Re: SAAB's learning curve - Saab General Bulletin Board - Saabnet.com
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Re: SAAB's learning curve
Posted by noel (more from noel) on Thu, 21 Nov 2002 10:00:36
In Reply to: Re: SAAB's learning curve, CFishgo, Thu, 21 Nov 2002 01:48:40
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You're absolutely right, CFishgo. Saab got along so well for years as a niche player, selling to a narrow group that it doesn't know how to compete in the mainstream market--or even that it really has to compete among several niche markets. But other than to die-hard Saab fans (like most here on TSN), Saab is just one possible car among many.
They need to advertise and get mind share, and as you note, generate excitement.Most European car companies stink at marketing, and Saab is no exception. VW was dying in the US until the Drivers Wanted campaign got people looking at them again (a US agency did that). And Audi came back from the dead, too, with better cars and solid marketing.
The new 9-3SS and the marketing push behind it make me hopeful that Saab can do it too. There's no reason Saab can't be at least as successful as Audi.Or so I hope.
N
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