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SAAB's learning curve
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Posted by Noel (more from Noel) on Wed, 20 Nov 2002 16:26:48 Share Post by Email
In Reply to: SAAB is learning and needs to learn more...., Richard P., Wed, 20 Nov 2002 15:44:49
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Geex, but this is a huge topic. I'm a marketing guy and I hardly know where to start.

SAAB is really entering the mainstream auto market, in most ways for the first time. And it's a crowded place. People choose a car for lots of reasons ranging from practicality to ego to reliability to performance. Some make sense, some don't.

The rice burners have a real edge in public perception of quality and have great loyalty. Their buyers are tough to convert in any quantity. Euro-car buyers can be less loyal and seem to be more accepting of the higher maintenance needs of European cars--and enjoy the perception they have of better engineering, handling, etc. Plus there are American car buyers who might feel real comfy knowing Saab is a GM product ("It ain't one of them furrin cars anymore.").

The 9-3SS has huge potential in the market--for iteslf and to really move Saab up in market share. But to really get visibility and gain lasting share I think Saab has to deliver the level of reliability of the Japanese cars with the feel of the Europeans, while not losing its unique identity.

A tall order.
Sorry to ramble

posted by 68.64.101...

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