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image makeover
Posted by Chas (more from Chas) on Fri, 19 Jan 2001 09:38:51
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The subject of advertising came up earlier with regard to year end sales results for Saab and the consensus, based on posts here, seems to indicate that most owners think that the current campaign is lame and at times confusing. I agree. The ads have a pretentiousness about them that I would think turns a lot of potential buyers off thus making them counter-productive. In effect, while now maybe aware of the Saab brand, they may not want to be associated with it and therefore go out of their way to avoid Saab. I just heard the radio spot where the guy, in a thin wimpy voice, talks of New Years resolutions combining fun with saving money. "at Saab, these two don't have to be mutually exclusive". Give me a break. Then the challenge to the masses that "most people who test drive a Saab buy a Saab" again has a tone of arrogance, presumption and even intimidation as if to say "if you dare come in here, we'll get you one way or another". I say blow the whole marketing plan to bits, spend some serious money and bring in a top agency to get the message out about these fine unique cars. Saab needs an image makeover.
Posts in this Thread:
- image makeover, Chas, Fri, 19 Jan 2001 09:38:51 <-- Viewing This Message
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