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Not good for Saab in the medium-long term Posted by Paul [Email]  (#792) [Profile/Gallery]
(more from Paul) on Thu, 1 May 2003 19:33:00
In Reply to: Maybe, but 4 months is a good start..., Scott Paterson   [Profile/Gallery]
, Thu, 1 May 2003 17:40:25
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Lets face it, right now Saab's are being discounted like crazy and are probably sold at a loss which does absolutely no good for Saabs long-term prospect as a company. Zero percent financing and 3 years free maintainence are huge incentives which may lure in the first time Saab buyer - as well as Saab lovers - who would normally buy a BMW or Audi but see a deal that is sooo hard to pass up on seeing as they got in the car and found out how marvelous the cars are to drive. Is this enough to keep them in the Saab fold when it comes to buying a new car in say 2008 when the financing is at 6pc and there is no free maintainence? One problem is that selling cars at a loss may create a situation that when it comes time for that first time buyer to replace his Saab the company would have gone bankrurupt from selling cars at a loss but the most likely scenario is because Saab marketing is so dismal, terrible, dire - no its complete crap, Kia is better - the car has no real "perceived image" which creates the urge to want to own it. As a Saab lover I dont need to be sold on Saab but Joe Average does and Audi and BMW more or less sell themselves, this is the kind of image Saab needs desperately. You just have to look at the fantastic job Audi did after the "runaway car fiasco" of the late 80s that almost doomed the company to the history books to see what good marketing does.
I know people will say, "its a new model and Saab needs to gain market share at this time" but what Saab really needs to do is tell the world that driving a Saab is a unique, and frankly adrenaline pumping experience. SAAB, WAKE UP AND SMELL THE COFFEE YOU HAVE A FANTASTIC CAR LINE UP, WHY NOT MARKET IT AS SUCH!!!!! You have to admit that the new 03 9-3SS lacks that initial quality feeling when you close the doors when you compare it to an A4 but the Saab is 10 times better to drive than the aforementioned car and Joe Public needs to know that NOW!
posted by 24.69.255...
, Thu, 1 May 2003 17:52:08, Thu, 1 May 2003 17:40:25, Thu, 1 May 2003 19:33:00 <-- Viewing This Message, Fri, 2 May 2003 11:38:25
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