Smart
Smart is a premium electric vehicle brand operated as a joint venture between Mercedes-Benz AG and Geely, designing and selling all-electric SUVs and city cars across 41 global markets through direct sales and dealer networks, targeting urban professionals, premium family buyers, and lifestyle consumers.
- Company typePrivate
- Founded2019
- HeadquartersStuttgart, Germany
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Smart does
Smart is a premium electric vehicle brand operated as a 50/50 joint venture between Mercedes-Benz AG and Zhejiang Geely Holding Group, established in 2019 under the legal entity smart Automobile Co., Ltd., headquartered in Hangzhou, China, with a European headquarters in Leinfelden-Echterdingen, Germany. The company designs, manufactures, and distributes all-electric vehicles (and now plug-in hybrid powertrains) leveraging Mercedes-Benz design expertise and Geely's electric vehicle platforms. Its current portfolio includes the smart #1 compact SUV, #3 sports utility coupé, #5 premium mid-size SUV, and the upcoming #2 two-seater city car and #6 EHD premium fastback sedan (the latter exclusive to China).
Core technology spans the proprietary Electric Compact Architecture (ECA) for ultra-compact vehicles with a 35.7 kWh battery and ~300 km WLTP range, an 800-volt high-voltage platform enabling sub-20-minute DC fast charging and up to 590 km WLTP range in the #5, and an intelligent cockpit powered by an AMD V2000 chipset with dual 13-inch OLED displays and a 25.6-inch AR head-up display. Advanced driver assistance includes Smart NSP Pro urban pilot assisted driving, Autonomous Emergency Braking, Driver Monitoring, and Child Presence Detection via 60GHz millimeter-wave radar. AI capabilities are augmented through DeepSeek R1 generative AI integration via OTA updates.
The business model is hardware-centric, with revenue generated primarily through vehicle sales priced from approximately EUR 20,000-22,500 (target #2) up to S$273,000 (#5 Premium in Singapore) and RMB 189,900 (#6 EHD in China). Distribution operates through a hybrid direct-to-customer model combined with 688+ retail outlets across 41 countries as of early 2026, supported by strategic regional distributors in Latin America, Middle East, Africa, and Oceania, plus shop-in-shop activations within the Mercedes-Benz European retail network. Primary customer segments are urban professionals, premium family buyers, and lifestyle-oriented premium consumers, with a notable B2B partnership with TUI for tourism-sector fleet electrification.
Smart firmographics
Firmographics- Name
- Smart
- Legal name
- smart Automobile Co., Ltd.
- Website
- https://media.smart.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Smart is a premium electric vehicle brand operated as a joint venture between Mercedes-Benz AG and Geely, designing and selling all-electric SUVs and city cars across 41 global markets through direct sales and dealer networks, targeting urban professionals, premium family buyers, and lifestyle consumers.
- Ownership category
- akta.pro rank
Where Smart is headquartered
LocationHeadquarters
- HQ city
- Stuttgart
- HQ country
- Germany
- HQ region
- Europe
Offices3 records
Markets served
Smart business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel, Infrastructure
Revenue model
- Electric Vehicle Sales: Primary revenue from selling all-electric vehicles across multiple segments: compact SUV (#1), sports utility coupe (#3), mid-size SUV (#5), and upcoming city two-seater (#2) and fastback sedan (#6 EHD). Vehicles sold through direct sales model and dealer networks globally.
- Fleet/Partnership Sales: B2B sales to corporate partners including TUI for co-branded EVs for employees and resort destinations, with goal to convert service vehicles to electric by 2030.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | smart #5 Premium mid-size SUV starting price in UK |
| One time/ perpetual license | Pay-as-you-go | smart #6 EHD premium fastback sedan starting price in China |
| One time/ perpetual license | Pay-as-you-go | smart #2 electric two-seater target pricing in Europe |
| One time/ perpetual license | Pay-as-you-go | smart #6 EHD pre-order pricing in China |
| One time/ perpetual license | Pay-as-you-go | smart #5 Premium version pricing in Singapore |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Smart product offering
Product offeringCore offering
Smart designs, manufactures, and sells premium all-electric vehicles including the smart #1 (compact SUV), smart #3 (sports utility coupé), smart #5 (premium mid-size SUV), and upcoming smart #2 (two-seater city car) and smart #6 EHD (plug-in hybrid fastback sedan). The vehicles are sold through a hybrid model combining direct-to-customer sales, dealer networks, and regional distributors across 41 global markets in China, Europe, Middle East, Southeast Asia, Oceania, Latin America, and Africa.
Differentiator
Problem solved
Functional benefit
Brands
- smart #1: All-electric compact SUV - the first model in the renewed smart portfolio
- smart #2
- smart #3
- smart #5
- smart #6 EHD
Products and services
- smart #1 The smart #1 is the all-electric compact SUV and the first model in the renewed smart portfolio. It targets urban professionals and premium buyers seeking a compact, maneuverable EV for city mobility. The model achieved 60.7% growth in German EV registrations in 2024 and earned Red Dot Design Awards.
