近年来，Smart品牌销量已连续两年下滑，引发业界对其市场前景的广泛关注。作为戴姆勒集团与吉利控股集团合资打造的高端电动微型车品牌，Smart曾凭借小巧灵活的设计和都市通勤定位赢得不少消费者青睐。然而，自2022年全面转型为纯电动车品牌以来，其全球销量却未达预期。2023年全年销量约为5.9万辆，较2022年下降约14%，而2022年本身也比2021年有所下滑。分析认为，销量下跌的原因包括市场竞争加剧、产品线单一、定价偏高以及在关键市场（如中国）的品牌认知度不足。尽管Smart正加速布局全球市场，推出#3和#5等新车型，并计划拓展至北美，但面对特斯拉、比亚迪及众多中国新势力品牌的激烈竞争，其复苏之路仍充满挑战。未来，Smart需在产品差异化、本地化营销和成本控制方面做出更多努力，才能扭转颓势，重获增长动能。
In recent years, Smart brand sales have declined for two consecutive years, sparking widespread concern about its market prospects. Originally co-owned by Mercedes-Benz (Daimler Group) and now jointly operated with Geely Holding Group, Smart was once popular for its compact, agile design and urban commuting appeal. However, since its full transition to an all-electric vehicle brand in 2022, global sales have fallen short of expectations. In 2023, Smart sold approximately 59,000 units worldwide—a roughly 14% drop from 2022, which itself saw a decline compared to 2021. Analysts attribute the downturn to intensifying competition, a limited product lineup, relatively high pricing, and insufficient brand recognition in key markets like China. Although Smart is accelerating its global expansion—launching new models such as the #3 and #5 and planning entry into North America—it faces fierce competition from Tesla, BYD, and numerous Chinese EV startups. To reverse this trend and regain growth momentum, Smart must enhance product differentiation, strengthen localized marketing strategies, and improve cost efficiency.
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