27 responses so far ↓

• 1 Tompa // Jan 23, 2009 at 11:13 pm

  A student with a 2004 9-3… Wow only in america.

  Problem areas as I see it are the US and Germany. The US since GM do nothing to promote Saab and Germany beeing a country so proud of their own brands that selling Saabs, Volvos etc there is like selling danish milk to a swedish milkfarmer.. Vey hard.
  Germany will allways be hard. But the US is only a question of spending money on models and marketing.

• 2 Tompa // Jan 23, 2009 at 11:15 pm

  And it´s called Dairyfarmer.. Isn´t it?

• 3 Jesse // Jan 23, 2009 at 11:28 pm

  Tom,

  Picking up an ‘04 9-3 on the cheap isn’t all that hard these days. Plus, she’s a graduate student, so who’s to say she wasn’t working out in the world for quite a while before returning to school.

  I drove a slew of old 900’s in college, but it wouldn’t have been unfathomable for my dad to help me buy something newer and more reliable.

  Point being, don’t judge her.

• 4 saabyurk // Jan 23, 2009 at 11:32 pm

  Agree with Tompa. When I mention Saab, the only responses I’ve ever heard are: “Isn’t it unreliable?”, “Is that made in Germany?”, and “Who makes those?”. They are completely ignorant of its storied past, its safety, its sporting qualities, its form-follows-function design (not so true nowadays), and its less-is-more Scandinavian philosophy. It needs intelligent marketing, and lots of it.

• 5 Nate 9-3 // Jan 23, 2009 at 11:39 pm

  A lot has been made about SAAB needing to regain it’s mojo, so why not have a mojo-related them? Cars create their own mojo, but they have to get the word out there to accelerate acceptance of the theme.

  I also think that going back to the old “SAAB vs. ____” theme would be a hit. Those ads had confidence. SAAB needs to be confident in its ethos. The swagger will create mojo.

• 6 Brian Mills // Jan 24, 2009 at 12:04 am

  Canada owner with 2 Saabs and 3 total in lifetime.
  1. GM stability and brand that is not keeping a fresh collection to meet the changing consumers needs.
  2. Communicaiton is good the story is wrong to sell more cars. They do NOT communicate the safety, fuel economy and utility as good as they should. Volvo does this very well, a brand with IIHS awards 5star there is no mention.

  3. Swade is right. UK great! N.A does not have the style that is needed to reach the market probably because of Cadillac taking the lead.

  Another note Saab is still fighting an uphill battle from journalists form the history of being a FWD car with tourque steer and handling issues…see article that Swade calls a recent article by a journalist a lier! and the writer is!

• 7 Tompa // Jan 24, 2009 at 12:20 am

  Jesse.. There were no judgement in it at all. And in Sweden a 2004 9-3 is still quite expensive. No I´m Happy for her and not judgemental. Cultures are different and in Sweden someone being a student and owning a car is very very rare. And buying a car for your kids is just something one does not do here in Sweden and I guess that goes for most of Europe.. Unless you are financialy indipendent that is.

  So no there was no judging there. Just a reflection of how different things are in Sweden compared to many other countries.

  Cheers/Tom

• 8 Mike C // Jan 24, 2009 at 12:25 am

  Kiresten: What it comes down to in simple terms is as follows: Build a good product and get the word out. Saab will remedy the 9-5 issue with a new model. The 9-3 speaks for itself, a very good, very stong car. The current problems with Saab have every thing to do with GM NOT INVESTING IN SAAB. All car manufacturers have quality issues from time to time, ALL OF THEM. Saab is no exception. As long as the manufacturer/dealer network treats the customer properly, that’s all one could ask for.
  SAAB HAS BEEN STARVED BY GM IN MOST ALL AREA’S. GM purchased Saab, paid little attention to it and then let it lie. Saab should be proud. They have been able to stand the test of time in part due to GM but also because they build a good, strong, safe, reliable car. The problem in today’s world, as Swade has pointed out, you have to be able to change with the times quickly. You have to be one step ahead. Saab has always been two steps ahead, they just could never get the word out. Volvo has no problem getting the word out. I would recommend that you ask Lance Cole some questions. I am sure he will shed some comprehensive information your way.

