PENSKE TAKES HIS SMARTS ON THE ROAD: MOTORIZED MICROCAR MARKETING MAKES MULTIPLE MARKS

摘要

TRADITIONAL CAR DEALER Roger Penske is pulling out all the stops to introduce consumers to the smaller-than-expected and larger-than-life Smart microcar. Not only must Penske create a distribution company from scratch and establish an automotive brand in a crowded arena, but he must convince sport/utility-vehicle-driving, truck-loving America that these cars are not a safety hazard. Oh, and he has to sell more than a few boatloads to turn a profit. Few observers believe the Smart will be anything but a success.