Saab vs. the rest of them (aka How to sell the 2007 inventory)
Apparently, Saab USA is keen to move the existing Saab inventory. They’ve resorted to the age-old tactic of comparing themselves to vehicles that Saab marketing believes that they compete against: Audi, VW, BMW and, of course, Volvo.
The full list of comparisons may be found here.
In my view, this completely ignores a basic fact of life in the United States: choice. Americans have more choices about more things from cars to television channels than any other place on earth. Saab is trying to sell Saabs by comparing to only other European brands? That thinking is flawed in my view — I live in an affluent area of the country (see here and here), and I see a much larger proportion of Japanese vehicles on the road than European makes. That is, in my area, people can afford a luxury or performance automobile, and they prefer to buy a Lexus, Infiniti or Acura over Saab, Audi, BMW, Volvo or VW. If you wish to be a global player, you absolutely must benchmark yourself against the best without regard to origin or philosophy.
Am I saying that Saab should become like those Japanese brands? Absolutely not! However, they must be considered a valid alternative to Saab. The Lexus IS series is especially good at attracting the type of buyer with whom Saab does well: someone that wants a car that has high-performance technology but is also practical. They are also very, very good at something else that all car buyers want: new designs on a frequent basis. Toyota and Nissan have proven themselves nimble, capable of quickly designing, developing and producing excellent new vehicles when the market moves. It’s a huge understatement to say that Saab doesn’t excel in this area.
Note to Saab: Thanks for the new 9-3! It looks great. Send new 9-5s soon. And make them killers. Powerful, practical, personality-filled and fun-to-drive. You’ve done it before, just do it again!!
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Customers purchase Toyota products for two simple reasons: rock solid reliability and great fuel economy – with the unstable gas prices here in the USA that is hard combination to beat. Nobody buys a Toyota Corolla or Camry because they love to drive or for innovative design – they buy them because they do not have to think about them.
Funny – you mention Saab to some people and they immediately say “poor reliability” or “high repair cost”. You don’t get that when you say Lexus or BMW. Also - keep in mind many Saab products are sold at GM dealers – and GM dealers have a bad reputation for customer service in many areas of the USA. Give a Saab to a Cadillac technician and they are lost – and that is what happening in many areas.
As for Saab moving some 2007 vehicles – a healthy rebate and some zero percent financing will seal the deal for me on a ’07 Aero SportCombi. I think the car is great value with some incentives attached to it – because I am bit concerned about the reliability – so hopefully it will be a long term reliable vehicle as well as good value.
You can mark one more off the top… mom just picked up her M07 9-3 2.0T Anniversary Edition today.
CL
Americans have fewer choices when it comes to wireless phones and broadband connectively than the rest of the developed world.
Just something to think about when you’re sending your monthly check to the cable TV monopoly in your town.
I’m not an MY-07 buyer, I’m enjoying my MY-00 9-5 Aero too much, and it has a lot of life left in it. And I’ve got some mods I’m looking at.
I have to say, though, I am a likely Black Turbo buyer. Give me two more years, 320 or more hp and XWD, and I’m there. Hopefully there will be a SportCombi version of the Black Turbo!
I’d love to combine a trip to the ‘09 Saab Festival with International Delivery of a Black Turbo.
Saab owners have been left at the altar many times before when GM made promises it did not keep. But for the first time in many years, it looks like Saab’s future is a bright one.
I will give Saab and GM a lot of credit for XWD — they didn’t just go get a cheap off-the-shelf AWD system, they went out and got a new and what appears to be an industry-leading system.
So is this site now a two-headed monster of Swade n’ Eggs?
(I seriously cannot read enough things SAAB-related, so bring it on.)
I just went to drive a new 9-3 last week. (I’ve been looking at replacing the Viggen and have driven about 10 other cars. A write-up is in process)
Upon arrival, my mother, who was along, made some comment to the salesman about me being a big Saab fan but looking around. He said “Oh, we don’t want to lose you to Volvo.” I replied “Volvo isn’t your problem, Subaru is.” He said “We don’t see them as competition.” I could barely hold myself back from replying “Yeah, that’s the problem.” because having recently driven the competition, the 9-3 is not competitive with the cars they would like it to be, on price or product.
Saab isn’t going to change people’s perception of Japanese cars. If someone wants to buy Asian, they’re going to do it, no matter how misinformed they are. People buy the cheap Asian cars because they (mistakenly) think that that’s the only way to get good mileage and reliability, and that’s all they care about. These people aren’t Saab customers, they don’t care about the drive. The people who buy expensive Asian cars are probably more likely to look at Saab, but probably wouldn’t buy one anyway because they’re not “classy” enough, apparently. Also, they’re not looking for performance and value, they’re looking for cheap, soulless luxury.
Jeff: just Eggs temporarily trying to save Swade’s bacon.;). I’ve turned in my keys (for a while). It was fun, but I’ll tell you this: it’s harder than it looks!
Greg,
I’m pleased to report that from a chat I had last week in Trollhattan that SportCombi wish will apparently be granted. Black Turbo was initially slated as a Sedan only, but from what I heard last week a SportCombi will be made available as well.
Good news!
Greg: good point. Anything that requires uniform competitive infrastructure is difficult to develop in a country of our size. That’s my primary argument against E85 — how are we going to pay for the massive investment required to distribute it and maintain a competitive environment as well?
Adam, I for one am definitely looking forward to your writeup of 9-3 competitors. Do tell.
It’s written, but I need to cut it down. It’s far too long right now. I should have it ready by the end of the weekend.