Smart, the joint venture between Mercedes-Benz and Geely Holding Group, announced on Monday that Wolfgang Ufer will be replacing Dirk Adelmann as the brand’s European chief from March 1.
Sales of Smart vehicles plunged 62% in Germany last year.
Adelmann will now lead Mercedes-Benz in the Swiss market.
In a LinkedIn post this Monday, the executive said he’s “highly motivated to step into this responsibility because I strongly believe in our products, our brand and the potential of smart in Europe.”
“Building on the strong momentum across our markets, I’m very much looking forward to shaping the next chapter of smart in Europe together with our teams and our excellent sales network,” he added.
History
According to the brand, Ufer’s appointment reflects “continuity,” as the executive has been “working closely together” with Adelmann for five years, and “a deliberate development,” as he’s “played a key role in the transformation of the smart brand.”
Wolfgang Ufer has worked for Mercedes from 2006 to 2013, when he moved to the Smart brand. He served as a Member of the Board of Mercedes-Benz Luxembourg S.A.
From 2013 to late 2020, he was the Global Head of Smart Cities, where he worked towards “transforming Smart into an electric car brand.”
In 2021, he became the country chief for Smart in Germany, “where he was instrumental in the successful market launch of the fully electric product portfolio.”
Smart Sales in Europe
Last year, Smart sold 4,726 electric vehicles in Germany, of which 1,983 were the Smart #1 and 1,550 were the Smart #5.
Despite the success of the two models, registrations dropped sharply, falling 62% compared to the previous year, when 12,459 Smart EVs were registered.
By comparison, the decline from 2023 to 2024 — the year Germany abruptly ended consumer subsidies for electric vehicles — was smaller, at around 28% year over year.
According to figures from Dataforce, Smart sold 13,100 cars in Europe in 2025, a 47% decrease from 2024.
Since late 2024, Smart has been subject to the European Commission’s tariffs on imported EVs from China.
The brand faces an 18.8% tariff (applied to Geely), on top of the already existing 10% EU import duty.
These tariffs are now being rediscussed, as the European Union recently launched a guidance document for Chinese EV makers seeking alternatives to countervailing duties by submitting price undertaking offers.
While many Chinese carmakers have opted to introduce plug-in hybrid models in Europe to avoid the tariffs, Smart has not announced any plans to do so.
