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I reread your question and realized that I didn't answer, at least not directly, some of your questions. Let me try here.
* What is a typcal US Saab driver like? Who drivers a Saab?
That's a really tough one and opens us up to a lot of generalizations. I would guess your best bet is to get some surveys and really quantify this. I'm certain Saab has done some, could you get some data from them? If pressed, I would answer that we are generally well educated, probably less prestige oriented than owners of other upscale cars. I believe we tend to be an active lot but with a very wide variation in how we spend our time. Personally, I work too much, voluteer some but not enough, enjoy jogging and camping. I'm politcally aware but not very involved.
* Can you tell from just looking at someone that he/she is a Saab owner?
No, certainly not. I've often noted that another Saab or two is parked nearby when I go shopping and like to try to guess who the owner is. It's difficult and on the rare occasion that I actually see them going to their car, I'm often surprised. Frankly, that's probably a good thing. Otherwise, I'd be pestering people at the grocery store about how many miles they have, how reliable their car has been, encouraging them to join the local Saab club or patronize a couple dealers/shops that I prefer and heaping praise on the SPG owners that I currently envy! Ahhhh, if only I could identify the attractive young women who can appreciate both the 85 900 and 00 9-5...
* Is it a typical first or second car?
Cabrio owners: Probably 2nd. Others: Probably 1st.
* Does the typical traits of the owner vary in different parts of the US?
As has been stated, there probably is a split between the cabrio owners and the rest of us and that's probably reflected geographically also. Other than that, I'd guess we are probably pretty similar across regions. The only exception I'd probably make is that Saabs are probably less of a fringe group out east and thus the owners are closer to a normal demographic. Minnesota probably has an average number of Saabs while I saw very few in Arizona. I'd guess that the fewer there are, the more ecentric the traits tend to get.
* Does the traits match the people Saab tries to reach through it's advertisements?
Recently, I've seen/heard both limited print and radio advertising (though not much recently) here in Minnesota. I have not seen any TV ads but then I don't have cable or satillite and broadcast is not the right avenue for Saab.
I'm rare here in that I actually like the message of the current campaign ("People who test drive a Saab usually buy one"). I agree with it but I also think that Saab needs to expand its market share and I do not think this campaign will do it. Most Saab owners I know have some emotional attachment to their vehicle(s). This campaign does not play on that factor, in my opinion. Instead, it seems to work the rational angle HOWEVER most non-Saab owners are either unaware of Saab or have a skewed (and probably poor) perception of Saab (at least outside the North East). I would hazard a guess that most non-Saab owners percieve them as expensive, unreliable, difficult to service, odd looking European cars. That Saab then tries to make it a rational decision seems exactly the wrong tactic. They are attacking the most difficult aspect.
Keep in mind that Saab only sells 40,000 cars a year in the US. With the Ford Taurus, Honda Accord, Toyota Camry each selling 200-300,000 units a year, this is nothing. However, it also means that Saab only needs to move another 10,000 cars a year to achieve 25% growth.
I believe that this would be more easily achieved by appealing to emotion. Look at how Audi positioned the A6 - beautiful slow motion angles casting the car in very prestigous manner, throughout Europe. Yes, the car looked different but those commericials made it look like that was finally a good thing. I think the 9-5 could use the same treatment. The 9-3 cabrio also needs to be cast in the same light. I'd love to see (and know Coolknight would as well) the Aero or Viggen trouncing the competition at 5-10,000 feet. Performance baby... Look to BMW/Porsche for some great pointers here. Maybe they should contact Fallon here in Minneapolis. They handle BMW advertising and have done some work for Porsche. How about, as we've often talked, some advertising directly addressing Per Eklunds Pikes Peak win? What about some photos of wrecked Saabs, touting the EuroNCAP award? I guess my point is, Saab is not using what they've got.
It's my hope that Saab is just treading water right now, waiting for an onslaught with the introduction of the NG9-3.
How about this as a series of commercials... The angle being "One Car - So Many Personalities." Start each showing a brief shot of the new 9-3's being produced in Sweden. That ties the commercials and product together. Following that, cut to different activities. Show one being shipped to an amature rally champion. Have another show someone putting a sofa in the hatchback (they did that in my 85's brochure). Have another, as I mentioned earlier, showing the Viggen rocketing away from the BMW/Audi's/Volvo's at altitude. How about one going to IIHS for crash testing or Saab's Moose test? Just a thought - I don't know a thing about marketing and it probably shows.
Bryce
85 900S
00 9-5 Aero
, Tue, 20 Feb 2001 23:56:25
, Mon, 19 Feb 2001 13:38:02, Mon, 19 Feb 2001 06:40:54, Sat, 17 Feb 2001 23:08:44
, Sat, 17 Feb 2001 21:37:51
, Sat, 17 Feb 2001 17:55:51, Sat, 17 Feb 2001 11:41:08, Sat, 17 Feb 2001 10:57:49
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