• 9 gordon // Jan 24, 2009 at 12:47 am

  I can’t speak for Germany where the ads all seem to speak about performance and efficiency, but here in the US, you have to stir the passions. SAAB is selling a mid-size car in the $25-$40,000 range. This is a crowded field that goes from Camry to Mercedes. SAAB is not going to win the Consumer Reports wars in this class, nor the exclusivity war against the Germans. In other countries, they continue to buy Alfas which offer mid grade performance with supercar reliability because they stir the emotions. SAAB has always made a car that is a joy to drive and a joy to live with. Drive a friends Volvo, Toyota and Mercedes and you will see how your 9-3 feels free, light, completely controllable and just happy. On top of that everything is well though out and easy to live with. One last thought, you have to win the hearts of women (BMW, Audi), without it becoming a girl’s car (New Beetle, Acura MDX). If women love it, the men will come.

• 10 Tashfeen Qayyum // Jan 24, 2009 at 12:47 am

  Kirsten,
  It is indeed great that you have chosen SAAB as your assignment in Brand Management. I am in Saudi Arabia and have been managing the SAAB Brand here in this country for over 16 years. Whatever I saw is probably true for the whole of the Middle East. Saab till 1995 was selling about a 1000 cars per year in this region, not enough as compared to other markets such as US and Europe, mainly Great Britain but this was supposed to be good going in this market where European cars were generally not accepted and were deemed to be problematic.

  The Middle East market was handled from the Dubai Office with one Business Development Manager, Mr. Lennart Svensson, taking care of the Middle Eastern countries, with limited marketing and support budgets to cover at least 8 different counrtries. It was an onerous task in itself without even considering the SAAB brand in itself and the perception people hold about SAAB. Now coming to your questions:
  1. Do you see any issues or problems the brand is currently facing with regards to the consumer?

  Answer: GM is the main problem the brand is facing. GM has no advertising budget for SAAB and they depend on the Importers/Dealers to do what GM should be doing. We sell Hummers and Cadillacs too from the same showrooms and this a wrong startegy which GM implemented back in 2003 to have Premium Brands showrooms. Hummer and Cadillac are comparatively easy sells and no one want to sell SAAB as they are difficult to sell and the sales persons moves the people, interested in SAAB to Cadillac. In addition Hummer and Cadillac are supported in all possible ways in marketing and sell out supports and absolutely nothing for SAAB, which makes it even harder to sell. The upcoming rumoured sale of the SAAB brand by GM is also effecting the sales of SAAB.

  2. Are there any communications issues the brand needs to overcome? 3. Are there any specific Saab markets around the world that are having larger communication problems than others? ……and 4. If so, what do you believe is holding the brand back in that area?

  Advertising templates are done in 2 ways. One for the US market and the other for the rest of the world (ROW). The US market is handled by the SAABUSA subsidiary operation the rest of the world is again divided into 2 parts.
  1. Subsidiary operations and
  2. Non subsidiary operations.

  Subsidiary operations are SAAB subsidiaries where all SAAB rules and regulations are followed. The problem is the smaller markets where Non subsidiary operations are operating. These markets being small including the M.E are not paid enough attention and the SAAB advertising templates are not suitable for these markets and permission to do otherwise takes too long and is given periodically at the wrong time, thus losing the opportunity. Budgets support for advertising is not available, hence the consumers are not aware of the brand and its strengths. Dealers do whatever they can by way of direct mail, flyers, mailers of SAAB magazine to create awareness but a lot more needs to be done. After over 60 years of existence people still do not know that SAAB is product of Sweden in comparison Volvo is much better known to be from Sweden.

  GM has taken more from Saab in the past 4 to 5 years in comparison to what it has put in to SAAB. You see a lot of SAAB features in US made cars which were previously missing from these US built cars, example Cadillac CTS, which till 2006 was very low on safety and now for 2008 model it is with 5 star safety rating.

