Comments

• saabyurk said:
  

  Saab used to have some great advertising.
  Golfhunter: Are you the same Golfhunter that posted this interesting Saab ad? If so, what brochure did that come from. I’d like to start searching for something like that. Maybe I should look on eBay Sweden.

  -March 17th, 2008 at 12:19 pm
• jchan2 said:
  

  I really liked the Saab vs… ads of around the turn of the millenium..

  -March 17th, 2008 at 12:39 pm
• Troll96 said:
  

  VW ads from the 1960’s, Honda ads from the 1970’s and Saturn ads from the 1990’s, all had one winning formula. It was that the cars (and therefore the companies) were different because of their intelligent design and engineering. All of this was done in the present tense. The ads didn’t go on and on about automotive heritage because they were selling products that, for the most part, didn’t have any.

  As intriguing as Saab’s history is, it really has little to do with whether the current batch of cars are worth buying.

  Learning from Saturn and VW, we know that when the product lineup falters, (as both VW’s and Saturn’s eventually did) no amount of over-hyped PR about “German engineering” or being a “different kind of company” will cut it. On the other hand, Honda’s credibility is still intact because of the market’s perception that its cars are good values.

  If you go back to the Saab campaigns of the late 1950’s and early 1960’s, you’ll notice a confident assertion that these relatively unknown cars were in fact very good due to their economy, safety, longevity and design. Saab is on the verge of being able to do the same all over again, if it wants to. XWD, Bio-Hybrids, TTiD, “intelligent design” and “responsible performance” will make or break the franchise, not nostalgia. In short, I think they should focus more on the cars and less on the brand.

  If fuel prices keep going up in the US, we will probably see a return to the emphasis on efficiency that characterized the late 1970’s and early 1980’s. Performance will take a back seat, unless it comes as icing on the cake for cars that already offer good economy. Happily, this is precisely Saab’s niche. I hope they make the most if it.

  -March 17th, 2008 at 1:47 pm
• zippy said:
  

  Performance needn’t take a back seat for the sake of economy if Saab woke up and imported the TiD and TTiD to North America but GM seem to be half asleep on this front. Maybe Saab should build pickup trucks - then there would be some proper investment in the company.

  I, for one, cant really see how Saab can advertise itself out of the slowdown which, in all fairness, is affecting all car manufacturers in the US. I really think they need to drop the link with the aircraft industry as no one really associates Saab cars with aircraft in this day and age anyway.

  -March 17th, 2008 at 2:46 pm
• Troll96 said:
  

  It appears that the US market will be getting an assortment of diesel vehicles in the next two years, and not just from the usual suspects (VW and MB). All of the key players market diesel versions overseas. It would be foolish to allow one’s competition to bring theirs over here first. Hell, just look at all the engine choices Saab offers in Australia! If they can justify offering so many choices in such a small market, then what’s the excuse for not bringing them to North America?

  Although diesel gets no tax break here, it still offers real economy and lots of low-end torque. Folks can drive the cars they really want and still get great mileage. In addition, diesel technology is not incompatible with Saab’s espousal of biopower or hybrids. What’s not to like?

  As for advertising, however, Saab is riding well under the radar of most American car buyers these days. It really needs to show its face, but only AFTER delivering the new products to market.

  -March 17th, 2008 at 3:51 pm
• Jeff said:
  

  Alright, weird that a post on this would show up tonight. As I was working out, thinking of random things, I started thinking about Saab ads. As usual I come up with my best ideas when I’m working out, and really got interested in thinking about a new way forward for the brand.

  So we all know Saab’s come from Jets…ya ya ya. But really, that’s not why we love them so much. What are the best attributes of a Saab…maybe we should watch the Jeremy Clarkson Top Gear review of the 9-5 from a few years ago. He can’t quite figure out why a car that is not competitive on performance and driving dynamics to BMW and Mercedes can get such big smiles from its drivers. So here it goes, a couple reasons he cites and I’ll go even further:

  1. Safety: People who value their lives drive Saabs. The car won’t let you kill yourself. Even the new write up about the new XWD system by that cool guy Widde from 900aero wrote shows that the car WANTS to protect u, the car almost says…
  ““Yes, I hear that you want to go fast, but I can let you do that Widde, as it not safe. I will add the power when the car stopped sliding” And then, when it’s safe, the power comes back and you are shot like a “bat out of hell” in the direction you want.”
  I can just see a commercial demonstrating this. Showing the revs on the car, showing the carving into the ice, showing the look on the drivers face, showing other cars sliding off the road, it’d be a brilliant ad..

