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Date: Sat, 09 Dec 2006 18:08:40 GMT From: - Bob - <uctraingnospamanet.com> Subject: Re: Million Mile Saab 900 SPG
On Fri, 08 Dec 2006 21:10:26 -0800, Greg Farris <farrisnospam.org> wrote: > >You say they're missing an opportunity - you may be right. >But they may feel it's not the message they need at this time. >The worst thing for any car manufacturer is to build a car that people hold >onto for 15 years. The next worst thing is to become their own strongest >competitor through the used market. The "long lasting car" myth is one of a >series of strategies that assured SAAB fanatical following from a very >restrictive fan club, whilst protecting them from greater success among an >enlarged public. Yes, I noted that in my post. I think what the Saab marketeers missed though is what you pointed out: most people buy new and trade their cars frequently. No advertisement is going to change that. Those of us who drive cars for many years will do that for as long as they last - regardless of whether the marketing folks tell us about it. The general public, OTOH, will look at the longevity as a measurement of reliability (which it is not). But, it will be interpreted that way - and therefore greatly increase cars sales to the people who will always buy new and trade them anyway. MHO. <snip> >They may still be missing an opportunity though - not the >purported longeivity of the car, but the opportunity to show that the >company notices and cares about their customer. Maybe there's just no one >left there who really cares. Yes, that is a strong point. Showing that loyalty to the long term customer would again be a major marketing ploy - even if we know it does not exist at the dealer anymore. Another big mistake on their part.
