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, Mon, 13 Apr 2009 09:24:42
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This is a good point that Saab needs an identity to differentiate it from the other brands. It is also a good point that Saab is probably not best in any one single category (although, that could be argued), but Saab's big advantage that could be marketed is that it gives the owner a great combination of useful features.
Safety, power with fuel economy, versatility, cargo capacity (sport combi models), fun to drive
Tag line could be: "Why sacrifice? Drive a Saab."
Or, in an animated fashion it could be...
"Why sacrifice ________? Drive a Saab."
...where the blank rotates the words "fuel economy", "safety", "power", "fun".
Most potential car customers probably don't know about Saab's safety history and safety innovations, power and fuel economy from turbocharged engines, etc. Now while everyone is trying to get the most for their money, it's time to play up what you DON'T have to give up with a Saab. People think safety=Volvo, driving experience=BMW, etc. Saab probably can't change that perception for any one category, so why not position Saab as the choice where you don't have to compromise and you get the best combination of all of these?
posted by 129.33.49...
, Sun, 12 Apr 2009 05:22:49, Sun, 12 Apr 2009 18:34:34
, Mon, 13 Apr 2009 06:33:34, Mon, 13 Apr 2009 09:24:42, Mon, 13 Apr 2009 10:33:44, Sun, 12 Apr 2009 05:44:00, Sun, 12 Apr 2009 17:38:05
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