  Saab need more advertsing budget, it needs money to pay to these car magazine writers who write everything good about BMW> MB and Audi as the Germans are investing a lot of money in to the media. Brand image needs to be created by SAAB and not by the dealers. GM should spend half the budget of Cadillac on Saab as Saab is much better product then all the Cadillacs put together.

  The erase the perception of an unreliable car, more trainings for Technicians should be held world wide and resale values controlled as the main complainers are the D.I.Y guys and the used car buyers. You will not hear normally complaints from new car buyers and from those who love SAAB and generally take care of them.

  I hope I have been of help. You may take various parts from answer and apply to your assignement wherever necessary.

• 11 Nickolay // Jan 24, 2009 at 12:51 am

  In Russia for instance SAABs advertising budget was 0 until 2006, after they started advertising in the intenet sales went up 50-100% a year. In press no articles about SAAB because most of car producers pay to journalists for posting good articles about their cars.
  Most of the people who never had a SAAB thinks that its unreliable expensive in service and hard to sell(only last one is true), when they choose their new car they dont go to SAAB dealer or a test drive because they forget that this brand still exists.
  Last year when i told my insurenca agent that i was going to buy a new SAAB he asked – “Are they still producng them?” and this was a question from a guy who works with cars every day!

• 12 Adam // Jan 24, 2009 at 1:19 am

  Those four small questions have looooong answers. And I wouldn’t want to write your paper for you. But I can’t help myself…

  1. Swade’s comments are accurate but I can elaborate. Saab never had much brand recognition to begin with compared to its competition. That has been compounded over the last several years by quality issues with the 9-3s like yours. More recently, the rumors of GM shutting down Saab have been the only mention of Saab in the press. A well run PR campaign could have helped, but simultaneously GM has not had the cash or willingness to devote resources to Saab advertising. Case in point, the 4 cylinder turbo would have been a very strong message when gas prices are high, but there was nothing much. Instead we got ‘born from jets’ which may sound inspirational but doesn’t really convey any specific qualities to me. Another factor I’d point out is larger brands have moved in on Saab’s traditional turf. BMW is doing some great turbos and even hatchbacks; Subaru is getting good at being a good winter car, pretty nice, well-priced, having good utility, and being a little quirky all at the same time; Volvo has cemented the safety reputation; Mazda and Acura are doing fun to drive front wheel drive very well; VW has moved higher end in the USA, so all in all Saab’s previously more-open niche has been crowded.

  2. Again Swade is accurate but I’ll elaborate. I think the biggest problem is their message is muddled. They need to pick and image and hit it hard. We’ve discussed extensively on this website what Saab should be but haven’t had a whole lot of agreement on specifics, particularly on what part of the market Saab should compete in. That is, should it be a competitor with VW and Subaru or with Audi and BMW. Their list prices seem to say they think they should be competing with Audi but the staggering discounts often available seem to say they’re actually playing just as much against VW (to pick to brands under the same roof). They just don’t know who they are right now, so it’s hard to craft a concise and memorable message.

  3/4. I’ll let the non-US readership weigh in on that.

• 13 Jesse // Jan 24, 2009 at 1:30 am

  Tom,

  Sorry. Didn’t mean to get so defensive.

  On that note, I think it’s a good thing that Saab’s marketing problems are being noticed by the younger crowd (assuming she is in fact young).

  Unfortunately (fortunately for us second-hand buyers), in the States, you can get an ‘03-’04 9-3 for about a third of what they cost new.

  Jesse

• 14 Jesse // Jan 24, 2009 at 1:33 am

  She must also consider that their marketing message will probably change a lot once they become more independent. They will no longer be positioning themselves as the Swedish, quirky, BMW-alternative division of GM. They will be positioning themselves as a truly independent, small volume European car company.

• 15 Karen // Jan 24, 2009 at 1:38 am

  Building a global brand is a course in graduate Business school, so Kirsten probably has her 9-3 from her pre-MBA employment earnings. Most MBA programs require a few years of work experience before admission.