  2. Turbo performance: Not only does Saab need to emphasize that they have turbos, but they need to rub it in other manufacturers noses, in subtle and harsh ways. Show that Saab’s have had them for 30+ years, demonstrate how they work, explain what direct ignition is, hell get really technical in an ad, out-BMW BMW. Explain how everyone else, even Ford is putting these in to save gas.

  3. Economy: I’m guessing this right-sizing thing is the new mantra at GM, led off by Saab. Have your cake and eat it too, the smart man’s performance car.

  4. Reliability: Yes folks, I’m pulling that old one out. Even if it’s not true anymore. This is, after all, marketing. GM may have plasticized these puppies (even the rods in the engine now? ugh), but in this economy, people need to feel like they’re buying something that will last. Feature that guy who put 1,000,000 miles onto his. Show off that car. Show off old Saabs, lots and lots of old Saabs. Make a funny commercial, showing the future, make it really futuristic, fancy magnetic cars, etc, and only have Saabs driving around as the classic cars, as if to prove their drivers will still be in style, modern, still working, and styled fit in (that is, if Saab is smart enough to put into production concept looking smooth/slick designs…if Pontiac can do it with the solstice from concept to production, Saab damn well better with the 9-X BH, 9-4X, etc.

  5. Intelligence: OK, this is the most important one, and most ephemeral. But it’s proven. Demographically, Saab drivers on average have the highest level of education (post-grad work). And yes, while the brand may want to appeal to a bigger audience, why not put out an image in the media that if you see a Saab driver, he’s probably smarter than you are (assuming you’re driving a BMW/Audi/Mercedes). That goes a long way into winning over the demographics.

  So coupling all of these things together, here’s my proposal. I could draw up 100 ads from this, promotional materials, tons. We go from the staid “Born From Jets…” which is short and sweet, no doubt, but never really stuck in my opinion…to…I love this…”Reason to Live.”
  Ohhh it sounds so good. Think about it, you appeal to all of it…reasoning relating to intelligence; reason to live as in safety and you drive this car because you value yours and others on the road; reason to live as in driving one gives you a reason to live, to wake up and feel that turbo acceleration as you zoom past 911s on the highway at 32mpg…it’s just so clean and perfect. And I looked around the net, and the only mention of the slogan being used commercially I can find is some campy Kiss song from the 80s (which could totally be humorously integrated into some sort of ad and appeal to the 80s Saab heyday I’m sure).

  And if they choose this, I totally want some form of compensation, someone please date stamp and IP log me . Hell, I’ll draw up a whole campaign way cheaper than these grad students. Let me know what you guys think? And good luck quitting cigs Swade, you’re really smart to stop, and if you need any encouragement, just post right up on the board and I’m sure you’ll get a bunch of us yelling at you not to light up. Good on ya, mate! (Isn’t that what you say in that hemisphere?)

  -March 17th, 2008 at 4:32 pm
• Talonderiel said:
  

  Nothing like giving America’s future leaders a chance to brainstorm… All while getting an ad campaign for free!! It’s just more money that can be spent on the product.

  As for the slowdown in the US market…. Until the economy starts coming up again, it’s gonna’ be hard for any company to really make sales. Especially if the cars are built in places where the local currency exceeds the USD.. Which I’m sad to say, is pretty much everywhere these days…. Maybe Africa could use some automotive plants?

  I know this is a little off topic, and producing a huge post, but has anyone seen the pictures for the upcoming Pontiac/Saturn Solstice/Sky Coupe?? It’s a 2 seater coupe on the Kappa platform (which will be transferred to the Alpha in 2010, I believe)….. Looks like an awesome candidate for a Saab Sonett or something below the 9-1.

  -March 17th, 2008 at 4:42 pm
• sethsev7n said:
  

  Troll96, as well as the rest of you, you make some brilliant points. I hope Saab and GM really do pay attention..

  -March 17th, 2008 at 5:18 pm
• Ebbot said:
  

  JEFF,

  Dead on…

  Saabs ads in Sweden/EU are still subtle but could have a little more balls. The have one for example were the show off some design-stuff, and it ends up with something like Scandinavian design has a purpose ours is to perform. They could do a bit more with that also the can have other that regards safety instead of performance

  -March 17th, 2008 at 8:51 pm
• eggsngrits (Author) said:
  

  Seth: Yes!!