- smart #2 The smart #2 is the all-electric two-seater city car, the reinvention of the iconic Fortwo, featuring the new Electric Compact Architecture (ECA) platform with a 35.7 kWh battery, approximately 300 km WLTP range, DC fast charging (10-80% in under 20 minutes), and a 6.95-meter turning diameter. Targeted pricing under 22,500 euros in Europe.
- smart #3 The smart #3 is the brand's first-ever sports utility coupé, a sporty electric SUV coupé. Available in BRABUS performance variants offering enhanced power and dynamic handling. Won Performance Electric SUV of the Year 2025 in Singapore and named among 'Hot 25 Cars of the Year' in Australia.
- smart #5 The smart #5 is the first-ever premium mid-size SUV and the most spacious and versatile model in the smart lineup. It features up to 590 km WLTP range, 800V platform, AMD V2000-powered intelligent cockpit with dual 13-inch OLED displays and 25.6-inch AR head-up display, Sennheiser Signature Sound System, Child Presence Detection, and Smart NSP Pro urban pilot assisted driving. Starting price of £39,800 in the UK. Awarded Norway's Car of the Year 2026, Family Electric SUV of the Year at 2026 What Car? Awards, and Euro NCAP Best in Class for Safest Large SUV 2025.
- smart #6 EHD The smart #6 EHD is the first premium fastback sedan with Electric Hybrid Drive (EHD) technology, the brand's first plug-in hybrid. It combines Mercedes-Benz design with Geely's SEA architecture and Leishen hybrid technology, delivering up to 1,810 km combined CLTC range and 3.9L/100km fuel consumption. Features include LiDAR standard, dual 13-inch OLED displays, and shark-inspired design. Starting price of RMB 177,900 in the Chinese market. Exclusively for the Chinese market.
Quantifiable outcome
- Up to 590 km WLTP range with smart #5
- +4 more outcomes
Companies that use Smart
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles5 records
Smart technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability9 records
Feature6 records
Smart partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core, minor, strategic and flagship.
- Prestige Auto S.A.U.corePartnership with Prestige Auto S.A.U., exclusive representative of Mercedes-Benz in Argentina, for Smart's return as 41st global market. Prestige Auto acquired local Mercedes-Benz operations in June 2025, bringing automotive legacy and premium market expertise.
- Jessie JminorGlobal partnership with multi-platinum UK singer-songwriter Jessie J as 'friend of the brand' launching 'Change of Perspectives' as smart's global brand campaign for 2026. Smart #5 featured as co-star in new brand film.
- Auto NejmacoreStrategic partnership with Auto Nejma for Morocco market entry. Full product portfolio launch (#1, #3, #5) simultaneously, first time smart introduced complete lineup in a new market. Products available in 5 cities including Rabat, Casablanca, Marrakesh, Tangier and Agadir.
- Juffali Automotive CompanycoreStrategic partnership with Juffali Automotive Company for Saudi Arabia market entry. Juffali is an established automotive distributor with over six decades of experience in the region.
- Keith Haring FoundationcoreCollaboration with Keith Haring Foundation to create smart #3 Keith Haring Art Car, debuted at Auto Shanghai 2025 and IAA Mobility 2025. Partnership embodies shared philosophy of 'intelligent use of space' and makes art accessible to everyone.
- TrekcoreExtended partnership with Trek for co-creation projects including custom smart #5 with Trek's Project One ICON 'Couler' design inspired by Tour de France. Joint '4+2 lifestyle' activities including guided riding experiences and Tour de France viewing parties. Third collaboration following smart x Trek Madone Gen 8 and smart x Trek Rail+ e-MTB projects.
- TUIminorPartnership with TUI to develop co-branded electric vehicles for employees, customers, and resort destinations. Initiative aims to integrate e-mobility into holiday experience as part of TUI's strategy to convert majority of service and guest transfer vehicles to electric by 2030.
- Armstrong'scorePartnership with Armstrong's, one of New Zealand's largest independent automotive groups, for smart #1 and #3 launch in New Zealand.
- InchcapestrategicStrategic partnership with Inchcape, global automotive distribution leader, for Latin American expansion into Colombia, Uruguay, and Ecuador. Building on successful Chile launch in January 2025.
- TGF Group (T. Gargour & Fils Group)strategicPartnership with T. Gargour & Fils Group to expand into Lebanon and Jordan, increasing business network coverage to 34 countries and regions in Middle East.
- Kaufmann GroupcoreStrategic partnership with Kaufmann Group for market entry into Chile and Costa Rica. Kaufmann Group serves as exclusive representative through AutoStar in Costa Rica, extending successful collaboration from Chile launch.
