DETROIT -- Smart USA remains committed to its word-of-mouth marketing approach, Smart President Dave Schembri told a panel at the Automotive News World Congress.

In contrast to other automotive marketers who are targeting video gamers or using social networking Web sites to reach a specific target audience, Schembri suggested that owner advocacy is also a part of marketing. The marketing-panel moderator called Schembri a "free media expert."

"Consumer advocacy is most important right now," said Schembri. "People love to discover new things and tell people about it."

The marketing campaign for the Smart car began with the Street Smart road show, which traveled to 50 cities and included five-minute test drives. The company's reliance on buyers' spreading the word plays a big part in Smart car sales. The company will launch a Web site next month that will allow customers to share their experiences with the tiny vehicle.

The target market for Smart is not based on age or income, Schembri said. Instead, the company focuses on attitude and lifestyle.

"Smart is the only car that doesn't define class. What other car can you say that about in the luxury class segment?" said Schembri. Smart buyers are entry-level or new vehicle buyers, urban, baby boomers and empty nesters. Smart buyers transcend traditional marketing segments, according to Schembri.

"Like-minded people tend to congregate together…talk to each other, have a good understanding of the vehicle, and tell others about it," he said.

The company, a unit of Penske Automotive Group, will continue to use other marketing tools such as the internet and product placement in movies to increase brand awareness. For now, it will rely on the uniqueness of the vehicle as a rolling and inexpensive billboard.