Bringing brand, products and its communication together: Xuan-Zheng Goh to shape smart Europe’s image with a unique team setup

January 21, 2026, Leinfelden-Echterdingen, Germany. From market specific regulations to electrification and digital disruption, working in Product Management, Marketing, and Communication in Europe’s automotive industry is a daily exercise in complexity—and creativity. Since January 1, Xuan-Zheng Goh has been leading in a particularly relevant next phase for smart in Europe in his role as Director – Product, Marketing & Communication. The Brit is bringing the three departments product management, marketing and communication together under one integrated leadership approach. He succeeds Wolfgang Würth, who led Marketing and Communications at smart Europe until autumn 2025. With smart’s all-electric portfolio now available across all European markets and the world premiere of the new smart #2 approaching there likewise, the brand is entering a phase where product excellence and brand storytelling move even closer together.

An automotive enthusiast with deep expertise across product and mobility ecosystems, Xuan-Zheng has built his career around connecting engineering, design and technology with strong customer relevance. Since joining smart Europe in 2022, he has shaped key launches and product initiatives from a European market perspective, including carline management, connectivity, charging solutions and launch planning for models such as the smart #3 and smart #5.

Now, as Director – Product, Marketing & Communication, his mission is clear: unlocking the full potential of the teams by bringing them together into one integrated, high-performing ecosystem, where product management, marketing strategy, communications, media relations and partner storytelling are treated as an integrated value chain.

This integrated setup creates the foundation for how smart approaches its biggest moments in 2026. Instead of sequential handovers from product to marketing to communication, key milestones, most notably the European world premiere of the smart #2 in fall, will be developed as one cohesive narrative. Product substance, campaign strategy, content creation and channel activation are designed together from the start, ensuring consistency, speed and impact across all touchpoints.

Xuan-Zheng’s leadership style is built on strong trust in people and expertise. He empowers highly specialized teams and agency partners while strengthening cross-functional collaboration between Europe and China. With an established network of agencies and a closely connected international product management organization, smart Europe enters the year fully prepared for synchronized omnichannel campaigns spanning media, creators, brand partners such as BRABUS, Sennheiser and FC St. Pauli, as well as direct customer engagement.

The goals for 2026 are ambitious and motivating for him and his team: strengthening awareness of smart’s all-electric portfolio across all European regions, further building the presence of the smart #1, smart #3 and smart #5, and preparing the next major brand chapter with the smart #2. With his strong product background, Xuan-Zheng brings a decisive advantage to this challenge, ensuring that innovation, design and technology are not only developed, but clearly understood, emotionally positioned and consistently communicated.

For smart Europe, this marks more than a new leadership role. It signals a new way of working: treating product, marketing and communication as one integrated force aligned around the same vision, the same milestones and the same ambition to shape the future of urban electric mobility.