- SennheisercoreStrategic partnership with Sennheiser, renowned German audio company, to elevate in-car audio experiences. The collaboration brings Sennheiser Signature Sound System with 20 speakers and portable speaker, featuring Concerto with AMBEO technology, 2000+ Watts peak output, and Dolby Atmos support across all smart global markets.
- Mercedes-Benz AGflagshipJoint venture established in 2019 between Mercedes-Benz AG and Zhejiang Geely Holding Group. Mercedes-Benz provides design expertise through global design team, while Geely contributes manufacturing and EV technology capabilities.
- Zhejiang Geely Holding GroupflagshipJoint venture partner providing manufacturing expertise, EV technology platforms (including SEA architecture), and access to Chinese market. Enables Smart to leverage Geely's electric innovation while benefiting from Mercedes-Benz design heritage.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Smart competitors and assessment
Company assessmentDirect peers
- Tesla: Tesla Model Y and Model 3 are the dominant premium global EVs that Smart competes against across Europe, China, and emerging markets, with overlapping price points, charging infrastructure ambitions, and direct-sales models.
- MINI (BMW Group): MINI is Smart's closest legacy rival — a premium compact brand now transitioning to EVs (Cooper, Aceman, Countryman EV) — competing for the same urban-professional, design-conscious buyer with similar premium positioning.
- Volvo EX30 / EX40: Volvo's EX30 and EX40 are direct premium compact/mid-size EV rivals winning design and safety awards in 2024-26; Smart #1 and #5 compete head-to-head on premium interior, safety ratings, and European market share.
- Polestar: Polestar 2, 3, and 4 target the same premium design-forward EV buyer; both brands emphasize minimalist Scandinavian/Mercedes design heritage, sustainability credentials, and global premium positioning.
- Zeekr: Geely's premium EV sub-brand Zeekr shares the same SEA platform and manufacturing base as Smart, competing in overlapping price segments and increasingly in European markets — making it both a sister brand and a direct competitor.
- NIO: NIO is a premium Chinese EV brand expanding globally (Europe, Middle East) with comparable price points, premium positioning, and battery-swap/charging innovation, directly contesting Smart in European and Chinese urban premium segments.
- XPeng: XPeng's G6/G9/X9 premium EVs target similar urban tech-forward buyers with advanced ADAS, competing with Smart on intelligent cockpit and urban pilot capabilities in both Chinese and European markets.
- Hyundai Ioniq (Kia EV6 / Ioniq 5): Hyundai/Kia's E-GMP-based EVs (Ioniq 5, Ioniq 6, EV6, EV9) are award-winning premium EVs with 800V architecture directly comparable to Smart #5, competing on range, fast-charging, and design-led premium positioning globally.
Broad incumbents
- Mercedes-Benz EQ: Mercedes-Benz EQ (EQA, EQB, EQE SUV) competes in the same premium EV SUV space and shares design DNA via the JV; Smart effectively operates a parallel premium EV portfolio inside Mercedes' broader lineup.
- BMW iX / iX1 / i4: BMW's electric SUV and sedan lineup competes in the same premium EV segments Smart targets, particularly in Europe and the UK where Smart #5 competes against iX1/iX3 for family premium SUV buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Smart social profiles
Digital presenceSmart financial estimates
Financial estimateRevenue estimate
Valuation estimate
Smart leadership team
Management profileNumber of profiles
Profiles7 records
Smart funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Smart M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Smart
What does Smart do?
Smart designs, manufactures, and sells premium all-electric vehicles including the smart #1 (compact SUV), smart #3 (sports utility coupé), smart #5 (premium mid-size SUV), and upcoming smart #2 (two-seater city car) and smart #6 EHD (plug-in hybrid fastback sedan). The vehicles are sold through a hybrid model combining direct-to-customer sales, dealer networks, and regional distributors across 41 global markets in China, Europe, Middle East, Southeast Asia, Oceania, Latin America, and Africa.
Is Smart a public or private company?
Smart is a private company. It is classified as corporate owned and is currently operating.
When was Smart founded?
Smart was founded in 2019. It employs 1 to 10 people.
Where is Smart based?
Smart is headquartered in Stuttgart, Germany, in the Europe region.
How does Smart make money?
Two revenue lines are on record. Electric Vehicle Sales are the primary driver. The others are fleet/Partnership Sales.
Who are Smart's main competitors?
Direct peers on record are Tesla, MINI (BMW Group), Volvo EX30 / EX40, Polestar, Zeekr, NIO, XPeng and Hyundai Ioniq (Kia EV6 / Ioniq 5). Broad incumbents are Mercedes-Benz EQ and BMW iX / iX1 / i4.
Does Smart have an API?
No public API is recorded for Smart.