  Troll96 and Jeff: Great posts. Right on the money as far as I’m concerned.

  Enough said.

  -March 17th, 2008 at 10:39 pm
• Mike C. said:
  

  I hope that Saab does get the add thing going in a more positive mode. I will say that I have seen some newer adds showing the vert. and more positive film of the cars in action. Also, no mention of born from jets, THANK GOD. A little of the same music at the end of the spot but that ok, no ready steady go thing and thats ok with me. Also, I noticed that they sharpened up the graphic’s a bit. They mentioned turbo and safety.
  PROBLEM: So let’s say the add get’s me into the showroom, When I walk into the dealer:
  1) Will I get that premium?
  2) First flag that would pop for me would be looking at Hummers all over the place and sales staff that don’t know anything about about a Saab. THAT WOULD TURN ME OFF. Good pr. get’s them into the showroom, GOOD SHOWROOMS AND THAT PREMIUM FEEL MOVES THE METAL! Why I keep harping on the premium feel is because years ago when I purchased my Saab, I was getting that treatment and I LOVED IT. Why not, I was paying for it. Now GM has taken that aspect away and it pisses me off. My wife is getting the premium service at volvo, why shouldn’t I.
  Some stand alone dealers that do offer what I want are an hour and 1/2 from my home. SAAB PLEASE STEP UP YOUR GAME, YOU MAKE A GREAT CAR BUT EVERY THING ELSE IS GOING DOWN HILL.

  -March 17th, 2008 at 11:10 pm
• Jeff said:
  

  One important thing to highlight from Troll96 is how important it is for Saab to not only revamp its advertising, but to be smart about aligning the advertising focus groups with the design/development teams. Lets say they were to show intelligence and adopt this idea of playing up Saab being the smart person’s brand…here’s some features that should be in the cars…

  Intelligent lighting. Not just cornering headlamps, oh hell no. Get those badass Swedish Razers as standard equipment built into the rearview mirror assembly. http://www.trollhattansaab.net/archives/2008/03/new-swedish-tech-rayzer-lamps.html#comments
  Have a commercial about seeing better. Like this car has superhuman/supersensory/supercar ambitions/performance. Maybe a narrator makes asks the viewer, what makes a supercar? Supersight? The ability to sense oncoming traffic, etc etc. Then show the lights.

  Lighting doesn’t stop on the outside. If you get a chance to see a new Jaguar XF in the flesh, be sure to get inside it and turn it on. Talk about a bonding experience, the lights subtely turn on in stages, the transmission selector knob starts to beat red like a heartbeat, then when u turn it on, the lights and the guages spring forward and light up perfectly. Talk about badass. Even Acura’s have this performative interior lighting. This setup would go far in showing personality for the car.

  Hybrid drivetrains with mechanicals that were codeveloped with Haldex. Imagine a series hybrid (meaning Chevy Volt delta platform) Saab 9-1 with XWD. Torque splitting XWD and eLSD on the fly, smart stuff for sure. Think about it…GM has all of these parts floating around in this nebulous space…if you put it all together, people will start to notice. Here’s the prototype FWD setup:
  http://www.trollhattansaab.net/archives/2008/03/new-swedish-tech-rayzer-lamps.html#comments
  Well, if the new XWD 9-3 shows anything it’s that Haldex knows how to take a FWD car and adapt it for 4WD/XWD use. Put a transaxle/eLSD/Haldexgobbledeeguk in there and watch this thing really come to life. In other words, Saab should totally be contributing to this E-Flex culture, and more importantly…

  Embrace XWD as standard. Yup. If it’s that good, and can outcorner a Porsche, suck it up GM. Mass produce this setup. Make it cheaper by volume. Make it as integral to the “new” Saab image as a surefooted brand from the Arctic Circle as possible.

  Knee airbags. I’m sure you all know (and if you didn’t by now here you go) that the center ignition was put there to reduce the risk of knee injury on impact. So why not actually go one step further and show that it has the most sophisticated leg crash cell and knee airbag protection. Lexus has had this for a while.
  http://www.youtube.com/watch?v=gmsxMIVVN_o
  I can just see the commercial. Link this Saaby feature back years and years, show how it’s part of the brand’s ethos, show the inside of a knee and all the crazy working parts, in a commercial, ask, “Do you value your knees?” Have a camera mounted showing a driver from the midthigh forward in the car…then show the accident, show the knee airbag going off, etc. Then at the end, there’s the Saab slogan again…”Reason to Live” as in, if you value your life and the quality of it after an accident, buy a Saab. But again, for any of this to matter, Saab needs to adopt it, and claim it as its own, and fast. It doesn’t matter if you invent technology, what matters is how you pull it all together and that people believe that you originated it (save the few geeks who scrutinize every last detail on the Internet). It’s the typical Apple effect, take something that has potential (mp3 player) and put it together how it should have been from the start (iPod).

