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Smart thinking: the little car that made it big

Author: Lewin, Tony Publisher: Motorbooks, 2004.Language: EnglishDescription: 255 p. ; 22 cm.ISBN: 076031943XType of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415.153 .L49 2004
(Browse shelf)
001157431
Available 001157431
Total holds: 0

Includes index

Digitized

Smart thinking The little car that made it big Contents » introduction: smartandstart » part one 7 smart beginnings 01 bubble cars, » part two ambitious but accident-prone 23 04 swatchandshocks 55 shock number one: new-broom VW boss cancels bondsandbeginnings roots of the small car idea: a bit of background 02 smartandspark the flash of genius: enter Swatch mogul Nicholas G Hayek 35 `elephant's roller-skate' 05 starandshocks shock number two: Mercedes takes on the challenge 61 03 swatchandstruggles Volkswagen's idealistic engineers take up the micro compact challenge 43 06 smartanddreams building on ideals ­ and creating the ideal enterprise 77 07 smartandceremony 95 grand beginnings for a tiny car as national leaders roll in 08 smartandthe elk 111 slalom spin-off prompts rethink of company as well as car » part three · » part four · the brand builds up 09 smartandsmiles 129 the project turns the corner in a blaze of glory, only for it all to go wrong again 10 smartandserious 143 long-awaited sales breakthrough but smart's fate still hangs in the balance 11 smartandsuccess! 155 now fashionable and selling fast, smart plans to triple its model range 12 Smartandmoreandmore 167 crossblade, roadster and BRABUS take smart band into exciting new territory 13 smart thinking 187 the model becomes a brand-and the brand becomes a new way of thinking 14 smartandfans 199 web fans, American art experts, racetrack aces, rock stars and marathon runners figure among smart's worldwide followers the phenomenon spreads 15 smart comes of age 215 single model grows into complete brand as forfour and formore join the family 16 smart todayand tomorrow 237 new designs, new sectors, new countries point to rosy future­but it won't all be plain sailing 17 making sense 245 was it all worthwhile? what went wrong, and what went right? and what lessons does the smart experience teach us? index acknowledgements 254 256

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