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Re: SAABology Posted by Caarma [Email]  (#592)  [Profile/Gallery]
(more from Caarma) on Mon, 15 May 2006 13:40:53
In Reply to: SAABology, Sara, Sun, 14 May 2006 10:51:27 Members do not see ads below this line. - Help Keep This Site Online - Signup |
Sara,
A Saab owner is unique because she/he understands that cars are more than appliances and that special feel that a Saab has is worth extra money. Saab owners also realize that Saabs offer a unique combination of style, performance, efficiency, and safety, plus they tradionally offered unique appearance. A Saab owner doesn’t care that she or he is different. In fact, they like to be different and Saabs are one way of expressing this difference. They drive the car because they like it, not because of what other people say. Reliability is somewhat important, but what good is reliable boringness?
Today, their design has gone a bit mainstream as I believe they have sold out by adding lots of buttons on the interior, going with generic rear end tail-light designs, and cheapening up certain bits on the interior. But no other luxury car offers 4 cylinder turbo efficiency and performance with so many standard features, (especially safety features). I always tell people that even if you don't like the latest Saab 9-3, it's worth it merely from a safety standpoint.
In addition to what I've already mentioned, thoughtful features, and practicality make Saabs special. My 1997 Saab 900 S has weather band radio, Dolby C noise reduction for my tapes, a neat analog clock, Night Panel, and standard trip computer. The feel of driving one and things like solid door closing sound, a trip computer that switches to thermometer when temperatures get close to freezing, heated cloth seats, vents with plates that operate in a really neat manner, rear side window defrosters… all these types of things made me have to buy the Saab after I test drove it. And I’m not an impulse shopper by any means.
The biggest mistake Saab has made recently is the abandonment of the 5 door hatchback. I drive a 9-3 SportCombi, but it’s too wagonish for a single guy, doesn’t have the advantages of the hatch like better aerodynamics and a rear window that stays clean. The move to more power standard is not a good one either. I would rather have 3 mpg more than 35 hp more, (or something in between). Stop-start technology, displacement on demand would be a good start. Saab should push more into some environmentally green technologies while still offering performance trim levels to satisfy enthusiasts. FWD is important too, although AWD would be good for the sporty trim levels. They must step up the level of technological features a bit, (like Bluetooth), and perceived interior quality or non-loyalists will not take Saabs seriously. A halo vehicle as in a new Sonnet would revitalize the brand like the SKY is doing for Saturn.
As for marketing, Saab must refocus on the individuality, but justify it with characteristics to back it up. Great handling, fuel efficiency, safety, and beautiful design must be shown in a cool manner. Born from Jets is actually a lie because Saab isn’t its own company anymore and half of the models share platforms and engines with the rest of GM. Such a campaign reduces credibility for the brand.
If you like, you can quote me in the study. I am a former GM marketing employee who used to work for the Saturn division so I understand what they’re up against. I just ask one thing… “Bring back the uniqueness but with serious style, not in a quirky way.”
, Tue, 16 May 2006 01:43:30, Tue, 16 May 2006 07:49:51, Mon, 15 May 2006 13:40:53 <-- Viewing This Message
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