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Saab *must* figure out a way to get people to test drive their cars.
I'll use myself as an example of what they're not doing right:
I'm 32, married, urban dink with a fair amount of disposable income and a house full of furniture from DWR looking to buy 1 and perhaps 2 upscale cars.
I'm Saab's ideal customer, and Saab wasn't even on my long list, much less my short one.
The ONLY reason i drove a 9-5 is because my wife and i are expecting (losing my dink status), and the 9-5 wagon seemed like the only viable option to the overrated V70.
From the moment i sat in the driver's seat, i knew i had to have a 9-5, and i couldn't live without it. Not only did we have to have a wagon, we had to have a sedan as well.
Since my car's primary function is back and forth from the train, i couldn't justify a new purchase, so i became obsessed with finding the right preowned 9-5. I was like the guy in the Volkswagen commercial who a has the beetle stuck on the side of his head (volkswagen on the brain), and accomplished nothing at work for three weeks because i was too busy car shopping.
Simply put, once i drove a 9-5, i wanted no other car in it's price/class.
I'm sure it's hard for longtime Saab owners to admit, but the current generation of Saabs isn't that radically styled, and there's really not *too* much that distinguishes them from the rest of the pack.
Saab execs, if you're reading: ditch your current ad agency. create simple, visually stimulating commercials that will get people exicted about your product's performance and reliability.
The "saab driver" sketch is cute, but when combined with the dull, grey images that accompany him, he really doesn't work.
Just my $.02,
--Scott
posted by 209.247.34...
, Wed, 27 Nov 2002 14:21:00
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