Daimler's incoming CEO considering killing Smart, report says

The Smart car brand has long been a money-loser for parent company Daimler, and now its days may be numbered.

Kyle Hyatt Former news and features editor
Kyle Hyatt (he/him/his) hails originally from the Pacific Northwest, but has long called Los Angeles home. He's had a lifelong obsession with cars and motorcycles (both old and new).
Kyle Hyatt
Smart ForTwo Electric Drive Cabriolet
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Smart ForTwo Electric Drive Cabriolet

The Smart brand reportedly may not be long for this world if incoming Daimler CEO Ola Källenius has his way.

Mercedes-Benz USA

The future of Daimler's city car brand Smart is looking increasingly uncertain, according to a report published on Monday by Automotive News Europe.

The Smart brand has long been a money-loser for Daimler, and the group's new boss Ola Källenius -- who is set to replace longtime CEO Dieter Zetsche in May -- seems to be feeling reasonably unsentimental about it.

The most recent plans for the brand have it pivoting to become an all-electric urban car, but it's looking increasingly like that ambitious (and likely expensive) plan might not come to fruition.

It's hard to say how much money the brand has cost Daimler over the past 21 years since the parent company doesn't break out Smart's financials in its public reports, but that the number could be in the billions of euros.

The Smart brand launched officially in the US in 2008 and currently offers two EQ Fortwo models here -- the Coupe and the Cabrio, both electric -- in a variety of trim levels starting at around $24,000.

Representatives from Daimler didn't immediately respond to requests for comment.

Open air and eco-friendly: 2018 Smart Fortwo Electric Drive Cabrio

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