Nelson Bostock to help put microcar back on map

Nelson Bostock has been called in to promote the latest Smart car, as the brand looks to regain ground lost to rivals such as the Toyota Prius.

Smart car: the latest fortwo model
Smart car: the latest fortwo model

The consumer tech agency has been drafted in by owner Mercedes Benz as part of a comms offensive to promote the fortwo – the first Smart car to be manufactured in over a year, which will be on sale from September.

Debbie Hull, UK PR manager for Mercedes Benz, said Nelson Bostock’s appointment should help ‘put Smart back where it should be’, referring to a decline in visibility since the brand’s debut in 1997. Hull and her in-house team will handle trade press in the automotive media, while Nelson Bostock will focus on promoting the Smart fortwo to consumer and style press.

The agency will promote the microcar’s economic and environmental credentials, focusing on Smart’s fuel efficiency, low emissions and ­exemption from congestion charge as of 2008. 

Recent years have seen the Smart car dwindle in popularity next to hybrid vehicles such as the Toyota Prius. Figures from the Society of Motor Manufacturers and Traders showed that Smart’s sales dropped by 29 per cent to 7,196 in 2006 compared with sales in 2005.

Smart will start selling electric, rechargeable cars in the UK in 2010.

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