By now, you’ve probably seen a smart for-two car on the streets of Orange County. The micro-car, made by Daimler AG, is good on gas and easy on the environment.
But people in OC aren’t necessarily buying them for the savings at the gas pump, said Mark Derengowski, general manager at the Smart Center, part of Mercedes-Benz of Laguna Niguel.
“Generally, they’re adding to their transportation portfolio,” Derengowski said.
It’s another gadget, he said, particularly popular in the Coto de Caza area.
But the smart car does have its share of environmental and fiscally conscious buyers, he said.
The dealer is selling 55 to 65 a month.
Seattle is the top market in the nation for smart cars, he said. The Laguna Niguel dealer is around No. 10 in sales, he said.
Smart USA, a subsidiary of Penske Automotive Group Inc., is the exclusive North American distributor. Smart USA expects to sell about 265,000 cars this year.
Sales are limited by production, Derengowski said. Right now, only one plant is making them for 37 countries and it’s operating on three shifts, he said. Demand has to increase before it’s worth the investment to build another plant.
Customers can shop online for the cars and test drive them at the dealer. In OC, the only dealer is the 3,500-square-foot Smart Center. Ultimately, customers have to buy them online,that’s the only place to reserve one. Shoppers designate which dealership they want the car delivered to.
There is a year’s backlog, he said.
There are three different models to choose from. The entry-level model goes for about $12,000. The Passion Coupe, the most popular version with power windows and a CD player, sells for $14,000. The convertible version goes for $17,000.
The car is about six to seven inches taller than a Toyota Camry, he said.
Prior to becoming a dealer manager, Derengowski worked on the corporate side of the auto business for 20 years. He was a regional manager for Mercedes-Benz USA LLC.
On the industry as a whole, Derengowski said most of the automakers have been caught off guard by the demand for small cars.
“The industry is in significant turmoil,” he said.
Automakers didn’t anticipate gas prices to rise so much so quickly, he said.
Ford Motor Co. recently announced its “small car offensive,” a plan to boost production of its small autos.
If the trend in high gas prices sticks, the small car demand will continue, he said.
Store Openings
OC’s malls have a slew of stores opening this fall.
Openings at Simon Property Group Inc.’s OC malls include South Gate’s Hollywood Eyebrow, which will open at the Westminster Mall in early August. The small chain offers threading services which pluck eyebrows using thread.
Kate Spade and Brookstone are expected to open at The Shops at Mission Viejo in the fall. At The Block at Orange, a Nike Factory store is slated to open in August.
Nordstrom Rack is on target to open Sept. 12 at Laguna Hills Mall.
In August, South Coast Plaza will open four stores: jeweler Harry Winston, Tourbillon watch shop, Balenciaga (men’s and women’s clothing and accessories) and PureBeauty Boutique & Salon.
Swiss Swatch Group Les Boutiques SA’s Tourbillon sells high-end watch brands such as Breguet, Blancpain, Swatch and Omega.
The South Coast Plaza store is exclusive to the U.S.
Harry Winston and Balenciaga are exclusives to OC. The 2,231-square-foot Balenciaga boutique is the fourth in the U.S. for the Paris-based chain.
Opening at Fashion Island in the fall are Trina Turk and Dita Legends.
Coming to the Irvine Spectrum Center is Wet Seal, Cathy Jean Shoes and DC Shoes.
Style Week
The county’s first Style Week is set for Sept. 8 to 13 and will feature designer Lauren Conrad (made famous by the reality show “The Hills”), who’ll launch her second collection with a runway show at the Irvine Spectrum Center.
Conrad’s self-named collection sells at stores such as Nordstrom and Sienna Brown at the Corona del Mar Plaza.
The six-day event is a stepped-up version of past fall fashion shows at the mall. The event, put on by Spectrum Center owner The Irvine Company, will feature more retailers, such as H & M;, which will put on a fashion show, and Active Ride Shop, which will host a series of DJs and an Obey trunk show. Roxy is hosting a design a surfboard contest.
Macy’s and Nordstrom also will put on a show. Marie Claire and Seventeen are the media sponsors for the event.
