We recently took time out to visit MSL Motor Group to speak with Rebecca Mulholland, product specialist on the new smart brand. The MSL Motor Group is a proud family owned business which was founded by Stephen O’Flaherty in 1959. With various dealerships dotted around the country, the company now represents six brands including the rejuvenated smart range. This is a brand that has transformed from a quirky city car maker into a cutting-edge electric mobility brand. Now a joint venture between Mercedes-Benz and Geely, smart focuses on stylish, high-tech EVs such as the Smart #1 and #3, offering premium design, performance, and sustainability for those eco conscious Irish buyers. Let’s find out more!

When did the smart brand make a comeback to Ireland and how well has it been received?

We were first made aware that smart had Europe-wide expansion plans to establish some 300 sales outlets across 17 European markets in late 2023. Through the appointed Irish distributor MDL, we believed the smart brand would sit perfectly alongside Mercedes-Benz at our dealerships. In 2024 the current range became available to view in our MSL showrooms, smart #1 and smart #3 and the brand have been gaining momentum ever since. Just last year we were thrilled to win Irish Performance Car of the Year at the MMAI awards with the #3 Brabus. Our job now is to help educate people on this revitalised range of cars that pays tribute to the smart brand of old, but is very much a new generation of vehicle!

Can you tell us a little bit about the current smart car range?

smart has reinvented itself as an all-electric brand, focusing on stylish, high-tech cars for the future. The smart #1 is a compact SUV with a futuristic design, spacious interior, and up to 440 kilometres of range. The smart #3 is a sportier coupe-SUV with a sleek profile and even more performance. It has a range of up to 455 kilometres and both vehicles feature advanced tech, fast charging, and that premium feel which we believe positions smart as a serious player in the EV market.

Are we to anticipate any new models coming in 2025?

In 2025, smart is set to introduce the new #5. This model will be the brand's most spacious vehicle to date, featuring a muscular, upright silhouette and another distinctive smart roofline. The #5 is expected to offer a battery capacity exceeding 100 kWh, providing an estimated range of around 700 kilometres, and will support 800-volt technology for rapid charging. We are also of the understanding that smart is exploring the development of a compact city car, tentatively named the smart #2. This could be the successor to the original Fortwo, which could be an interesting model for Ireland’s city based dwellers!

The Brabus badge is back! Can you tell us a little bit about this collaboration?

smart and Brabus have continued their long-standing partnership, bringing high-performance enhancements to smart’s new electric lineup. The smart #1 Brabus and smart #3 Brabus feature sportier styling, aggressive aerodynamics, and upgraded powertrains. With all-wheel drive and around 422 hp, these models deliver incredible acceleration and handling. The Brabus signature design elements, such as red accents, unique wheels, and premium interiors all add that exclusive touch.

Are there any 251 deals you are keen to highlight at present?

At MSL we are always seeking competitive pricing for our customers. For 251 customers can avail of up to €9,800 off the price of new smart #1. With a starting price of just €34,249 and 0% finance available, it makes for a very attractive offering. Alternatively the larger #3 can be purchased from €38,714. Naturally there are various trim and spec options to include the 25th Anniversary, Pro, Premium and the aforementioned Brabus models which, sit at different price points. Either way we are confident we can pair potential buyers, with the right model to suit your needs.

What should our readers do to book a test drive?

Log on to www.msl.ie/en/smart where you can simply select which model is of interest, pick your closest dealership and a member of MSL Motor Group will reach out to you with a time and date that is suitable. MSL Motor Group look forward to showcasing smart to potential clients.