  Swade – you can send Kirsten my email if she would like some insights from a Saabista since 1976 who also worked for/with some of the greatest global brands in US history – Marlboro to Nike. The story of Philip Morris and Marlboro is quite remarkable, and has lessons applicable to automobile brand building. PM went from being the smallest cigarette company to the biggest by taking a chance on the fliptop box, a revolutionary innovation that all the big boys passed up with disdain (Lucky Strike had 50% market share at the time). The saying was: Marlboro made the company, and the fliptop box made Marlboro (well before the cowboy advertising, the slogan was Filter, Flavor, Fliptop box). The James Dean wannabees inthe 1950’s loved the FTB with that red roof. FTB protected the product from breakage. 25 years later, PM was #1 globally, and owned 75% of the FTB market.

  Global brand identity is why it is critical to retain the Griffen, and the aerodynamic front end styling that makes it so easy to instantly know “it’s a Saab.”

  And, yes, the journalists have to be cultivated.
  The existing independent mechanics who love to work on older Saabs have to be nurtured in order to help rebuild resale value and access to service beyond the core dealer networks.

  Focus on snow regions, mountain regions. THE arctic brand. (marque)

  Yes, redo those websites. Not everyone has highspeed. I can’t even open saabusa.

  Product placement can be as, if not more effective, than advertising; synergy between the two can be explosive. Remember James Bond and his 900?

  Any association with GM is a handicap in the US. The Chevy dealers who added Saab (Beck Saab in Yonkers) did tremendous damage, so Saab needs a network of excellent dealers like Reinertsen and Pioneer.

  While any auto brand needs more than one model, one distinctive model can build image very fast (Mini, Mustang, Jeep). 9-3 sedan, convertible, 3-door hatch, and four-door wagon is more important than having a new 9-5 and 9-4X.

  To be honest, it is the older people with savings who will be the Saab market in the next 2-3 years, so one has to include us in the base target market, and look for us to pass Saab-love to their children. Car loyalty often is a family thing in the US.

  I thought the follow-up Saab premium merchandise that arrived in the mail after I bought my 900 in 1987 was a very good brand loyalty builder. My Saab ski hat is still my favorite, 22 years later. Gary Small Saab in Portland did an excellent buyer-orientation and follow-up free first service at 1,000 miles that built customer loyalty. I especially appreciated the kit with safety supplies they included.

• 16 Marco Marulanda // Jan 24, 2009 at 1:49 am

  Kirsten,I’m a SAAB enthusiast,and also a SAAB sales consultant.Please contact me, I’ll be glad to help you with your project.

• 17 Martin N // Jan 24, 2009 at 3:49 am

  1. Products.
  2. Products.
  3. Products.
  4. Products.

  Any other answers is like trying to cure a gunshot wound with soothing words and a lollipop.
  

• 18 Ron // Jan 24, 2009 at 4:11 am

  interesting to compare saab’s branding efforts with bmw’s, another company that started out making planes then shifted to unique cars. they struggled somewhat with defining their image until a small new york advertiser hit upon ‘the ultimate driving machine’, which was so successful for them that it quickly informed their design focus.

  good branding should reflect the product but also be able to provide design inspiration. It is not just for marketing, but is part of what defines the company.

  ‘born from jets’ doesn’t cut it. neither, in that respect, does ‘move your mind’. ‘follow your own road’ had some potential, but didn’t tell us where that road might lead. at least it did imply the versatility of the product and confidence of the company at the time.

  Saab’s products have historically been designed to be very practical on a basic level: for 30 years that’s meant a sportscar that can swallow a sofa or everthing for a ski trip, that gets good mileage and can still smoke most of the cars on the road (of course within the most-common driving speeds). suited for picking up the kids, picking up clients, or going camping. they are designed with the assumption that you will buy only one car. I love the fact that for a time the 9k aero had the FASTEST acceleration from 45-75 of any production car, and still made the perfect family vacation ride.

  but doing several targeted things very well has left a lot of people confused as to what they are trying to do at all: they aren’t foremost racers, jobsite workhorses, top-end luxury cars, but can economically serve as any of these.

  To me, striking a balance and doing all things uniquely well is the whole point of a saab. which is why so many people think the 9-7x dilutes the brand. while it can go wicked fast, handle a construction site, and still provide top luxury, it’s not doing it in a practical and unique way.

