These Smarts are very ugly, but thankfully for a good cause
This page is translated from the original post "Ces Smart sont très vilaines, mais heureusement pour la bonne cause" in French.
- 23/08/2025 15:58
The beautiful initiative by Smart is not enough to hide the weaknesses of a brand image still searching for style and character.
We love art cars, and Smart’s initiative immediately caught our attention. From the BMW painted by Calder to more recent initiatives, there is always something delightful about seeing a car transform into a rolling canvas. By partnering with the highly respectable British organization Create, Smart aimed to align itself with this tradition by dressing its #1 and #3 models in colorful liveries created through participatory workshops. A charitable initiative, thus commendable, that deserves recognition and dissemination.
But let’s not kid ourselves. A brushstroke is not enough to transform an ugly duckling of a car into an electric swan. The Smart #1 and #3, despite their technical qualities, still struggle to charm with their design, often deemed mundane or even clumsy. While the colorful wrap certainly draws attention, it does not mask the heavy lines or the vague identity of a brand still seeking its place in the premium electric city car market.
On the approach side, there’s nothing to criticize. The workshops funded by Smart allowed children and adults in difficulty to express themselves through drawing, collage, and painting, in the spirit of “Open Your Mind” promoted by the brand. From this perspective, the operation is a success, as it illustrates the unifying power of art and highlights the admirable work of Create, which works to reduce isolation and strengthen self-confidence through creativity.
You might be interestedin this article:
But once the charitable varnish is applied, the question remains: what does Smart really want to convey through this initiative? To improve the image of a brand still in search of an identity? To gain some visibility in a competitive context where others are doing much more with design and electrification?
In summary, kudos for the gesture, and especially hats off to Create, which deserves this spotlight. However, to shape a desirable image, Smart will need to go well beyond these artistic liveries. For art, as generous as it may be, cannot indefinitely mask a lack of character.
ALSO READ: A Smart #5 with two wheels?
We also suggestthese articles:
Also read
