Smart said Wolfgang Ufer, currently head of the brand in Germany, will become Head of Smart Europe from March 1, 2026, as part of a planned leadership transition aimed at maintaining continuity in the region.
Ufer will succeed Dirk Adelmann, who will take up the role of chief executive of Mercedes-Benz Switzerland on the same date. Smart said the appointment reflects a focus on “continuity and a clear next step in its European development,” noting that Ufer has built extensive market and brand expertise during his tenure in Germany.
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Adelmann has led Smart’s European organisation for seven years. The company said a transition phase will run through the end of February and beyond, during which teams will work closely with partners at Mercedes-Benz and Smart’s global organisation. Smart added that Ufer and Adelmann have worked closely together for the past five years, and that a successor to Ufer in Germany will be announced later.
During Adelmann’s and Ufer’s leadership, Smart launched its battery-electric models #1 and #3, followed in 2025 by the larger #5. The brand is now preparing for a shift toward smaller vehicles, with the forthcoming Smart #2 expected to play a central role in shaping Smart’s future positioning in Europe.
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“The smart Europe team has built an excellent foundation over the past six years,” Ufer said. “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 and chair of the supervisory board of Smart Europe, said Ufer’s appointment brings “a full understanding of the smart business with market expertise and a clear vision for the continued success of the brand in Europe,” while thanking Adelmann for his contributions and wishing him well in his new role.