• 19 MagnusE // Jan 24, 2009 at 4:58 am

  When it comes to defining SAABs image I think Olav is on to something, he always signs his posts with:
  “Olav, who always takes the long road home”

  So should’t SAABs image be:
  someone who takes the long road home …
  every day …
  for the fun of it

• 20 Martin N // Jan 24, 2009 at 5:11 am

  Hmmm… let’s see:

  1. Products.
  2. Products.
  3. Products.
  4. Products.

  Focusing on any other problems is like trying to heal a gunshot wound with soothing words and a lollipop.
  

• 21 Olav // Jan 24, 2009 at 5:50 am

  Thanks, MagnusE! That is exactly what I try to express when it comes to my SAAB ownership. When talking with friends and collegues about SAAB I always point at the real pleasure driving a SAAB plus how practical and safe such a good looking driving machine can be.

  I think SAAB ADs should focus more on the real pleasure of driving a SAAB with it’s world class ergonomics, the scandinavian design, the practicality and safety. That is as I see it cornestones in SAAB as a brand.

  Born From Jets ain’t that important for people visiting SAAB for the first time and especially nowadays when ‘everyone’ is so focused on the environment.

  Being an aviation nut I really like SAAB’s aircraft heritage, but I think it might be smart to put it slightly more in the baclground.

  Oh, well, I am not a commercial expert. Now I’ll take my SAAB out for a wash, and thereafter I’m on to the longest road home again. It’s Friday night and I’ll make that road home extra long this evening.

  Have a nice weekend, all!

• 22 David // Jan 24, 2009 at 7:58 am

  Kristen,
  I second everything Swade has said. I live in Dallas, Texas and we have a wonderful SAAB dealer and a large SAAB community, at least looking at all the SAAB’s on the road.
  I have been a HUGE SAAB fan since 5th grade (1979) when I took my first ride in my girlfriend’s mother’s metallic lime green 900 Turbo with Inca wheels. I had never seen such a car before in my life and was instantly hooked.
  I am on my third SAAB, a 2007 60th anniversary edition 9-3 convertible. As a car enthusiast, automotive marketing is not something that influences me, but I do enjoy looking/reading/seeing it. My decision to buy my last two SAAB’s came down to my dealer experiences. If I had relied on marketing, “Born From Jets,” would not have had me visiting my dealer. “Find Your Own Road” from the 90’s certainly did. “State of Independence was great too.” I really relate to the current “Move Your Mind” that SAAB uses elsewhere (and should have continued here as well!)
  I hope this helps and good luck on your project.
  David in Dallas

• 23 A. Frausto // Jan 24, 2009 at 8:18 am

  Kirsten,

  very lovely that you have this assignment and are so enthusiastic to take it on.

  Answer to Question 1:

  Yes, Saab is associated with GM now and the press constantly reminds readers of that. This hurts the Saab brand tremendously because GM is not an innovative company known to take risks and think outside the box. Saab is. So there is a counter-story hurting Saab’s traditional branding narrative.

  Answer to Question 2:

  Yes, it needs to assert and re-state its core mission and history the way Apple did in late 90’s with the “Think different” campaign. A look back at independent Saab’s marketing materials easily summarizes what Saab has always stood for. Key items of the brand mythology include:

  - its aircraft heritage metaphor
  - the Turbo engine
  - Swedish safety (Volvo sells this too..)
  - Scandinavian design

  The whole brand stands up beautifully under these four pillars.

  Answer to Question 3:

  I think the largest brand communication problem is actually in the United States (as opposed to Europe and the UK) because in the US the cultural values of Sweden that are instilled in Swedish products like Saab are “not communicated” in a way that gets American’s to stop and think about those values. In other words, they are not translated very well into American terms.

  The trick is to translate the essential meanings of those four pillars into “terms” and themes that will resonate with the American consumer.

  Answer to Question 4:

  Yes, I think Saab’s branding needs a unique American “translation” of the core brand themes so they resonate a bit differently here. Otherwise, only a small segment of American’s will be attracted to the brand.

