Re: What is Needed - Saab General Bulletin Board - Saabnet.com
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Re: What is Needed
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Posted by KevinM (more from KevinM) on Thu, 13 Jan 2011 19:20:13 Share Post by Email
In Reply to: Re: What is Needed, turbocon86, Thu, 13 Jan 2011 07:36:05
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Problems:

Awareness is low. If you asked 100 motorists to name three premium brand cars, how many hits would Saab get?

Availability. Dealers don't have much new inventory.

Economics. We're still in a steenkin recession.

Glut. The car market has too many choices for consumers, safer choices (is the perception) than Saab.

Trends. Automotive tastes, they are a changin. The new 93 sounds like a potential match, but I'm hearing 2013 for availability. Aalso, modern car design seems to be drifting into a model built on service pods for the starship Enterprise. Very unSaaby.

My POV:

There are some things advertising can't fix. (see above)

Get crackin on the smaller, more economical, funner 93.

Act as if the brand is absolutely new. Don't mess with history. What's they sweet spot in spending yr dough on a new Saab?

Test consumer reaction to ads that focus on utility + an engaging driving experience. Weeweewee, the pig in the GEICO ad, could be a Saab driver.

Personal Anecdote:

I was snowed in for two days by the New England storm. My snowplow truck guy with his 4wd GMC with blade got to me on day 2, that's how ugly it's been out there. His truck got stuck in my driveway. Took half an hour to dig it out. After he got out, I started my two '99 Saab 9-5s, both of which were covered by 2' of snow, (they both started immediately), let them warm up for couple minutes, put each in gear and drove through the same snow pile that had stopped the 4wd PU. The first Saab spun a wee bit; the second none at all. Both have Goodyear ComfortTreds All Season tires. My plow guy said, "Sweet Jaysus! I should put a blade on a Saab."

posted by 72.195.141...

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