'cuz 9-3 isn't marketed as a "family sedan" - Saab NG900 & OG9-3 Bulletin Board - Saabnet.com
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'cuz 9-3 isn't marketed as a "family sedan"
Posted by Glenn (more from Glenn) on Fri, 5 Dec 2003 15:11:25
In Reply to: CU review of family sedans, Bruiser, Fri, 5 Dec 2003 13:28:52
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First, the cars in the C.R. report are the top-of-the-line trim of their respective models. You're comparing them to the bottom-of-the-line 9-3, where they have similar price-points. You've hit the overlap area that gives rise to the age-old car-buying conundrum: do I go for the top-of-the-line Toyota or the bottom-of-the-line Lexus? Do I get the loaded Jetta or the base Passat? Some people gotta have the braggin' rights that comes with a fully-loaded car (or just get giddy in the showroom and get "upsold" before they know what happened to them). Others think of themselves as savvy consumers and feel a "stripped" upscale model beats a loaded P.O.S. anyday. ;-)
Second, Saab is positioned against BMW, Audi, Mercedes, Lexus, Infiniti ... NOT against Honda, Toyota, Nissan, VW. If they start in with commercials comparing a 9-3 to an Accord and Camry, it will "dilute the brand equity" as they say. Might sound stupid to "thinking folks" like us, but marketing and consumerism are mostly about image & emotion, with occassional forays into line-by-line comparisions of features.
It's to Saab's--and Saab-lovers'--benefit that C.R. doesn't stick a 9-3 Linear in the mix with the aforementioned sedans. If the masses associate a 9-3 with an Accord, who's gonna pony up the cash for the Arc, Aero or Convertible 9-3's, which become substantially more expensive?
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