Smart Roadster Could Prolong the Fad, But in U.S., It's Not "foryou"

Even with today’s expensive gas, I remain skeptical about the Smart car’s staying power in the United States, beyond the first few years, once the initial “early adopters” all have one. Smart made its U.S. debut in January 2008.

Here are my main reasons:

One, the lack of utility. Stating the obvious, it’s just too darn small. The Smart fortwo is great for one person to commute in, or go to the grocery store. After that, the usefulness goes pretty sharply downhill. For most families, in most U.S. markets, that’s not enough to justify buying it. It can hold two people with briefcases, or maybe two people for a weekend trip, provided they don’t have to get dressed up.

Two, even at a starting price of $11,590, the price for the Smart fortwo is too high, considering the above-mentioned lack of utility. I was all set to put down a $99 deposit and order one, until I saw that the price with options was more than half the price of my Subaru Legacy Outback wagon, with nowhere near half the utility. Presumably, I could get a pretty nice used Subaru for less than a new Smart fortwo.

Air conditioning is a $600 option in the base fortwo “Pure” model. Anybody care to try commuting in a suit and tie, without air conditioning? I didn’t think so. Even the radio is optional. The dollar-euro exchange rate isn’t helping.

Three, no matter how many safety features you put in it (which raises the price; see Reason for Skepticism No. 2), most people take one look and say, “What happens when a big truck hits it? No way!” Personally, I don’t find it any scarier than any other car that gets hit by a big truck. It’s sure a lot safer and more comfortable than a motorcycle, and I’m too chicken to drive one of those.

While the fad lasts, the Smart fortwo is selling great. Penske Automotive, which has the U.S. franchise, is looking for ways to get more cars, according to Chairman Roger Penske.

In my opinion, the franchise also gets a new lease on life if it can resurrect the sharp-looking Smart Roadster, which is no longer offered. It never was offered in the United States, but convertibles are always more popular here than in other major global markets. From the outside looking in, there’s no indication that’s happening.

Even if it the Roadster does come here, I think the additional model only pushes the “reset” button for the Smart brand. Unless they can economically build them here and make them a lot cheaper — which implies a much, much bigger sales volume — the fad will be over, at least in the United States.