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....marketing. Saab has a great product to sell, but, it seems to be the best kept secret.
Their commercials are easily forgetable. The para-sailer being pulled by an Aero wagon is somewhat cute, but, most everyone forgets it. Even more so with the test driver who scribbles the happy cartoon man as his track evaluation. A bit on the lame side. Maybe Saab could use a recognizable spokesman whether on-camera or a voice-over. Volvo uses Donald Sutherland. Honda did have Jack Lemon. Saab could use someone with a distinctive voice that appeals to the public (ie. James Garner, George Clooney, James Earl Jones, Alex Trebek, Robert Redford, insert your favorite candidate here. These are recognizable voices.
How about commercials aired during the NBA Finals and World Series? The Super Bowl is probably too expensive, but, what about the college bowls? Sponsor an event like Volvo does in tennis. Get the name and the corporate symbol out there in full view of the public. In what magazines do they advertize? I don't recall seeing any?
Realistically, they are a small-scale producer, so, they have to remain up-market because the economies of scale are just not there. Volvo chose/had to go up-market in the mid-1970s for just these reasons. Of course, there is alot of product/value in Saab's line, but, the public does not know it on the grand scale.
Saab could use a little more diversity with their current line-up. I think that they should still produce coupes on the 3-series and my dealer said that the American dealers were taken back by Saab's decision to stop the coupes for 2003. I'd even like to see a 5-series coupe. An entry-level Saab (a 9-1?) could get things going in the 18-23,000 range. I think that AWD is overrated....nice to have, but, nothing more except for complexity, so, I don't think that the non-presense of AWD hurts them.
I hope that they stay away from SUVs. They're too big and thirsty. Should a serious conflict arise in the Mideast, what do you think will happen to gas prices? They were flirting with $3/gallon not too long ago in some places. Do you think that any manufacturer can move those clumsy things when that occurs? That part of the market is much too crowded and getting worse all the time. The bottom can fall out of that segment more easily than any other segment. Besides, like someone already pointed out, the current economic climate is not conducive to moving expensive items like automobiles....every manufacturer is hurting.
GM is also pitting Saab against the smaller Cadillacs. I don't see this working at all! GM is trying to aim Cadillac at a younger market, exactly the same market that Saab has always characteristically catered to. Years ago they were entirely different cars. Nowadays, they're more closely linked.
Colors are bland. I remember reading something two years ago about the drab colors the Swedes offer (also applies to Volvos). Someone pointed out that some hues may look different in the drab climate of Scandanavia vs. Atlanta! Could be, but, a splash of color would help. My dealer gets almost half of his inventory in silver and mixes the rest. We get alot of positive comments on our Aero which is always followed by...."but, what kind of car is it?". Its all Saab up front, but, the back is too generic-looking.
Went longer than I anticipated, but, that's my story and I'm sticking to it!
Happy Holidays!
posted by 198.240.13...
, Tue, 24 Dec 2002 10:30:13
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