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The premium electric automotive brand smart is advancing its global operations in 2025 through strategic market entry, product innovation, and high-profile partnerships. In the first half of the year, the company has emphasized innovation and sharpened its renewed brand image while expanding its worldwide presence.
Key Highlights
- Global Market Growth: In the first half of 2025, smart expanded into seven new markets and now operates in 38 countries and regions with over 580 stores worldwide.
- Product and Tech Advancement: The company has made significant strides in research and development, enhancing its long-term value and meeting diverse customer needs.
- Strategic Brand Collaborations: Through its “open your mind Experiences” campaign, smart has partnered with iconic brands such as BRABUS, Keith Haring, Disney, and Peet’s Coffee.
- Enhanced Driving Technology: The smart #5 introduced Navigation on smart Pilot (NSP) for enhanced driving assistance in mainland China and features an advanced AI-powered intelligent cabin.
Expanding Global Footprint
In the first half of 2025, smart made significant inroads into the global market, successfully launching in seven new markets across the MENA and Latin American regions. This expansion brings the brand’s total footprint to 38 countries and regions, supported by a network of more than 580 stores.
Mr. Tong Xiangbei, Global CEO of smart, stated, “In the first half of 2025, smart has accelerated global expansion by entering new markets and expanding our product offerings with innovative models.” He noted that significant R&D advancements are solidifying the company’s long-term value proposition.
Sharpening the Brand Image
smart officially launched its “open your mind Experiences” global campaign to create powerful emotional connections and unlock new possibilities. This initiative has led to several collaborations with iconic brands and intellectual properties.
A partnership with the Keith Haring Foundation combines street art with smart’s urban mobility vision, resulting in the smart #3 Keith Haring Art Car, with a production version planned for later this year. In China, a collaboration with Disney’s Mickey & Friends infuses the brand with imagination and fun, marking their second partnership. Additionally, smart co-created the #1 Crema Edition with Peet’s Coffee for the Chinese market.
“We actively bring the ‘open your mind’ brand claim to life through innovative collaborations with iconic global brands and IPs,” said Ms. Mandy Zhang, Global CMO of smart. “These partnerships embody our commitment to breaking boundaries and continuing sharpening our distinctive brand image across diverse cultures.”
Mindful Technology and Product Innovation
smart has continued to enhance its technology offerings in 2025. The smart #5’s Navigation on smart Pilot (NSP) function was activated in the Chinese mainland, providing customers with enhanced driving assistance. The vehicle is also the first to implement AI-powered interactions, advancing its intelligent cabin experience.
The smart #5 is continuing its global rollout, with the smart #5 BRABUS making its world premiere during Milan Design Week before successful launches in other European and Asian markets. As smart progresses through its “year of enhancing global operation,” it remains focused on delivering exceptional experiences through market expansion, innovative partnerships, and product excellence.
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