Dirk Adelmann

smart Europe GmbH

Chief Executive Officer



Mr. Dirk Adelmann has taken the reins of smart Europe GmbH as CEO, applying his experience to leverage the full potential of the joint venture between Daimler and Geely for the European markets. Dirk has over 20 years of service with Daimler, having started out in 2000 with an internship in Dubai.


Dirk joined Daimler in 2002 as member of the associate management consulting team (AMCT/IMAP). Upon completion of the program in 2003, he joined the former smart GmbH to launch smart as a brand in several new markets. After holding Sales & Marketing functions at Chrysler Europe and Mercedes-Benz Overseas, he was appointed Managing Director of Mercedes Benz Vietnam in 2012. During his tenure, the Vietnamese team significantly increased volume, market share and group contribution which culminated in winning the “Market of the Year” Award in 2015.


In 2016, he assumed the responsibility for Retail Strategy & New Business Models Mercedes Benz Cars at headquarter level. His department contributed significantly to the development of VdZ (Vertrieb der Zukunft), the setup of the new EQ contract and margin system and the successful transformation of smart into an electric-only brand. In 2019, he took over the task of preparing the setup of the new smart organization in Europe within the smart.future.project.


In his new position, Dirk is responsible for all European markets at smart. He will focus on establishing a cost-efficient and customer-centric business model.