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New head of Saab Cars USA
Posted by Eric (more from Eric) on Sat, 2 Apr 2005 07:23:23
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From thecarconnection.com
Saab Cars Chief Departs for Booze Biz
Jay Spenchian is the new head of Saab Cars USA, replacing Debra Kelly-Ennis. Spenchian, 46, has been the marketing director for the Cadillac CTS, XLR, and SRX. Kelly-Ennis is leaving GM to become chief marketing officer for liquor firm Diageo North America.
Kelly-Ennis is leaving GM at a time when the automaker is struggling to stabilize and hopefully grow Saab. The laggard premium brand has been starved of new product, but has recently gotten a 9-2X, which is a repackaged Subaru WRX. Later this year, it launches the 9-7X SUV, a repackaged and retuned Chevy TrailBlazer/GMC Envoy. And next year, it gets a second SUV based on the Subaru B9 Tribeca.
Saab is getting more new product than it has ever had, but GM is tempering its investment in the unprofitable brand by leveraging other products from its brand portfolio.
Saab is also in process of rolling out a new brand campaign meant to reposition Saab more clearly as a brand for people who try to steer clear of the mainstream. That campaign has been developed byLowe & Partners, New York, which also handles GMC.
While the GMC marketing and advertising is widely viewed within GM as successful, the new Saab work developed under Kelly-Ennis has been criticized internally. One GM executive said that recently appointed sales and marketing chief Mark LaNeve doesn't think Saab's marketing is on the right track. Spenchian worked under LaNeve when the latter was running the Cadillac brand. -Jim Burt
posted by 68.123.121...
http://www.thecarconnection.com/index.asp?article=8383
Posts in this Thread:
- New head of Saab Cars USA, Eric, Sat, 2 Apr 2005 07:23:23 <-- Viewing This Message
- What surprised me was..., Misplacedyankee , Sat, 2 Apr 2005 16:31:04
- Re: New head of Saab Cars USA, LesH, Sat, 2 Apr 2005 07:46:21
- Seriously, if I had the cash, I'd rock a CTS-V (nm), Hood, Sun, 3 Apr 2005 20:25:36
- I think it might be good news>>, BobH, Sat, 2 Apr 2005 11:22:57
- agreed, Scott Paterson , Sat, 2 Apr 2005 10:40:57
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