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Evil preys on stupidity...
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Posted by jd (more from jd) on Sun, 29 Oct 2000 14:30:34 Share Post by Email
In Reply to: BTW..., Nigel, Sun, 29 Oct 2000 10:30:01
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Hope you haven't fallen victim, Nigel.

As for the great New Saab debate, I think the only thing that makes the current 9-3's exterior unique is the fact that it's one of the few hatchbacks out there. Granted, there is refinement in the details, which makes the car appealing to the discerning; but overall, the styling is fairly commonplace, especially when compared to older models. The 9-5 is much more so, and I would be surprised if the new 9-3 didn't follow this trend. In addition, the fact that Saab's new design team as publicly stated that future designs past the new 9-3 will be more daring sounds like an apology in advance for what they're about to reveal.

I should say, though, that I don't think GM is to hold all blame for this. Companies that make unconventional products appeal to unconventional people, and, well, there are only so many of us out there. Since Saab has never figured out how to market its uniqueness to the mass market, they have instead slowly changed their products to appeal to the average consumer. "Different" only has so much value to the general population; beyond that, there must be something more substantial. Most Saab owners can understand and appreciate the unique compromises that make Saabs well designed, but you can't easily convey those ideas in an ad. Volvo has "safety", BMW has "performance", Mercedes has "quality" - but what does Saab have? A good compromise of each? How do you market that? Simply put, you don't - instead, you market "different" which to the general population has always meant "ugly". The identity crisis that is Saab these days is a result of this dilemma - "different" versus sales. I'm hoping that GM and the new design team can figure out how, for the first time, to do both.

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