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I marvel at the ability of Auto makers to make their cars exciting, and I haven't even scene many of the models they hawk. F'rinstance the newer Scubee ad with the radar love song... or the caddilac ad where we get a show of metla so hot it changes color, or what about the Acura ad where the paint is stripped off the car. Each of these is a great display.
Saab has beena drivers car for years. As far back as the beginning, no mark has sucha consistant history of working towards that meld of people and auto... sure other marks may make a big thing of having relationships with the road, but to me Saab had always been in a menage a trois.
Why then, does SAAB have such trouble taking this message to the market? It is as if this basic message isn;t good enough, when it is the punch that many other marks use, without having the heritage.
Saab had an ad with the Viggen that actually took a chance, even though I never saw it, just the description was enough to knwo it would have beena great ad... the aircraft carrier ad. It is too bad they didn';t have the car to match it. The viggen was close, but was rushed to finality to satisfy a corporate need to shut down a division of the design/engineering team.
So... now we have the 9-3 all remade and ready to wow the masses. So far I have seen a little show of sportiness in the only add for the 9-3 I've seen ( the one with the drawing and the pylons).
I look forward to Saabs marketing division fufillign the promise of the car. If the engineering is really there to make this a BMW eater.. the advertising had better well step up to that statement.
There are many good changes within Saab over the last few years, and initial sales ( more marketing hype?) of the new 9-3 are bwyond expectation. It should be an interesting year.
posted by 206.26.227...
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