  Speaking of Apple, I really really think Saab/GM should bend over backwards to get Apple into their vehicles. I’m talking serious conciliatory measures here, way beyond the Ford/Microsoft collaboration. As in, new Apple software for the car, as in TCP/IP systems or Unix based OSX software for managing everyday functions of the car via new transmitter/mobile phone. This Sony Ericsson thing is laughable. Get Apple in here GM. I don’t care if you like PCs or Macs, you have to admit that the Apple mantra is clean, smart design, and that goes hand in hand with where GM wants its image to go. The question is, what would GM have to do to convince Apple that they’re good enough to be the shepherds of Apple tech? By any means necessary is what I think. Just look at Verizon post iPhone. Scrambling to catch up, whereas AT&T has seen not only a huge shift of customers, and as soon as the new firmware is out in June, you will see the business world buy them up like candy. If Ford can have Microsoft, GM should have Apple, and Saabs should be parked right outside of every Apple store in the world showcasing all of this new technology. I’m sure GM has their development teams working up answers to the Ford Sync, no doubt. But they need to call the boys in Cupertino ASAP if they want to take advantage of a critical moment in history of Apple becoming the first and best all integrated lifestyle integrated consumer electronics company for the 21st century (wow that sounds so canned and like an ad for Apple, but it’s true).

  The overriding idea behind this campaign is that Saabs are smarter, but effortlessly so. It means redefining what the car community sees as smart. Forget M3 infinite adjustability settings and instead adopt Ferrari’s logic on teh 599. Make it simple to get the most out of these cars. Make the technology inside easier to use, ie: Apple designed hardware/software. Right now few look at Saab as a real competitor to to other European marks, sadly even Volvo. It’s based on perceptions, and it’s wrong. It’s time for GM to showcase Saab as the cutting edge brand. It’s no longer a question of development cost vs. projected sales based on old Saab figures. If GM wants to really have balls and recapture the American market, they need to continue the shock and awe approach. In other words, Chevy Volt gets the standard E-Flex powertrain, Saab 9-1/2 gets the E-FleXWD setup; the Cadillac CUV gets 23mpg with a V-6, the Saab CUV gets 33mpg with a smaller 4-Cyl turbocharged motor; Saabs showcase the latest tech, etc etc. If it could ever get through to the GM brass how important Saab is in the hierarchy of their hybrid-eco development structure, it would certainly bond all the missing characteristics that GM wants to impart on the rest of their brands in very direct ways. They need to out Europeanize the Europeans. That does not mean making Cadillac their Euro Halo Brand- in this age of high gas prices, Saab frugality and turbo performance coupled with their Scandinavian heritage screams European authenticity. And thats what Americans want. Even in their Cadillacs.

  -March 17th, 2008 at 11:24 pm
• Jeff said:
  

  Oh and totally Mike C., design badass showrooms. Saab has to stand out with a modernist showroom. I think they should hold a design competition for the 21st century dealer, designed by internationally renowned architects. They should be prefab, carbon-neutral, etc. Standalone would be best, but even installations within existing dealers should be mandatory. I should take a picture of my local Saab dealer. There’s a brand new Hummer standalone structure next to a large mid-century modern influenced piece of crap building featuring Saab and Buick. There is no delineation between Saabs and Buicks within the dealer, and it makes me sad.

  Here’s an example of car dealership design done right:

  http://www.youtube.com/watch?v=eVrO8Hqb7ns&feature=related

  Think that, but smaller scale. Oh and that music from that video, that whole ambient ephemeral happy techno stuff like was featured in the 9-XBH cgi flick should be the new Saab soundtrack, not Oakenfold anymore. Get away from cranked up music and get to a refined more relaxed Earth friendly progressive sound.

