Smart Tone of Voice — Urban & Clever

Tagline: "Open your mind"

Industry: Compact Vehicles

Sector: Automotive

How Smart Communicates

Smart ties cars to clever, unconventional city driving. "Open your mind" frames the brand around tiny, nimble cars built for tight urban spaces — urban, clever, unconventional. The voice is tiny-city-car and playful, selling a rethink of what a car needs to be, positioning Smart around its famously small two-seaters that squeeze into any parking spot, inviting people to let go of the assumption that bigger is better and embrace a smarter, more compact way to get around the city.

Tone Words

Smart's brand voice is defined by the following tone words: Urban, Clever, Unconventional.

Communication Style

Language Style: Tiny-city-car
Sentence Type: Command
Tense: Present
Expression: Imaginative

Smart Brand Story

"Open your mind" invites drivers to rethink what a car needs to be. Smart's clever, unconventional approach challenges the assumption that bigger is better, offering purpose-built urban vehicles that make city life easier. The phrase works on multiple levels—opening minds to new possibilities while the compact cars open up parking spaces and reduce urban congestion.

Brand Message

Challenge conventional thinking about urban mobility

Brand Mission

Create intelligent solutions for urban transportation

Brand Positioning

Core Concept: Urban Intelligence

Central Tension: Conventional vs. Innovative

About Smart

Smart (stylized in lowercase) is a Chinese German automotive marque established in 1994. Smart Automobile Co., Ltd. is a joint venture established by Mercedes-Benz AG and Zhejiang Geely Holding Group in 2019 and aimed at producing Smart-badged cars in China to be marketed globally. The venture is headquartered in Ningbo. Originally, Smart was known for producing microcars and subcompacts, primarily the Fortwo and Forfour, at Smartville in Hambach, Moselle, France and additionally at Renault's Revoz plant (Novo Mesto, Slovenia). Since its restructuring in 2019, the brand now produces small battery electric vehicles at a manufacturing plant in China, with distribution, marketing and aftersales activities in Europe handled by Smart Europe GmbH, which is headquartered in Stuttgart, Germany. The marque was founded in 1994 by Micro Compact Car AG (MCC), a joint venture between SMH (makers of the Swatch brand of watches) and Daimler-Benz. MCC became a wholly owned subsidiary of Daimler-Benz in 1998, and was subsequently renamed MCC smart GmbH, then smart GmbH. smart GmbH was then absorbed by DaimlerChrysler (later Daimler AG) in 2006, making smart a marque within the Mercedes-Benz Cars division...

Frequently Asked Questions About Smart

What is Smart's tone of voice?

Smart uses a urban, clever, unconventional tone of voice. Their communication is tiny-city-car, typically using command-style sentences in the present tense. Their tagline "Open your mind" exemplifies this voice.

How does Smart communicate with customers?

What is Smart's brand message?

Smart's core message: Challenge conventional thinking about urban mobility Their mission: Create intelligent solutions for urban transportation

What is Smart's slogan?

Smart's slogan is "Open your mind". It carries their urban, clever, unconventional voice.

What is Smart's mission?

Smart's mission: Create intelligent solutions for urban transportation

What makes Smart's brand voice unique?

Smart stands out through their urban, clever, unconventional communication style. Their central brand tension, "Conventional vs. Innovative", shapes how they communicate across the Automotive sector.

What language style does Smart use?

Smart uses tiny-city-car language, with imaginative messaging, in command-style sentences, using the present tense.