The new 9-5 is but one piece of the puzzle. It's a nice flagship car but is not the "bread and butter" car in the way that the 3-series is for BMW or the A4 is for Audi. Or that the Camry is for Toyota.

As others note, Saab fairly desperately needs a new 9-3, which if configured the right way, can be Saab's bread and butter car. It could be really well augmented by a 9-2 or 9-1 (retro models or otherwise), but a 9-3 that appeals to a broader audience is the most critical. The 9-4 is nice, and fits a certain market segment, but isn't going to bring hordes of buyers to the brand.

With the 9-5, a new 9-3 and a 9-4 Saab then has a product line that can be marketed. But it has to be done right. Saab has generally been weak at marketing, using one campaign and tagline after another, with none of them lasting long enough to build good brand identity that really differentiates the brand. It's as if they have no clue at all in this area. To build a brand Saab needs a better understanding of its customers and then a really good advertising and marketing agency to communicate the brand promise.

For example, look what VW did with the "Driver's Wanted" campaign. That conveyed the image VW wanted to communicate and was very effective from a branding and marketing POV. And really helped VW in terms of sales.

BMW has run the same "Ultimate Driving Machine" tagline and marketing message for *decades*. Why? Because it conveys their brand image and it works.

Right now, Saab needs to do more to get the word out that it's alive, but I suspect they are conserving resources. This actually makes some sense: The most likely prospects for a new 9-5 are existing Saab owners and they can be reached without mass market advertising, at least for the time being.

There's more to this, but this is just my $.02 for this morning.

• recent Saab developments, David in Michigan, Wed, 12 Jan 2011 14:16:27
  • Lots of moving parts to coordinate (long), Noel, Sat, 15 Jan 2011 06:52:50 <-- Viewing This Message
  • They need a new 9-3 before a big push, Mike Johnson, Thu, 13 Jan 2011 07:27:18
    • I agree, No Snaab, Fri, 14 Jan 2011 16:04:35
  • Re: recent Saab developments, ChrisP, Thu, 13 Jan 2011 06:37:11
  • Re: What is Needed, BTG88, Wed, 12 Jan 2011 19:04:33
    • Re: What is Needed, James, Thu, 13 Jan 2011 08:19:47
    • Re: What is Needed, turbocon86, Thu, 13 Jan 2011 07:36:05
      • Re: What is Needed, KevinM, Thu, 13 Jan 2011 19:20:13
      • Re: What is Needed, ron, Thu, 13 Jan 2011 08:12:46
  • Well, ya...they should be reviewing the ad agency...., turrbo , Wed, 12 Jan 2011 18:35:24
    • Re: Well, ya...they should be reviewing the ad agency...., LesH, Wed, 12 Jan 2011 18:37:34
  • Re: recent Saab developments, John Myers, Wed, 12 Jan 2011 15:20:05
    • Re: recent Saab developments, pete , Wed, 12 Jan 2011 20:02:36
      • Re: ...or BMW's agency. n/m, Street, Wed, 12 Jan 2011 20:43:34

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