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Broadening the Product Line
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Posted by Greg Abbott [Email] (#2746) [Profile/Gallery] (more from Greg Abbott) on Wed, 8 Jun 2005 12:58:21 Share Post by Email
In Reply to: 9-6X to bow at Frankfurt in September, sf, Tue, 7 Jun 2005 16:41:21
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It's not about perfecting brand image, yet. It's about broadening the product line to get people to shop for Saabs in the first place. If GM waited for an "acceptable" Saab-like AWD minivan millions of people would never know Saab exists.

I'm actually encouraged by this. GM wouldn't be rushing these badge jobs out if it didn't have long-term plans for Saab. It's building brand awareness by getting some Saab product into as many car categories as possible. Work on the next, more Saab-like variants is happening as these badge jobs are out there holding Saab's position.

This has worked for other car makers -- wasn't the first Honda/Acura SUV platform an essentially rebadged Isuzu? (Passport/MDX if memory serves).

Long-term this is a very good sign. In five years Saab might well have excellent and distinctive products in these niches.

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