Maybe its just me, but the old Smart color selector looked very "red" as well, but the finished product had the orange shade that we've come to know (and love?).
Someone somewhere said that the orange hue came from the use of a bronze metallic flake instead of the customary silver.
In subdued lighting, my red Passion looks much more red than the orange-red seen in moderate to bright light.
Perhaps for 2009 they just re-formulated the same color without the metallic fill.
I, probably like many others, did expect a "redder" red, but I love my car anyway!