  Volvo is a great comparison because more American’s are attracted to the brand, yet the two brands share many common elements and the cars themselves are very similar.

• 24 WooDz // Jan 24, 2009 at 9:19 am

  Hi Kirsten,

  I hope this may be of use to you… and also to anyone at SAAB who may read this.

  Regards WooDz

  1. Do you see any issues or problems the brand is currently facing with regard to the consumer?

  SAAB has an identity problem right now and it started in the 90’s. As BMW was launching Traction-Control Saab was launching an all new 9-3 on a revised GM2900 platform which dated back to 1988 and was supposed to earmark the beginning of a new era for SAAB. Launching a vehicle on an 8 year old platform did no favours and journalists held no punches back when it came to test-drives. VW was entering the premium segment with the brand new Passat which used a brand new 8D Audi platform and had the quality to match a more expensive SAAB. Talking with people today and they will say that SAAB used to be really good and most tend to have respect for the 900 models but can’t see the appeal in the brand anymore. Some even think the vehicles are not as safe as other brands because you can’t turn the passenger airbag off? Car reviews compound the problem because they don’t rate a front side airbag that also protects the rear passenger as the vehicle having a rear airbag. Most think there is nothing in a SAAB that you can’t get in a different brand; Heated Seats, Climate Control and Leather. Then you have other issues like SAAB being late to adopt Xenon lights, Cornering Lights, LED technology ESP and Tip-tronic; SAAB are still waiting for Direct Injection and DSG. So as you can see SAAB does not appeal to the Mainstream buyer definitely not with a premium set against it. On the other side of the fence you have the Premium brand customer who fall into 2 categories; Those who need all the gadgets and technological advancements and the older, I want a nice car with the best interior money can buy. SAAB is failing to attract both for exactly those reasons. No I-Drive, or advanced user interface with cheap switch-gear and an unconvincing fascia. The only people SAAB appeals to right now are the few Saab enthusiasts, current owners who starting to appreciate a different kind of driving pleasure who haven’t been driven away by reliability problems and finally, a small minority that are looking for something better than the mainstream cars they usually buy and just need a good salesman to convince them a SAAB is just what they need.

  2. Are there any communications issues the brand needs to overcome?

  SAAB is failing to communicate on multiple levels; even to people who actually have a passion for the brand. The company has no single definable aspect that is being communicated properly. BMW spent nearly 30 years driving home their ‘ultimate driving machine’ and now they have that set in concrete, are they embarking on a new ‘efficient dynamics‘ campaign. With SAAB at the dawn of yet another new era, the company needs to define who they want to buy their future products and build them precisely for that demographic. They need to target those customers specifically with advertising mediums that will have the best impact. SAAB can choose from a plethora of core indicators, safety, performance, environmentally responsible or niche exclusivity; they just need to highlight the single most important sellable feature and market the hell out of it and price their products right.

  3. Are there any specific Saab markets around the world that are having larger communication problems than others?

  A brand’s corporate identity should have global appeal; a company selling something on the basis of their origin for example, runs the risk of alienating themselves from cultures who have a negative attitude toward that land. You would think selling a product on the basis that it is Swedish or has Swedish design,you would be safe. Sweden is the 2nd largest manufacturer of military weapons in the world. Do you not think that might create a problem for some cultures. Or by pushing Swedish design people will relate that to IKEA? SAAB problems are not market specific they are global, by trying to communicate too many things over a short period of time. Maybe they lost patience however; I’m more inclined to believe they had a lack of funds to continue delivering that message.

  4. If so, what do you believe is holding the brand back in that area?

  It doesn’t matter what market you look at, work can be done and it isn’t just a singular communication issue. SAAB requires better perceived quality in their products, a single focused marketing campaign, which creates desire. They need to stop ‘forcing’ the market and then try and resolve the problem with sales incentives, which has devastating effects on residual values. Both solutions weaken the brands image, they discourage new customers and dispels current owners who are sickened to hear that their car has lost over 60% of its price in just 12 months.

