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Saab's Chance!
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Posted by Jon in Chicago (more from Jon in Chicago) on Wed, 5 Feb 2003 12:19:21 Share Post by Email
In Reply to: The Great VW Debacle, chris74, Tue, 4 Feb 2003 20:29:06
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I hate to say this, b/c I don't love the safety issues VW/Audi has created for their customers, but I love the fact that this is happening to the VWAudi Group. Great design and great interiors with savvy advertising are a sure bet for a cool reputation and ceilingless sales in the US but, come on!, VW/Audi have always made products which are the very definition of hubris. This is one of the reasons why I always defend the Japanese cars, even though I don't care to drive one. Not because they are ever that cool or fun but because they don't make any claims to be what they are not. VW engineering and particularly Audi engineering somehow just exude a level of overconfidence that smacks of downright elitism. And Saab, if they can get their US marketing butts in gear, could surely benefit from their slip-up as Saab has always been cool and kind at the same time. Hell, show commercials with fun loving socially conscious college kids home for Spring Break borrowing their dad's 9-5 and going out for joy ride! Then show them at the dealer with their parents buying their first Saab 9-3SS and driving back to Vassar College (or some such kooky ideas). But it's Saab's chance. As the design conscious US new yuppies (I think their called Bobos? according to Slate.com) are still buying, Saab as a design leader should leverage this to better sales. And, damnit, if they'd only made that 9-2 hatch as well!!

Jon

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