Now that SAAB has shed the shackles of General Motors they are getting on with the business of re-building the brand.
Two weeks ago they announced (NYT’s 6/22/10) that they have hired a new head designer who has said that: “We want to return to the Saab DNA.” Just last week they announced (Media Post 6/29/10) that they were ramping up marketing investment, going back on TV and in print with a new campaign.
After years of being part of GM where the SAAB brand was neither appreciated nor nourished it appears to be getting it’s footing back. The SAAB brand has always stood for independence and a willingness to break convention. SAAB has always had a devoted group of loyalists, some of whom played a vocal role in the brand’s most recent resurrection, PGM (Post General Motors). Historically, SAAB has had all the foundation stones of a great automotive brand; a point-of-view, good interesting product, a genuine enthusiast group willing to proselytize, a group of loyal owners and marketing that conveyed its essential character.
As part of the GM stable of brands, SAAB’s essential character became a barrier to increased sales volumes. “Different” didn’t mean special or unique, it became “quirky” or “weird.” As we all know, very few people buy “quirky” or “weird.” So SAAB product became less distinct, not necessarily bad, just less unique. SAAB’s marketing also became more expected, more traditional. Consumers were subjected to campaign after campaign that hung its hat on the idea that SAAB also makes jets…as if that was ever what the car company was about.
Last week this all changed. (more…)
