Saab-i can be found on the www.saabusa.com corporate website, and is available free of charge to any site visitor who completes a personal profile form. Based on such survey information as type of car owned, preferred attributes such as safety or performance features, and recreational preferences, Saab-i subscribers receive personalized e-mail on a monthly basis. Each e-mail includes a link to a customized website, where the subscriber will discover a menu of customized information created for his or her individual profile.
For example, a site visitor who currently owns a new-model competitive car (and 30% of Saab's website visitors do), who is primarily interested in performance and likes to go mountain biking in his spare time, might receive a custom website that includes a comparison of his model car versus a competitive Saab model, an overview of Saab performance attributes, information on the power of turbocharging and a special offer for a Saab bike rack.
Saab will be testing the program for a six-month period, and expects to build a significant database of prospective buyers. In additional to closely tracking subscriber demographics, Saab, in conjunction with partner Martin Interactive, a division of The Martin Agency, Richmond, Virginia, will be measuring incremental sales generated from the service.
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