Comments on: Born From Jets – gone but not forgotten

By: Danny

Danny — Tue, 15 Jul 2008 04:10:45 +0000

I think that if SAAB wants to reach 60,000 US sales per year, they have to introduce (and do it without badge-engineering some piece of crap) a desirable car that is not priced out of many Americans’ price range. The MSRP for the MY2008 base 9-3 is USD$29K. To compare, the BMW 128i is placed just slightly lower at USD$28K (not an apples-to-apples comparison, but it gives a ballpark figure against what many here and perhaps in Trollhattan would like to be a market competitor, i.e. BMW). I think we can all acknowledge that BMW builds some very fine driving machines, but they are also experts of pricing their entire vehicle range out of 60-80% of Americans’ price range. However, BMW still makes a killing at that $20lK plus or minus $2K range with their MINI, which is a fun, desirable, solid little car.

If SAAB wants to hit that 60K sales/yr mark, or vastly surpass it, the key is young buyers that want something sporty, small, and relatively smart (the MINI’s gas mileage definitely doesn’t hurt it). And that key could very well be the SAAB 9-1, if GM ever gets up the guts to take the dive on it. Making that car in a size on par with the MINI or the BMW 1-series, priced between the two (perhaps more towards the MINI side), and with the SAAB heritage of a turbocharging plus optional XWD and maybe cooperation on or development of the newest auto trend of dual-clutch autos could make it a true market bargain. Oh, and if Rick Wagonner or Bob Lutz are reading this and want to use my idea……..you may use it and also deliver my Lynx Yellow convertible directly to my house, thank you very much.

By: Bernard

Bernard — Mon, 14 Jul 2008 15:07:39 +0000

The problem with BFG is that it didn’t tell me why I should buy a Saab in the 21st century.

I don’t think that you can build a successful brand based purely on nostalgia.

By: dhicks18

dhicks18 — Mon, 14 Jul 2008 01:12:52 +0000

i am one that’s glad BFJ is being phased out….the oakenfold song became tired imo..and the whole campaign just became stale…i’m not sure if i like the idea of saab going back in the past…if they do anything i would like to see a mock approach like audi…they should claim they’re innovations..APC..heated seats…cooled seats..SAHR…i don’t think they’re product lineup is strong enough to take jabs right now but i just think they need to think more forward and let people know they will be the ones to set the new standards

By: Conor

Conor — Mon, 14 Jul 2008 00:18:09 +0000

I think Born from Jets as a punchline/banner on webpages and pamphlets is fine (I kinda like it, personally). But, they def. need to expand their TV advertising. BFJ just doesnt explain enough in 30 second spots even if it does look nice.

By: swade

swade — Sun, 13 Jul 2008 22:49:30 +0000

Vector, I’m pretty sure we’ll see some XWD publicity when it rolls out to the four cylinder cars later this year.

The full XWD message would be pretty hard to sell in 30 seconds, which is why I think they’ve waited for the 2.0T to get it before pumping up the volume on it.

I’m not saying it’s right, but I think that’s how it will go. I guess when you’ve got a really restricted ad budget, it’s probably as right as you can get it.

By: Vector-SS

Vector-SS — Sun, 13 Jul 2008 21:58:51 +0000

Well what I don’t understand is that Saab were so happy and excited with their new XWD, but I have yet to see ONE commercial in regards to that technology.

People are not going to wake up one day and realize that Saab is offering XWD. It kills me

By: swade

swade — Sun, 13 Jul 2008 21:11:59 +0000

Top left indeed. It’s so small compared to what they used to have around there that I missed it.

By: 2-don

2-don — Sun, 13 Jul 2008 20:54:21 +0000

Yeah, I saw that too! Top left! BFJ did what it was supposed to! As soon as I said I owned SAABs people would say, “oh, born from jets”! They knew atleast that much!

By: Sebastian

Sebastian — Sun, 13 Jul 2008 18:05:06 +0000

“Born From Jets” is on the top left of the page next to the Saab logo.

By: MitchbSC

MitchbSC — Sun, 13 Jul 2008 17:55:09 +0000

Thank Goodness!! BFJ was a gawdy suit forced on the wearer. Shallow to the point of irritation, as every ad carried disclaimer language to say the car maker and aerospace company are no longer affiliated.

I’m look forward to “real” themes. Recycle. Fuel efficiency. Safety. Big power, small displacement. Designed to be driven. Technology for driving, but not technology just because they can (e.g. MMI, iDrive … ugh!) An automaker that is true to its heritage and has a true auto-making heritage.

“Move Your Mind” … absolutely! No more BFJ. Not even as a tagline after another month or two. If something needs to be born-from, it’s Cadillac being reborn from Saab technology.