- Wolfgang Ufer will take over as CEO of smart Europe on March 1, 2026.
- Dirk Adelmann will lead Mercedes-Benz Switzerland after seven years at smart Europe.
- Structured transition as a natural evolution and progress, building on positive momentum of smart in its home region Europe.
smart Europe announces that Wolfgang Ufer, currently responsible for smart in Germany, will assume leadership of smart Europe effective March 1, 2026. He succeeds Dirk Adelmann, who will join Mercedes-Benz Switzerland as CEO from that day onwards. The successor of Wolfgang Ufer will be communicated at due time. In the transition phase until end of February and beyond, the respective teams will intensify their close collaboration, also in exchange with the partner at Mercedes-Benz and the worldwide organization of smart. With this appointment, smart is focusing on continuity and a clear next step in its European development. Wolfgang Ufer has built deep knowledge of the brand and its markets over many years. Dirk Adelmann and he have worked closely together for five years.
Wolfgang Ufer, CEO smart Germany will assume leadership of smart Europe
Wolfgang Ufer, CEO smart Germany: “The smart Europe team has built an excellent foundation over the past six years. I am looking forward to leading this strong team into our next phase of growth in Europe by leveraging our great products, distinctive brand, and dedicated network.”
Mandy Zhang, Global CMO of smart and Chair of the Supervisory Board of smart Europe
Mandy Zhang, Global CMO of smart and Chair of the Supervisory Board of smart Europe: “In Wolfgang Ufer, we have appointed a leader who combines a full understanding of the smart business with market expertise and a clear vision for the continued success of the brand in Europe. I want to thank Dirk Adelmann for his significant contributions to smart over the years and wish him well in his next role.”
This transition reflects a deliberate evolution. Wolfgang Ufer has been deeply embedded in the smart brand with two decades of experience in the automotive industry and strong involvement in the transformation project of the brand. In leadership roles at Mercedes-Benz and smart, his focus has included international markets, business development and brand transformation. Since January 2021, he has led smart Germany, where he played a key role in the successful market introduction of the all-electric product portfolio. Under his leadership, smart #1, smart #3 and smart #5 were successfully launched in Germany, with the smart #5 achieving particularly strong momentum in 2025.
Dirk Adelmann, CEO smart Europe will join Mercedes-Benz Switzerland as CEO
Dirk Adelmann, CEO smart Europe: “Establishing and leading smart Europe in this formative period has been a true privilege for me. As a team, we have redefined a unique brand and introduced with our models #1, #3 and #5 an all-electric product line-up that resonates with customers across Europe. I am particularly thankful for the trustful partnership with our main shareholders Mercedes-Benz and Geely as well as the dedication of our smart retail partners in Europe. I am confident that Wolfgang will continue building on this positive momentum.”
Dirk Adelmann’s tenure as CEO has been marked by foundational contributions to smart’s strong development in Europe. Under his direction and as a close collaboration between the European markets and the shareholders of the company, smart built its European retail network, launched the product portfolio smart #1, #3, and #5, and strategically initiated the reinvention of the iconic two-seater with the smart #2. During this time, smart also celebrated 25 years of brand history with its community and received multiple high-caliber and internationally renowned awards on technology and design of the current all-electric vehicles.
Jens Kunath, Vice President Sales & Financial Services Mercedes-Benz Cars
Jens Kunath, Vice President Sales & Financial Services Mercedes-Benz Cars: “We are delighted to welcome Dirk Adelmann back to the Mercedes-Benz organization after seven successful years at smart Europe. In Dirk, we have secured a highly experienced manager who has already proven his strategic vision and reliable partnership during the foundational phase of smart Europe. We are confident that he is the ideal leader to drive our brand forward in the important Swiss market and lead it successfully into the future.”
A key pillar of the European growth strategy is the continued development of the product portfolio. In this context, the smart #2 will play an important role in shaping the brand’s future positioning in Europe. In parallel, smart will further intensify collaboration with Mercedes-Benz and the European retail network to leverage synergies across markets and unlock additional volume potential. While trade tariffs and an intensely competitive automotive market continue to shape the automotive industry, 2026 marks defining milestones for smart in Europe. The complete product portfolio will be available for customers across all 17 European markets. The smart #5, launched in 2025 in this worldwide core region of the brand, has resonated strongly with customers and symbolizes the brand momentum smart has built across Europe. In autumn 2026, the world premiere of the smart #2 will further expand the product family.
Contact
Jack Bailey
jack.bailey@smart.com
About smart
Since the birth of the brand in the 1990s, smart has always maintained the vision of exploring the best solutions for future urban mobility. In late 2019, Mercedes-Benz AG and Zhejiang Geely Holding Group officially established smart global joint venture.
From 2019 to 2024, after the comprehensive renewal of its brand, products, and business model, smart successfully achieved the strategic objectives set for its initial five-year phase. Adhering steadfastly to the "China-Europe, Dual Home" global development strategy, smart has transformed into a leading premium intelligent electric automotive brand. It now boasts an expanding product matrix and a global footprint spanning around 40 countries and regions. In 2025, smart aims to boost its global business operations.
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