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So, what theme would your recommend...
Posted by pmr (more from pmr) on Thu, 16 Nov 2000 16:36:24
In Reply to: "you have to spend money to make money", Nathan Work, Thu, 16 Nov 2000 14:25:32
...for Saab in their advertising? I'd say that the advertising money needs to follow the product, not the other way around.

How many new models have Volvo, VW, Audi, BMW, and Mercedes introduced since Saab unveiled the NG900? I'd argue that those companies outsell Saab not because they have bigger advertising budgets but because they have attractive products that convey specific characteristics to their target demographic audience. What is Saab's image? Quirky? It's hard to sell quirky. I think a change of identity is a great idea and if that identity revolves around technological leadership, then I'm all for that.

pmr
'99 9-3 Viggen
'99 9-5 SE V6
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