Saab: Don't You Forget About Me
January 31st, 2011 1:50 PM
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Can Saab overcome a miserable couple of years that saw global sales plummet as the Swedish brand was kicked out of the GM kingdom? If so, you will be seeing lots of this, the first US-market ad from Saab since the brand’s sale to Spyker was completed. Meanwhile, with Volvo in rebuilding mode as well, seeking to maximize its marketing spend per vehicle, America had better get used to the Swedish turnaround storyline. And, for the sake of these two marginal brands, consumers had better respond to their heritage-heavy pitch.
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I wish I would look at buying a SAAB again. #7, just to continue the 900/9000/9-5 line. But I do not see a single one that would appeal to my inner hardcore saabisti. What they have now is either untried and prohibitively priced 9-5 (and this one will not surprise me to rival early 9-5s in its reliability, being developed during all the turmoil years), or an outdated and quite fragile 9-3SS with very little space inside. Now if they built a limited run of 9000s - I'd be seduced. But the way they are now - thanks, but no thanks. I'll stick with the Outbacks.
I think it less about marketing dollars than distribution. SAAB should raise some money and start buying out US dealers. Gives you a chance to microtune marketing, and with low volumes you don't worry about inventory so much. Case in point: all the dealers who ordered low end 9-3SS with automatics who can't sell them, while the higher end aero and convertibles are gone. I'm more worried about visibility. If I was saab, I'd get a few 9-5s to drive around big markets (boston, NYC, DC and SF) just so people can spot them. Do it as a facebook game.
Well, it looks very attractive to me...
I'm not sure how that heritage spot is gonna play in Peoria. Oh, sure, the Saab loyalists in North America will "get it." They'll see famous and historic Saabs and footage of rallying and understand the Saabishness of the message. But will the mainstream car-buying public? Very few of these old Saab models ring the bell of recognition, let alone register pangs of nostalgia and desiere among consumers. Instead, this spot says, "We made a bunch of obscure, quirky cars you've never seen before. Here's our new one." Don't get me wrong, I like Saab. I would like them to survive. But I think they need to sell the current 9-5 on it's long list of solid feature-benefits and technological attributes. It's a good car. The best of the Buick-Opal iterations of this platform.