interesting piece...Suby has a challenge in - Saab General Bulletin Board - Saabnet.com
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interesting piece...Suby has a challenge in
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Posted by Noel [Email] (more from Noel) on Thu, 29 Apr 2004 06:23:24 Share Post by Email
In Reply to: OT: interesting about Subaru's positioning as premium, SaabKen in Vancouver, Wed, 28 Apr 2004 16:36:53
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raising their image from the "sensible shoe" one noted in the article. And price is a big issue, even though consumers are accustomed to paying north of $30K for a car these days. There's a lot of competition in that price segment.

I remember a couple of years ago going into a Subaru store to look at a wagon and when I saw the price at $32K I said to my daughter (who thought the Outback was nice) that I can get a pretty nice Saab for that or less. (figuring I'd buy a new 9-3 or a CPO 9-5).

But switching ad agencies would make a difference in raising the bar on image. The Martin Agency and Mullen are both good shops (I used to be in the ad biz) and of the two Mullen would have the best ability to make a big difference for Subaru.

A Suby is my second choice after a Saab but they have to raise the bar on interiors and seats. All cars are plastic inside--but it's the kind they use and how they do it. Most Subys still look too cheap for what you pay, IMHO. Wouldn't hurt if they got better gas mileage, too. Their turbo Forester only gets 23 highway, and my 9K CSE almost does that in local driving.

N



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