A Smart Supply Chain for a Smart Product: Micro Compact Car Smart GmbH

By Hau Lee, Ozlem Yuksel
2003 | Case No. GS32

With increasing pollution and congestion, European car manufacturers were concerned that governments might eventually ban conventional cars from city centers. A smaller car had the possibility of escaping such a ban. The producer of Swatch watches, SMH AG (Swiss Corporation for Microelectronics and Watchmaking Industries, Ltd.), came up with the novel idea of an environmentally friendly but stylish super-compact car. The smart® would embody a whole new notion of mobility, where owning a smart car would mean purchasing an uninterrupted mobility solution, referred to as smart move. The program would offer the smart customer attractive, favorably priced parking spaces, access to other vehicles from AVIS and car-sharers, access to other means of transport and reduced prices for transporting the smart on ferries and trains.

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