In this episode, Gordon sits down with Wolfgang Ufer, CEO of smart Deutschland, for a candid and inspiring conversation about transforming a legacy brand into a future-forward mobility company. From his early days at Mercedes-Benz to leading smart through its bold evolution into an electric-only, direct-to-consumer startup, Wolfgang shares how he built a car company from scratch and why getting closer to the customer has always been his North Star.

We dive into smart’s radical journey: navigating the electric mobility transition, scaling innovation with startup urgency, launching the game-changing Smart #5 and embracing a leadership style shaped by openness, accountability and customer proximity.

Tune in to hear why Wolfgang believes there’s “no place to hide” in direct-to-consumer and why that’s exactly where he wants to be.