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, Sat, 15 Apr 2006 19:54:07
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My thoughts...
First, there were two 9-5s there, a sedan and a wagon. The Saab exhibit was much bigger this year than in previous years; you needed to wander around a little more to see it all. There was some discussion here a long time ago about whether the new taillight turn signals would be red. They won't; there are clear stripes in the lens, and the turn signal bulb behind there is orange. Well done, I think, making it look red when the signal is off and orange when it is on. Not sure I like the grill, though.
I thought Saab had two of the most exciting cars at the show in the Sonett and the Aero X. However, they botched the exhibit in both cases.
The Sonett was all the way at the back, out of the way of traffic, and hard to see when wandering through other areas of the show. When you have a show-stopper beautiful car like that, you need to let people see it. The few people who did wander back there while I was there were really excited about it, and surprised that it was a Saab. But marketing doesn't work if your audience doesn't see it.
Similar problem with the Aero X. It was on a turntable in the middle of the display, so no problem finding it, but the operators were not allowed to open the canopy?!? The whole point of the Aero X is to demonstrate that Saab still follows its aviation roots, in keeping with the "Born From Jets" ad campaign. The one obvious marketing gimmick of the Aero X is the canopy. Demonstrate it, and people will think Saab is cool. Sit there and say "no" and people will think, "oh, just another futuristic-looking concept, just like every other brand". C'mon Saab marketing! Get your act together and stop missing opportunities like this one to win customers.
Oh, and lose the cheap roll-out trunk cover on the 9-3SC. Just because BMW does it doesn't mean Saab should stoop to that level too. Give me something that automatically lifts up when I open the trunk...something like...well, maybe the original 9-3 hatch. Lots of things are better about the new car, but don't throw the baby out with the bathwater.
Ok, enough ranting.
The other thing I noticed at the show...I still couldn't find any new car, from any manufacturer, that I'd want to have in place of my 1999 9-3.
Matt
'99 9-3 base
posted by 65.107.212...
, Sat, 15 Apr 2006 19:54:07, Mon, 17 Apr 2006 19:15:30, Sat, 15 Apr 2006 20:18:00
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