But couldn't the brand be reborn? - Saab 9-5 Bulletin Board - Saabnet.com
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But couldn't the brand be reborn?
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Posted by Noel [Email] (more from Noel) on Tue, 8 Jul 2008 14:04:52 Share Post by Email
In Reply to: There are better chances of all of us pitching in, Wasabi, Tue, 8 Jul 2008 06:15:02
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Perception is everything. Marketing is critical, and it drives image.

For example....
VW was in the tank 10-12 years ago. Then they changed ad agencies and started the "Drivers Wanted" campaign and ran cool ads that created a hip new image for all the car lines. Sure the cars still had a host of mechanical issues (still do), but the brand was rebuilt.

Same for Audi, which was nearly killed off in the late '80s. Now they are desirable cars despite high prices and high repair costs.

Even Cadillac has been turned around from being a rich grandpa car to a upscale line for Type A overachievers.

The same could be done with Saab. Perception is everything, and Saab needs to alter the market perception of the brand. There aren't many real reasons the whole brand can't be successful, except for the lack of will at GM to do so.

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