Saab's Real Life Road Test Brings the Cars to the People
Saab is taking a fleet of vehicles and brand specialists on the road in a new grass roots test-drive marketing initiative.
Norcross, GA-This year, Saab is taking its product to the people in six major U.S. cities. In an effort to increase brand awareness and product knowledge, consumers will be invited to experience a Saab in a local, familiar setting. The Saab team will bring a fleet of cars to consumers in real life everyday settings - at their places of work, sporting events, festivals, conferences, restaurants, museums, and performing arts venues.
The consumer experience is designed to be an approachable, hands-on environment where the product is the key focal point. This strategy is based on the finding that nearly 70 percent of all people who test drive a Saab end up buying one, according to a study by Allison- Fisher research firm. "We want to reduce any barriers to the test drive experience and make it as easy as possible for prospective customers to get behind the wheel of a Saab," said Kristi August Smith, Director, Integrated Marketing Team for Saab Cars USA.
Saab's overall marketing approach emphasizes the real life quality of its products - real life safety, real life design, real life versatility. The Real Life Road Test supports this strategy by giving consumers the opportunity to drive vehicles in familiar settings.
In addition to driving opportunities, Saab will support local charities in each market through donations for each completed test drive. "This is not only an excellent way for people to get to know Saab better, but also a way for Saab to give back to the local communities," said August Smith.
The Saab team will spend approximately one month in each of six markets. This integrated program kicks off in Washington, D.C. in late April, followed by Los Angeles, San Francisco, Chicago, Miami, and Atlanta. Interested drivers can visit http://roadtest.saabusa.com/ to find a schedule of events in each city.
Saab Cars USA, Inc. is the importer and distributor of Saab 9-5 and 9-3 automobiles for Sweden-based Saab Automobile AB and is headquartered in Norcross, Georgia, near Atlanta.