Re: Concerned by BMW / Audi comparison - Saab General Bulletin Board - Saabnet.com
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Re: Concerned by BMW / Audi comparison
Posted by ursaw (more from ursaw) on Tue, 2 Feb 2010 21:17:18
In Reply to: Concerned by BMW / Audi comparison, Bruce, Tue, 2 Feb 2010 09:39:36
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Arguably as far as competition goes that has long been where Saab was marketed. It is the closest at least as far as other car brands out there go and Saab has long directed advertising focus and their products in that general direction. That doesn't mean the cars have to aspire to be the same just the group your trying to pull sales from to something different, better, or as in the case of recent years maybe as an alternative that is a little more affordable as Saab's relative standing has slipped and Audi and BMW have moved forward with better suspension and handling and in other areas.
Think back to the 99 during the 70s and the "Fact vs Fiction" campaign where Saab matched the 99 EMS against the BMW in their advertising. Then there was later advertising in the 80s where Saab aimed their advertising at Audi, BMW, MB (I think) and perhaps others calling out their relative merits (e.g., more space than a blah, faster acceleration than blah, better braking that blah). In the mid-80s Saab was the BMW alternative or even BMW beater with more function and character.
Never mind that Audi and BMW have become pretty good targets it isn't necessarily about aspiring to be the same. For Saab to go head to head and match or win against BMW or Audi on many dimensions isn't bad for us. They can still do it their own way with unique products.
posted by 69.131.20...
Posts in this Thread:
- Special Spyker Statement =), jeff '04, Mon, 1 Feb 2010 17:34:50
- Concerned by BMW / Audi comparison, Bruce, Tue, 2 Feb 2010 09:39:36
- I'd love a 9-5 hatch, PeterH, Tue, 2 Feb 2010 09:07:42
- Re: Special Spyker Statement =), turbocon86, Mon, 1 Feb 2010 19:12:46
- Sports Estate, Mike B, Mon, 1 Feb 2010 17:58:13
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