Colmobile Ltd. is resuming the import and sale of the micro Smart car brand in Israel, after a three-year halt. The company is renovating a special showroom for the Smart in Tel Aviv. Until the work is completed, the Smart will be marketed at a concept center in Tel Aviv.
The Smart car will be marketed via a "cut and paste" method, enabling the buyer to order various combinations of colors for the car's interior and exterior.
Colmobil is readying a sophisticated and innovative ad campaign for the launch of the Smart, which will include original online and social network advertising that will target focus groups, especially young urbanites seeking to stand out. The company has also begun personalized marketing, which will initially include potential customers and trend-setters.
Colmobil will initially offer the two-seat Fortwo model with Pulse sports finishing - a panoramic roof, wide wheels, and steering wheel- mounted gear shift, and with Passion finishing, which gives a colorful driving environment and panoramic roof. Both finishing levels will have a 71-horsepower gasoline engine, The turbo version will have an 84-horsepower gasoline engine.
The luxury Brabus finishing level can be purchased by special order.
The basic starting price is NIS 110,000, and monthly installments of NIS 900-1,600 are possible.
Later, Colmobil will consider importing and marketing an electric version of the Smart.
The son of Colmobil owner Shmuel Harlap, Assaf Harlap (32), who has a Harvard MBA, will market the Smart car.
Published by Globes [online], Israel business news - www.globes-online.com - on January 5, 2011
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