Date: 31 Aug 1999 19:09:51 GMT
From: Roger Williams <>
Subject: Re: SAAB goes GM

Also spracht > In article <7qdq4c$>, > Roger Williams <> wrote: >> >> However, their influence seems to be mostly benign. They've let >> > Saab be >> >> Saab for the most part, lowered prices to a degree, increased >> > advertising, >> >> and basically put some of the GM "deep pockets" behind Saab. The > 9-3 >> > and >> >> 9-5 are all Saab in terms of the way they drive. >> >> > Let Saab be Saab for the most part? What exactly do you mean? >> >> For years, the American automotive press has been howling about the >> center console ignition. > I know and it just makes me laugh!! I like that, as long as you don't > go spilling your drink down it, like I've heard of people doing. The logic behind it, if I recall correctly, is the tendency of kneecaps to shatter on steering column ignition area in rear end accidents. Leave it to the Detroit press to whine about that. >> It's just one example, but the point is, they've let Saab continue > to >> be Saab for the most part. > Alright....maybe "for the most part" For example: they used the Opel platform for the new line, but is there any doubt the 9-3 and 9-5 are 100% Saab? >> > They may have increased advertising, but in my opinion it sucks!! >> >> Saab vs. neighbors. Saab vs. steroids. >> >> Saab vs. ... Mothra? > I'm not following you? If you're not following me, you probably aren't following Saab's new "Saab vs. <fill in the blank>" advertising campaign, either. The one on TV (mostly cable: Arts&Entertainment, Bravo, etc.) for the 9-3 is "Saab vs. Neighbors" that shows an idiosyncratic artist sort packing up a percussion kit in his 9-3 and driving out to the middle of nowhere to bang on gongs. > Their marketing techniques need a complete overhaul and I'll just bet > any money there aren't any women involved in it, and it would be to > their benefit to have a female POV. Well, the new Saab ads don't exactly resemble traditional GM car ads in any way, shape, or form, so I don't know. I do know that there were no fewer than 6 women car shopping at Charles River Saab the day I bought my car there, so who's to say? >> >> Oh yeah - and under GM, Saab sales have gone *up*. That's not too >> > bad, either. >> > No, but it hasn't gone up as much as Volvo has either. >> Volvo found their marketing niche: families who want safe wagons. > Around here I see alot of DINKS (Double Income No Kids) with them. They > also seem to be a favorite of Professors. Hopefully, the 9-5 wagon can get into that niche market a little more. The auto reviews for the wagon have all been fantastic. >> When they decided to add a little spice under the hood, sales went up >> even higher. That's the market the 9-5 wagon is after (OK, soccer moms - >> ask yourself: would you rather get the S70 wagon or the 9-5 wagon?). > I like the new Volvos coming out, they look nice and I want to drive > one. It's clear that Saab needs to work on their owner loyalty! heh heh heh >> >> But, Saab reported sales 45% higher over the last year, so > something's >> going right. Let's face it - I love Saabs, and I don't like GM, but >> without GM Saab would likely have died. > Oh.....I don't know. Maybe they got to that point, but I still get the > feeling it wasn't their only option and it could've been handled > differently with the right people involved, but what do I know? Saab was pretty deep in the red. Sooner or later, you can only lose so much money and so much market share before you have to give up. Saab always had it's aircraft division to fall back on, but they would have eventually had to cede their auto division if someone hadn't stepped in to take over all their debt. -- {}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{} \|/ {} RogerW {} 0< --! {} {} ^^^^(*)^^^^ {}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{}{} ^^ / \ ^^

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