Re: Do you work for GM's marketing department - Saab NG900 & OG9-3 Bulletin Board - Saabnet.com
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Re: Do you work for GM's marketing department
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Posted by Bruiser (more from Bruiser) on Fri, 5 Dec 2003 16:09:40 Share Post by Email
In Reply to: 'cuz 9-3 isn't marketed as a "family sedan", Glenn, Fri, 5 Dec 2003 15:11:25
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A linear SS aint stealing any sales from MB, BMW or Audi so quit drinking the cool aide. About the only Euro competition the 9-3 SS linear is knocking off are Volvo S 60s and S 40s and the occasional Passat. The catchet of the Teutonic brands and their performance advantages over the FWD 9-3 SS pretty much preclude anyone but a value conscious consumer from choosing a 9-3 Ss over a BMW 325 or MB 320 or Audi A4.

Instead of trying to compete against brands and models it can not outclass, SAAB should instead seek to expand its brand acceptance among the millions of CAMRY and ACCORD owners who may have empty nests and may be looking for something a little racier and exotic and safer than the run of the mill new CAMRY or ACCORD. Dilution of the brand image???? What brand image??? Where have you been since 1990 when the C&D included a SAAB in its 10 best list.

If GM's plan to remove the hatch, and go mainstream then the logical progression of that is to expand the base market for the base model by cannabalizing sales from Nissan, Toyota and Honda. Once the pinheads at GM market a 9-3SS wagon variant in base trim, they will have the opportunity to exploit their price point appeal geometcially.

Of course, I know there are many that feel that SAAB has a brand identity similiar to Jaguar or Porsche but GM has doen its best to dilute the style and uniqueness. Now SAAB's models are generic sedans just like ACCORDs and CAMRYs. Getting people to buy their firts SAAB is now far easier as it already resembles what they are used to buying.

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