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I agree: brand identity and uniqueness are lacking
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Posted by Paul [Email] (#792) [Profile/Gallery] (more from Paul) on Sun, 1 Aug 2004 14:09:41 Share Post by Email
In Reply to: 9-3 Aero 03-04 vs Volv AWD S60 R or Acura TL, Cornwallis, Sat, 31 Jul 2004 21:36:30
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I agree with your observations. My 2001 9-3SE lease ended in December. Had there been a 9-3SS Aero Hatchback (not a wagon with the phrase "sport hatch" in the marketing literature) I would have swapped into it. I opted to buy my 9-3, due to the unique mix of performance, style, and utility--the core of Saab's traditional appeal to it's loyal base. At the very least, Saab should have launched the 9-3SS with two models, a sedan (for mass appeal) and a hatch (to respect and hold the loyal customer base). When I bought my first saab (1987 900 Turbo), Saab was the clear leader in combining sport, style, utility, safety, and bad weather handling (with its pioneering front-wheel drive). It was that unique mix of attributes that formed the core of the Saab identity and led to brand loyalty. I would say they have lost their lead in every one of those categories. If I were replacing my car today, I would probably go for a BMW 325Xi wagon. BTW, I like the styling of the 9-3SS.

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