Kobe Bryant and Bjrn Hauber, executive vice-president of
sales and marketing at Mercedes-Benz (China) Ltd, give a thumbs-up to the
smart.
NBA basketball superstar meets Chinese fans at the
Mercedes-Benz Arena
To rousing cheers of fans in Shanghai's Mercedes-Benz Arena,
basketball legend Kobe Bryant joined 200 smart owners on July 20 in a fleet to
illustrate the smart brand's campaign - "Big, in the city".
After the long trek from the Staples Center in Los Angeles
to Shanghai, the NBA superstar arrived as China's brand ambassador for smart, a
role he took in February, the first time Bryant has appeared in China as a
member of smart family in a market-specific campaign.
"Right from the start, smart was ahead of its time,"
said Annette Winkler, head of smart brand.
"It's not just the perfect car for the city with a
trendsetting design - it's a 'big idea', a strong vision and a solution for the
ever-increasing mobility and environmental problems in growing cities around the
world," said Winkler.
"The partnership with Bryant will strengthen the
position of the smart car as the most popular lifestyle and city car in China.
Bryant's passion, agility, intelligence and creativity blend beautifully with
smart's core values.
The smart was launched in 1998 using Mercedes-Benz's spirit
of innovation - "The best or nothing".
Bryant has been a star player on five NBA championship
teams, named to All-Star Teams for 11 consecutive years since 2000 and selected
as the league's Most Valuable Player in 2008.
360 percent growth
"Almost 13 years after the first smart rolled off the
production line, some 1.25 million vehicles have been sold and it is now a
familiar part of the city roadscape," Winkler added.
"Even though smart has only been available in China for
two years, it has already gained a huge number of smart fans," said Bjrn
Hauber, executive vice-president of sales and marketing at Mercedes-Benz
(China) Ltd.
"It is agile on city roads, and is not only one of the
shortest mass-produced cars in the world with a cute shape, but also combines
unique design, leading safety standards and eco-friendly technology."
Hauber said smart sales in China in the first six months of
the year hit 5,500 units, an increase of 360 percent from the same period last
year.
"We are thrilled by these impressive sales figures that
make China the third-largest market for smart. We are confident of a further
boost in smart sales during the summer months with Bryant joining in us,"
said Hauber.
The Mercedes-Benz Arena was alive with energy as Bryant
entered driving a smart. He was joined by special guests including students
from the Lei Shing Hong Hope School.
The superstar's interaction with students comes a year after
establishment of the Mercedes-Benz Star Fund to help underprivileged children
through the company's corporate social responsibility efforts.
While participants got the chance to shoot hoops with
Bryant, he said meeting his Chinese fans was the highlight of his trip.
"China is my home away from home. Touring Shanghai has
been truly amazing. It is, for me, a very special and unforgettable experience
to drive the smart car with such cool smart fans at the Mercedes-Benz Arena in
Shanghai," said Bryant.
Mao Jingbo, vice-president of marketing at Mercedes-Benz
(China) Ltd, said the campaign called smart Kobe 24 hours "with the
superstar not only highlights the excitement of smart but also represents one
of the strongest cross-industry collaborations for the brand in 2011."
"smart Kobe 24 hours is an exciting campaign as well as
a big celebration we will be presenting this year to our smart owners and smart
fans. Mercedes-Benz will continue to release a series of exciting new marketing
and sales plans for the next three years, and to bring smart fans more exciting
results," said Mao.
The smart Kobe 24 hours
will give more smart fans the opportunity to closely experience with Bryant the
core value of the campaign "Big, in the city" - the excitement in
driving freely, the wisdom of transforming complexity to simplicity, the big
joy in safe driving and the big environmental benefits in such a small car.





