• 25 J4 // Jan 24, 2009 at 8:48 pm

  Kirsten,

  Maybe it’s good to know what Knut Simonsson (global brand manager of Saab Automobile) said about two weeks ago: Saab doesn’t want to be just another Audi copy, but is going to be the Apple of the automotive industry. Small, smart, but with a name ten times bigger, for a smaller group of people who love cool design, driven by environmental friendly turbo engines, and our aircraft heritage.

  Lot of succes!

• 26 Tashfeen Qayyum // Jan 26, 2009 at 7:10 am

  Swade, Pass all these comments to SAAB’s marketing Department. This will help them rewrite their marketing policy. We love this car and brand for what it is and not for what GM has turned it into.

• 27 Alex // Jan 27, 2009 at 5:38 am

  Martin N hit the nail on the head, all the marketing in the world can’t help you when you’re trying to sell cars that can’t even stack up against VW’s for BMW money. Saab’s problems begin with their weak products and any changes in the ad campaigns will be meaningless until they start having some competitive product for sale.

  But I’ll answer anyways,
  1. Do you see any issues or problems the brand is currently facing with regards to the consumer?

  Unless you’re a die-hard Saab fanatic, it’s tough to consider any of their current models as being anything close to a smart purchase. The cars are old with cheap interiors, sub-par handling, and lackluster power compared to the competition. 3/4 of a BMW if you will. That would be fine if they MSRP’d at 3/4’s of what the equivalent BMW does, but they don’t. Until Saab either drops their prices to match their offerings or ups the quality of their cars to bring it in line with their prices, they’ll have a tough, tough time trying to appeal to consumers.

  2. Are there any communications issues the brand needs to overcome?

  At least in the Boston ares, Saab used to be known as a brand on almost equal footing with BMW. While BMW’s, Mercedes, etc were known as flashy, ostentatious brands, Saab had an equally high-end brand image in the US as the car of choice for Ivy-League professors and old-money New Englanders who desired the luxury and sportiness of the other brands but didn’t want to be associated with their flashy image. If BMW was a flashy Breitling and Mercedes was a Gold Rolex, Saab would be a Patek Phillipe, simpler, less eye-catching yet somehow far more ostentatious all at at the same time when seen by someone who knew what they were looking at. A car for someone who cared about a good driving experience over flash.

  Saab’s current US “Born from Jets” ad campaign communicates none of that, and instead portrays the brand as something that might appeal to a high-schooler with fighter pilot fantasies. It’s the diametric opposite of what the Saab brand needs to communicate to the consumer. Go back to the 90’s campaigns about independent thinking, etc. Advertise on NPR, sponsor PBS shows, musical performances, and art exhibits, reach out to it’s old buyer demographic who are now all in Audis, Volvos, BMW’s and Priuses.

  At the same time, reach out to new buyers with a confident TV and print campaign trumpeting all of Saabs’ strengths as well as their independent spirit. The ads should be in the vein of Mini or VW’s, stressing Saab as the independent alternative to Audi, BMW, and Infiniti. But it should never have to resort to gimmicky taglines like the cringe-inducing “born from jets”.

  3. Are there any specific Saab markets around the world that are having larger communication problems than others?

  The US. GM’s marketing campaigns have run Saab into the ground and the brand is now barely selling in markets where it should be thriving (San Francisco, Seattle/PNW, Chicago, DC, and college towns). The direction that GM has taken Saab advertising since 2000 has obviously not worked and they need to go back to Saab’s old brand message.

  4. If so, what do you believe is holding the brand back in that area?

  Former Saab owners were scared away by poor reliability in the 90’s, win them back with class-leading warranties and the like. I know many people who loved their old Saabs but say they’d never buy another one thanks to reliability issues. Reach out to them with Saab’s currently-reliable offerings and I’m sure they’d have a few biters. Also bring back some of Saab’s old eco-friendly street cred to win buyers back from the prius crowd. Again Saab needs to return to it’s marketing roots from the 80’s and 90’s as the brand message will really resonate in the US today. Once they do that and combine it with new, competitive products to keep the old owners interested while bringing new blood to the brand then they should be able to pull off an Audi-like turnaround.