Wolfgang Ufer, previously responsible in Germany for the brand jointly owned by Geely and Mercedes-Benz, is the new CEO of smart Europe, replacing Dirk Adelmann, who has been appointed to lead Mercedes-Benz in Switzerland. The official handover is scheduled for March 1, and the change will have no impact on the strategy or product planning of the manufacturer, which was established in 1994 and has been controlled by the joint venture based in Ningbo, China, since 2019.
Dirk Adelmann leaves behind a growing brand in Europe, with an expanding range of models – on the agenda for this year is the presentation of the #2, the city car successor to the two-seater fortwo (City-Coupé) with which the manufacturer entered the European market in the late 1990s, aiming to revolutionize urban mobility. Wolfgang Ufer intends to enhance collaboration with Mercedes-Benz and the retail network to increase synergies between markets and, above all, to find ways to boost sales.
During this transition period, an intensification of collaboration among working teams is announced. Wolfgang Ufer is well identified with smart (and Mercedes-Benz) and is described as a continuity figure rather than a disruptive one, precisely due to his knowledge of the brand and the markets in which it operates. He also has a history of collaboration with Dirk Adelmann, which will facilitate the handover of all brand dossiers in Europe.
“The smart Europa team has built an excellent foundation over the past few years. I am very eager to lead it into the next stage of our growth in Europe, obviously leveraging the range of products we have, the distinctive brand we possess, and also the capability and quality of our network”, stated Wolfgang Ufer. Mandy Zhang, Global Head of smart and Chair of the Supervisory Board of smart Europa, justified the choice with the need for continuity and the importance of experience: “Wolfgang Ufer combines a deep understanding of the brand’s business with extensive market experience and a clear vision for the path to success in the region”.
Dirk Adelmann, at the beginning of the farewell process to smart Europa, said that “it was a privilege” to lead the European division of the manufacturer for six years: “As a team, we redefined a unique brand and introduced, with models #1, #3, and #5, a fully electric product range that was very well received by European customers. And I thank our major shareholders, Mercedes-Benz and Geely, for their trust, as well as the dedication of all our retail partners”.
