Re: Share your thoughts... - Saab General Bulletin Board - Saabnet.com
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Re: Share your thoughts...
Posted by TonyInLA [Email] (more from TonyInLA) on Mon, 4 Nov 2002 18:57:21
In Reply to: Share your thoughts..., From MONTREAL, Mon, 4 Nov 2002 18:06:03
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>Why or why not do you consider buying a Saab?
for me 2 reasons
1. I like the styling (I have a convertible)
2. I like the quirky different nature
> How do you feel as a SAAB owner?
Cool, Individual, Exhilerated
> What tactics do you suggest in promoting new models of Saab?
I have always thought that Saab should leverage it's current marketing position of 'quirky'....as Volvo has done with its 'safe' image (eg: showing it goes from 0-60 just as fast as it does 60-0), and Jaguar (under Ford) has levereged it's 'British Elitist' image (the 'I will own a Jaguar' campaign).
The best way would be to promote itself as 'different' than Audi, BMW & Volvo....that drivers of Saabs are defining themselves as 'standing out from the crowd' and 'smarter'.
It is very difficult to change the values of any given brand...and since Saab doesnt have infinate money...it is impossible...therefore they need to create a 'bridge' to a new position based on its current position.
by the way...this message board may not be representitive of Saab owners...this board would be more 'enthusiast'...kind of like asking readers of IT Week about their computer buying habits....you will get a skewed result vs the general population
...by the way I am in marketing...so let me know if you need any help...good luck
posted by 24.126.247...
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