kaslop and others have made a good point, and I'll reiterate it here just to be clear: If your premise is that Saab buyers are unique and make their own decisions, then you're not going to successfully market to them by showing them that other unique people buy Saabs. Your target audience doesn't care what other people do, unique or not.

People who make their own decisions make them based on the values that are important to them. You, as a marketing agency, need to identify the values that Saabs appeal to and give us the facts that illustrate how the Saab appeals to those values.

Saab's core values, in my opinion, are practicality, safety, performance, and comfort. Here are some thoughts on each:

Practicality: The 9-5 Wagon has more cargo capacity than a Subaru Forester or a BMW x5. And it has better fuel efficiency than either. And I'm sure you can come up with even better comparisons.

Safety: 9-3SS is the first car ever to be an IIHS double best pick. EVER.

Performance: Give us third-gear acceleration times, 30-80 times, etc...areas where the Saab shines.

Comfort: Aircraft heritage...the controls are grouped around the driver, easy to reach. I sat in an Audi the other day, and I couldn't reach the window controls while sitting in the front seat, until I leaned over and twisted sideways. Saab pioneered heated seats 20 years ago. I believe they were also the first to offer ventilated seats a few years ago. Refrigerated glove box.

If you give us the facts, and tell us what makes a Saab unique (other than the people who drive them), then people who think for themselves will have something to base their decisions on.

Tell us why the car is unique, not why its drivers are unique.

Matt
'99 9³

posted by 65.106.18...

• Be a part of a new Saab Web site, shweri, Fri, 25 Mar 2005 07:25:33
  • You really opened up a can of worms, shweri, No Snaab, Sat, 2 Apr 2005 07:00:33
  • I'm not quirky, Erik, Tue, 29 Mar 2005 10:06:26
  • Re: Be a part of a new Saab Web site, dboone, Mon, 28 Mar 2005 19:56:49
  • Recommendation, kaslop, Sun, 27 Mar 2005 08:30:09
    • well said, MO, Mon, 28 Mar 2005 08:23:39 <-- Viewing This Message
    • i think you're harshin' on this too much....>>, a prodigal son, Sun, 27 Mar 2005 20:16:36
      • clubs and 'clubs', kaslop, Mon, 28 Mar 2005 13:10:46
        • solid. i hear you on all counts. stream should be up>, a prodigal son, Mon, 28 Mar 2005 14:10:24
    • Re: Recommendation, No Snaab, Sun, 27 Mar 2005 14:36:50
  • Sorry, I'll pass..........., andy , Sat, 26 Mar 2005 08:08:51
  • This sounds like a terrible idea, Brian A Lee, Sat, 26 Mar 2005 05:46:52
    • We're not ugly, RS , Sat, 26 Mar 2005 06:03:48
      • Re: We're not ugly, Brian A Lee, Sat, 26 Mar 2005 06:49:27
        • Yeah, Q would need a different seatbelt setup, RS , Sat, 26 Mar 2005 06:58:42
  • Scott is right, Pete Saab 9-5, Fri, 25 Mar 2005 10:45:30
  • Re: Be a part of a new Saab Web site, Scott Paterson , Fri, 25 Mar 2005 10:23:31
    • Re: Be a part of a new Saab Web site, shweri, Fri, 25 Mar 2005 18:02:59
      • Re: Be a part of a new Saab Web site, dboone, Mon, 28 Mar 2005 20:23:57
      • I'd rather know why the car is special and unique, saw, Fri, 25 Mar 2005 18:03:43
        • you do point out a funny irony though but i still>, a prodigal son, Sun, 27 Mar 2005 20:20:49
        • Re: I'd rather know why the car is special and unique, big monkey, Sun, 27 Mar 2005 08:51:00
        • Ads don't sell cars sales people sell cars..., Rookie, Sat, 26 Mar 2005 18:35:11
          • Re: Ads don't sell cars sales people sell cars..., dboone, Mon, 28 Mar 2005 20:33:34
            • Macintosh, Nissan, Steak n' Shake, AFLAC..., Rookie, Mon, 28 Mar 2005 22:12:05
              • Re: Macintosh, Nissan, Steak n' Shake, AFLAC..., dboone, Mon, 28 Mar 2005 23:26:33
                • all right..., Rookie, Tue, 29 Mar 2005 11:38:52
                  • Re: all right..., dboone, Tue, 29 Mar 2005 18:54:36
                    • Don't think it will last..., Rookie, Tue, 29 Mar 2005 21:42:03
                      • Re: Don't think it will last..., dboone, Wed, 30 Mar 2005 08:54:36
                • Re: Macintosh, Nissan, Steak n' Shake, AFLAC..., Spiros Trianta, Tue, 29 Mar 2005 08:44:23
                  • Re: Macintosh, Nissan, Steak n' Shake, AFLAC..., dboone, Tue, 29 Mar 2005 10:21:47
        • Here's a picture..., Advocate, Sat, 26 Mar 2005 06:40:30
          • That *is* darned nice, RS , Sat, 26 Mar 2005 07:01:26
          • This is truly unique, Advocate, Sat, 26 Mar 2005 06:41:23

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