  But ya, perhaps use a Scandinavian architect, like Snohetta:

  http://www.snohetta.com

  Or heck, I could always design them

  -March 17th, 2008 at 11:42 pm
• Andrew Baculy said:
  

  Geoege Washington University of one of the msot prestigious schools in the US. Thank God this age demographic is creating the new campaign. Fresh, intelligent new minds trying to prove themselves. Many of them are going to be pretty wealthy, so hopefully they’re not the types who prefer to stick with the Land Rovers and BMWs that a lot of the drive and take the Saab stuff for granted…but somehow I think this will be good.

  -March 17th, 2008 at 11:44 pm
• Jeff said:
  

  http://www.youtube.com/watch?v=UqSHLE_-R8g&feature=related

  BMW Welt. Watch that. Makes me sick, so amazing.

  -March 17th, 2008 at 11:50 pm
• Mike C. said:
  

  Jeff: Saab should hire you just on your ideas and positive enthusiasm. You know the Saab dealer that I used to use was small did a great job at treating the client like a Saab client. Well, they dropped Saab last year, kept the Staff and re trained them at BMW school. The parking lot is packed and the salesmen are quite happy. They will be moving from this small location soon to a new BMW location not far away. (finishing up construction now) I took a look at this building last week. Not as big, but very similar to what your post shows.
  What does this tell you about BMW? This building has everything, test track, computer station, baby sitting, coffee, tea, automobila shop, I know you pay for that in the price of the car but when you purchase a Saab, what is going back into the dealer network? Can you justify the price of the car for your surroundings? Currently Saab, I don’t think so.

  -March 18th, 2008 at 12:20 am
• Jeff said:
  

  Mike C., agreed and interesting on the Saab/BMW overlap. It doesn’t have to be expensive to integrate these strategies into the architecture of dealerships. Modern design can be made inexpensive through prefabrication, mass production, and long term energy solutions. GM should be mounting rooftop wind turbines (not windmills, turbines, jet-inspired) to capture wind energy and help power Saab dealerships. They can spread cost around better than BMW by sharing with other brands. I really wish GM would see this opportunity glaring them in the face.

  -March 18th, 2008 at 12:28 am
• eggsngrits (Author) said:
  

  Andrew: I understand what you are saying. And, I know that I’m being a little picky here, but George Washington, ranking just outside the top 50 universities in the most recent report, is a good university, but prestige may be a little hard to hang on them.

  GWU is probably good for Saab, though: it is expensive, and it’s liberal, which should be good for future Saab owners!! ;-).

  -March 18th, 2008 at 12:33 am
• joemama said:
  

  How pathetic has Saab become they hire grad students to create and advertising campaign? And they might not even be paying them.

  Sad times…sad, sad times….

  And GWU? How about using students from creative schools like RIT, RISD, etc…

  -March 18th, 2008 at 2:44 am
• Alex said:
  

  “Andrew Baculy // Mar 17, 2008 at 11:44 pm

  Geoege Washington University of one of the msot prestigious schools in the US. Thank God this age demographic is creating the new campaign. Fresh, intelligent new minds trying to prove themselves. Many of them are going to be pretty wealthy, so hopefully they’re not the types who prefer to stick with the Land Rovers and BMWs that a lot of the drive and take the Saab stuff for granted…but somehow I think this will be good.”

  Uhh, I think you’re thinking about Georgetown, GWU is just an overpriced safety school.

  Now if GM truly wanted to prove that they were using the best to market Saab, they’d be using grad students from the Harvard Business School, the MIT Sloan School of Management, or the Northwestern University Kellogg School of Business.

  THOSE schools are the most prestigious business schools in the country, and if HBS students can’t come up with a good plan to save Saab, nobody can. Harvard and MIT also have the benefit of being in the heart of Saab country, a place where Saab sales still are what GM wants them to be nationwide.

  Alas this seems once again like GM is being half-assed about managing Saab, and don’t doubt for a minute that BMW, MB, Infiniti, etc wouldn’t go after the best business students in the country for something like this.

  -March 18th, 2008 at 4:14 am
• Jeff said:
  

  It’s funny how everyone pounces on GWU as being not so good school. It just reemphasizes my point that Saab is the educated man’s car. You guys are so right, why use these guys? Well, they’re free. I also bet the professor has a personal connection to either Saab or the ad agency. This does not appear to be a hired gun approach. That said, considering we’re the best critics, why don’t we all constructively formulate our own ad strategy/product portfolio? Sound like a plan?

  Where’d you go to school joemama and Alex? Cornell/Harvard for me.

