque setting of Byron Bay, Australia. This new model represents a complete abandonment of the quirky micro-car concept that originally defined the brand, instead adopting a more mainstream aesthetic, incorporating advanced interior technology, and clearly setting its sights on broader market appeal.

The Smart #5 boasts a spacious interior capable of accommodating five adults comfortably, along with ample cargo space. Its design language embraces a robust, off-road-inspired look that, while not revolutionary, is likely to resonate with a wide audience. The company's executives seem particularly proud of this new direction, as evidenced by the statements of Dirk Adelmann, CEO of Smart Europe.

Adelmann expressed enthusiasm about Smart's foray into the mid-size premium SUV segment with the #5, emphasising that this move reflects the brand's dedication to quality, innovation, and its responsiveness to evolving customer needs. He views the #5 not only as a step up in terms of premium offerings from Smart but also as a gateway to exploring new possibilities within the realm of electric mobility.

To reinforce its adventurous persona, the Smart #5 comes equipped with features such as a roof light bar and an electric trailer hitch. For those seeking to fully embrace the outdoors lifestyle, an optional "Adventurers' Collection" package is available, adding underbody protection, a roof-mounted carrier basket, running boards, a side bag, and even a fire escape-style ladder for easier access to overland gear.

Smart is heavily promoting the #5's suitability for outdoor enthusiasts. Beyond the Adventurers' Collection, the vehicle offers remarkable versatility in its interior configuration. The seats can be adjusted to create sleeping spaces of various sizes, including king, queen, or single, transforming the car into a mobile sleeping quarters.

Apart from that, the #5 boasts an impressive 34 storage compartments, a generous 72-liter frunk (front trunk), and up to 1,530 liters of cargo space under the hatch, all designed to enhance the vehicle's practicality for camping and outdoor adventures.

This dramatic shift in Smart's product strategy raises intriguing questions about brand identity and market positioning in the ever-evolving automotive landscape. As traditional car manufacturers and new entrants alike grapple with the transition to electric mobility, Smart's bold move with the #5 exemplifies the broader industry trend of reimagining established brands to meet changing consumer preferences and technological imperatives.