of an image, building a set of perceptions. And knowing your audience. Do that for even a semi-decent product and business starts rolling in--whether the marketing message is really accurate or not.

Honda and Toyota push reliability.
Mazda uses its "Zoom Zoom" campaign to convey fun to drive sportiness.
Subaru uses its AWD capabilities to pull in active outdoor sports people
BMW pushes its handling and German engineering as the Ultimate Driving Machine.
Ford has "tough trucks"
Pontiac schleps performance
Cadillac says its cars turn the owner on.
The list goes on.

Meanwhile Saab has the misfortune to be Born from Jets, as if that means anything.

Saab is not the best at anything, but it does many things well. But none of the clowns who do the marketing for the brand have any idea of why Saab loyalists buy the cars, what sets them apart and how to appeal to other people with similar needs/wants in a car. These days, why wouldn't someone want a wagon that can hold a family of 4 and their luggage, be comfy on a long trip, be fun to drive, safe in a accident, and get 30 mpg while not compromising good handling and acceleration for passing?

But when it comes to advertising and marketing Saab blends into traffic like a guardrail.

Saab used to be an alternative to BMW when the C900 Turbo was one of the yuppie cars of choice. Then there was an appeal to individuality (Find Your Own Road). Then Saab lost its way.

VW came back from the brink with strong advertising and marketing in its Drivers Wanted campaign. Saab could do this, too, but it requires real vision at the top and a great ad agency. Saab appears to have neither at the moment. Hopefully a new buyer will seize the brand and make it fly again.

• Saab 9-3SX 2.things I didn’t know any road car could do, JohnA , Sun, 12 Apr 2009 05:22:49
  • Re: Saab 9-3SX 2.things I didn’t know any road car could do, swede-murphy , Sun, 12 Apr 2009 18:34:34
    • Driving capabilites don't sell cars, Bill Homer , Mon, 13 Apr 2009 06:33:34
      • Re: Driving capabilites don't sell cars, Noel, Mon, 13 Apr 2009 08:40:51
        • Re: Driving capabilites don't sell cars, Justin VanAbrahams , Mon, 13 Apr 2009 09:24:42
          • Maybe the theme is "the total package", Mark Anderson, Mon, 13 Apr 2009 10:12:43
            • Exactly! Marketing is all about creation, Noel, Mon, 13 Apr 2009 10:55:18 <-- Viewing This Message
              • Right, other brands are trying the "us too" now also, Mark Anderson, Tue, 14 Apr 2009 11:09:02
                • Re: "Mission Flexibility"? Innovation? Turbo-X, Dave Chicago, Wed, 15 Apr 2009 05:57:27
            • Re: Maybe the theme is "the total package", Justin VanAbrahams , Mon, 13 Apr 2009 10:33:44
              • Re: Maybe the theme is "the total package", oldsaab, Mon, 13 Apr 2009 12:44:05
  • video, JohnA , Sun, 12 Apr 2009 05:44:00
    • I love those videos>>>, bever77, Sun, 12 Apr 2009 17:32:51
      • shhhhh....don't tell anybody. It's a suprise! n/m, JohnA , Sun, 12 Apr 2009 17:38:05

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