  -March 18th, 2008 at 6:05 am
• Dan9-1 said:
  

  jeff you are a saab living legend, my proverbial hat is off to you.
  Saab need to try and make themselves different from bmw, but this could be by means of making it a little bit more german….
  I was watching this video the other day… its 5th Gear (like Top Gear only half the budget and tell you a bit more about the cars)
  here it is:
  http://www.youtube.com/watch?v=rUZZl0n4_5E
  Its about the new citreon c5 ( im not sure if people outside of Europe will get what it is) but the bloke doing the video (Tom Ford) says that Citroen have made the car more german on the inside with better quality materials and cockpit design, something which Saab are already ahead on. The design on the outside is definitely not german but some of the Innards are, if Saab were to do this a bit, only a bit though, such as by using the 9-4x interior which is much better quality than at the moment, IMO. This could lead to them making better cars and improvement in sales.
  However, a big word of caution, saab need to stay along way away from being to too german, cos they’re not, so as they say, too much of a good thing could be bad for Saab, so please be cautious…..

  -March 18th, 2008 at 6:16 am
• Richard/Japan said:
  

  The Talladega experience was a good experience to boost the image of an unbreakable Saab. it should be repaeted ,Ithink.
  Why ask students to come up with ideas for an ad.?
  Saab should ask people like Jeff and us who are crazy about this marque to come up with ideas.As we are truely in love and feel very connected to our cars.
  People in Japan buy BMW ,Benz and LEXUS because they have no idea that Saab even exists. Pratically to ad. although Saab has a good product.
  Another reason is that the 9-3 and 9-5 modelas (not the MY2008!) resemble too much other much cheaper cars.
  it’s about time Saab produces hatchback. it was sooooo successful in the past with that design.

  -March 18th, 2008 at 7:05 am
• Gareth said:
  

  ‘Born From Jet’s’ hasn’t translated into sales. Is this the fault of the ads, or the cars?

  I feel like a heretic having come to think a choice of decent non-turbo engines would go down well. That ought to bring cheaper prices, better (perceived) reliability and better mpg. They’re no longer a very different approach to car making so the adoption of a few more normally aspirated engines wouldn’t be that odd.

  If they have to look to the past it’d be nice if Saab made more of their car heritage rather then their jet heritage. Motorsport successes. Safety from day one. Real world crash protection. Comfort. Practicality. Built to last. That sort of thing.

  A bit of faith in the 9-3 estate would be nice too. It ought to carry the crown of the 900 hatchback. Time and again in reviews it’s said to handle like the saloon. An advert with a car load of stuff being thrown about during exuberant driving would illustrate that.(A mother in law perhaps… The 9-3 sport combi - great for awkward loads.)

  -March 18th, 2008 at 8:47 am
• Alex said:
  

  I don’t think that Saab should go back to exclusively selling hatchbacks, but given that there already is a hatchback version of epsilon for the Vectra, really, how expensive would it be for GM to bring back the hatch as another body style.

  Then you’d have the 9-3 Sports Sedan, the 9-3 SportWagon, and the 9-3 SportHatch or SportBack or whatever you want to call it. I’m sure it would sell at least as well as the sportcombi, and selling a sedan and hatch side-by-side would definitely help to attract new buyers and keep the loyalists happy as well.

  The 4-door coupe is all the rage right now, all Saab has to do is offer a 4-door fastback and it can demonstrate that it can be a real innovator once again.

  -March 18th, 2008 at 8:50 am
• Richard/Japan said:
  

  Here in Japan , Saab is practically nonexistent . we are just a few 100 infected by the virus called Saab. It’s mainly because there is no adv. at all in the newspapaer. I saw one of the 9-3 a few years agao on TV at 0100AM who’s watching at that time ?
  One of my friends in Belgium found a nice slogan :
  ‘LIFE IS TOO SHORT TO DRIVE BORING CARS!”
  as for my current 9-3SE, it’s my third hatchback car.I wouldn’t like to drive another style.
  why were VW Beetle(ne new one too),CitroenDS so successfull b? maybe because they had a peculiar (outstanding)design.
  now here, you can’t tell the difference at first sight between a Toyota or Nissan.It seems to me that all these car designers graduated from the same university.
  There are ,of course , trends to follow ifyou want to sell cars: young Jap.people like the ‘BOX-style ‘ so all the car makers are responding accordingly.
  what do you think of the above mentioned slogan?

  -March 20th, 2008 at 1:01 pm

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