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Color me skeptical
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Posted by Noel [Email] (more from Noel) on Wed, 17 Sep 2008 06:01:33 Share Post by Email
In Reply to: 2010 9.5 prices and cANNOT BELIEVE IT, ffb, Tue, 16 Sep 2008 03:50:47
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First, I doubt real-world pricing for 2010 models has been set. That's a moving target 12 months out. No company in any business sets prices for yet to be available products a year before introduction. Price ranges, maybe, but not starting prices.

However, if Saab wants to make the 9-5 a flagship model with the apparent/perceived quality of an Audi A6, MB E-class or 5-Series Bimmer and puts in all the goodies and features to do that, then sure, there could be a $50K 9-5. But it would require a LOT of expensive, strong marketing to sell the concept. And it also has to compete with Lexus, Infiniti and maybe even Hyundai's new Genesis.

But it ain't likely. This can be done successfully but not in one big jump, given that no one pays anything near sticker for Saabs and the perception of the brand is one of expensive to own and unreliable. I could see adding the good stuff and gradually raising the price over 2-3 years, but it is unlikely to work in a single step, especially for a brand that is pretty far from the mainstream upscale niche.

From a marketing and positioning POV, Saab would be better off trying to be more mainstream and offering some high-value products further downmarket. That can help build the brand faster than an upscale model that relatively few can afford.

However, if there is a $52K 9-5 coming in 2010, I'll buy one in 2013 for $27K.


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