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This case study is situated in the automotive industry and presents the strategic preparation of a launch of Germany?s micro-car brand 'smart' in the USA in 2005. Smart's objective was to enter the US automobile market with its innovative model 'smart fortwo', and thus to open a new car segment in the USA, namely the micro-car segment. The story is centered on Anders Sundt Jensen, Director of Marketing and Sales at Smart. He was responsible for the marketing strategy for a possible US market entry of the 'smart fortwo'. At the time of the story, the first marketing activities have already been started in the USA. In order to assess a possible market entry strategy it is up to the students to rightfully identify the US target group, to evaluate the competitive situation for Smart on the US market and to recognise the right marketing strategy for Smart in the USA. To provide them with an informational background, the case covers the history of Smart in Europe, the promotional activities both in Europe and in the USA so far, the launch of Smart in Canada and the most important competitors who were already present in the US market.