The upcoming 2025 Automotive News Europe Congress, scheduled for June 11–12 in Turin, Italy, promises to spotlight the most pressing challenges and emerging opportunities in the automotive world. Under the theme Driving the Future: AI-Powered Innovation, Global Trade & Tariff Dynamics, and EU Emission Regulation Challenges, this year’s congress will bring together a lineup of influential industry leaders and thinkers.
Key Voices From Across the Industry
The two-day event will feature insights from executives at some of the biggest names in mobility — including Hyundai, Renault, Stellantis, Toyota, and Smart. Topics will span a broad spectrum of critical developments, from the rise of artificial intelligence in vehicle design and manufacturing, to the regulatory headwinds shaping Europe’s EV ambitions.
Smart Europe: Evolving Beyond the City Car
Among the most anticipated speakers is Dirk Adelmann, CEO of Smart Europe. A longtime Mercedes-Benz executive and one of the architects of Smart’s European relaunch, Adelmann will share the brand’s strategic transformation since becoming a joint venture between Mercedes and Geely in 2019.
Originally known for its tiny city runabouts like the ForTwo and ForFour, Smart has radically redefined its product lineup in recent years. The shift began in earnest with the launch of the Smart #1 in 2023 — a small, all-electric SUV designed to compete beyond urban mobility. That model was quickly followed by the #3, a compact electric crossover. In spring 2025, the company will reveal the #5, a midsize SUV aimed at further expanding its footprint in Europe’s fast-growing EV market.
A New Identity Fueled by Collaboration
Adelmann, who previously worked at Smart in its original form during the early 2000s, has been instrumental in guiding the brand through its evolution from a niche city-car specialist to a competitive force in the EV space. Under his leadership, Smart Europe has emerged as a symbol of East-meets-West synergy — blending Mercedes-Benz’s design sophistication with Geely’s flexible electric vehicle architecture and fast-paced development cycle.
What to Expect From Adelmann’s Session
At the Congress in Turin, Adelmann is expected to discuss how Smart is navigating the complexities of the European EV market, where price sensitivity, charging infrastructure, and regulatory targets all collide. He will also speak to the unique advantages Smart gains through its binational DNA — leveraging Geely’s technical innovation and Mercedes’ branding muscle to deliver premium EVs tailored for Europe.
- How Smart plans to scale its EV lineup in competitive segments
- Balancing German engineering and Chinese efficiency
- The role of digital ecosystems and connectivity in Smart’s customer experience
- Lessons learned from relaunching a legacy brand for a new era
Join the Conversation in Turin
With EV adoption accelerating across the continent — and regulatory pressure mounting — the timing of this year’s Congress could not be more pivotal. From tariff dynamics to emissions policy, the sessions promise to dissect the real-time forces shaping automotive strategies in Europe and beyond.
Dirk Adelmann’s participation adds a compelling voice to the mix — not just for those watching Smart’s revival, but for anyone interested in how legacy brands are reinventing themselves in the electric era. Attendees will gain first-hand insights into what it takes to build relevance and resilience in one of the most disrupted decades the industry has ever faced.
