What does the Saab brand mean to you?
December 14, 2010 in Saabology
At the recommendation of Curvin O’Rielly, I’ve just watched this video – the Ries Report – produced by an advertising and marketing guru named Al Ries. It’s around 7 minutes long, so it won’t take much of your time, but it’s a good look at why the strength of a brand is important and the fact that better products don’t always win.
The video was made in 2009.
VIDEO NOW REMOVED – CLICK HERE TO VIEW
No way does Pepsi taste better than Coke! But anyway…..
I disagree a little with Mr Ries’ emphasis on branding over product. I’m a firm believer that the car industry will always emphasise the quality of product and that products found to be lacking will suffer for it (the fall of Toyota since this video was made is a case in point).
But the importance of a strong brand alongside a strong product can’t be denied.
In the car business, the strength of a brand tends to flow on from its sales strength and the consistency of its presence. Audi have cemented themselves as a premium brand based on technology and the tactile and visual quality of their product (perceived quality). Their brand presence reflects this and their rising sales attest to it. Volvo, on the other hand, are trying to reinvent themselves from being a safe, family-oriented company to being ‘naughty’ and I wonder how long that transition will last.
All of this leads me to the question in the headline – What does the Saab brand mean to you?
Saab has quite a strong ownership culture surrounding it, but how strong (or weak) is the Saab brand? What are the attributes that you think of first when you think of Saab? Does Saab still radiate the same brand attributes now that they did when you first encountered the company? Are those attributes communicated clearly in Saab’s advertising, websites, publications, products?
On an official level, Saab’s core brand pillars are
- progressive design,
- responsible performance, and
- sporty driver focus
Personally speaking, Saab means a number of things – driving fun, practicality, design, turbocharging and Scandinavian. I guess some of those relate to the official brand pillars, but I wonder how closely.
For me, picking one thing above all others, what resonates strongest is Scandinavian. Because I’ve visited Sweden (and loved the place) and because I like Swedish design and simplicity, the experience I’ve had with Saab cars really reflects their Scandinavian origin. They’re different.
Maybe different is the attribute that resonates with me the most and Scandinavian is a part of that? And maybe the fact that I can’t separate the two is indicative of some brand confusion?
——
Again – what does the Saab brand mean to you?
PIck the strongest single attribute that stands out for you, and a little bit about why.
–
zippy said on December 14, 2010
Lagom
Saab’ have never been flashy and NEVER follows fashion. Scandinavian design is simple yet it always looks modern no matter how old a design is, yet somehow Scandinavian design is very easily identified as being Scandinavian. Its about being cool without having to shout about it from the rooftops. Kinda like the people who build our cars.
Thylmuc said on December 14, 2010
An engineered car, where importance is put to solutions to real problems, not to satisfying some drivers’ (unconscious) desire to put off.
zippy said on December 14, 2010
Ewww, I like that!!!
Oscar, from Barcelona said on December 14, 2010
I would not say “turbo”. Turbo is a technical solution, a clever implementation. Saab is about applying clever solutions, not an specific one.
Saab is about creating their own type of designs, not following trends.
Saab is about creating cars that outlive their times without looking dated.
Saab is about creating fine cars with no need to showing off, discreet but refined.
Clever cars for clever people? I would say so.
Daniel B said on December 14, 2010
Oscar +1
“Saab is about applying clever solutions, not a specific one”
You are SPOT ON!
michi said on December 15, 2010
I tottaly agree Oscar!
Your comment totally clear up my clouded mind.
AGTMADCAT said on December 15, 2010
+1. This is what I tried to say in my rather wordier post below.
Tobbe said on December 14, 2010
To me, Saab is safety and fun driving.
I love my Saab 9000 CSE 1997. This is a fun car to drive and i know its safe after a collision with a train back in 1996(Saab 9000 CC 1991).
hughw said on December 14, 2010
A driver’s car. and most definitely something different from the crowd.
benrp said on December 14, 2010
First of all I wouldn’t say that Lexus is the leading luxury brand, it doesn’t come close to BMW or Mercedies in sales. As for Saab I think the most importaint thing is that they are different or dare I say quirky. I like being able to drive a Saab and know their probably isn’t more than 10 in my city (at least I haven’t seen more than 10). I like knowing I am supporting an independent company that really does have a soul and isn’t affraid to do things a bit different. I also love the fact it is Swedish as I really don’t want to drive something mass produced out of Germany because well, Germany just isn’t as interesting as Sweden.
Quijote said on December 15, 2010
In the USA, until very recently, Lexus was the best selling luxury brand. Toyota’s image problem has trickled up towards Lexus, but to state Lexus “doesn’t come close” in incorrect.
benrp said on December 15, 2010
Maybe in the US alone but globaly Lexus sold 319,294 in 2009 compared with BMW for example who sold 1,068,771 cars.
Quijote said on December 16, 2010
Yes, globally speaking Lexus doesn’t hold a candle to BMW or MB.
Chris said on December 14, 2010
Saab cars always had a distinct personality.
For me Saab means safety, performance, imposing/commanding presence, sparkling/brilliant innovative ideas.
Ted Y said on December 15, 2010
I’ll second that. Close to my thoughts.
Patrik B said on December 14, 2010
When I think of SAAB I think about;
Safety
Turbo charging
Responsible performance (that is torque, massive torque!)
Ergonomic and driver oriented “cock-pit”
Innovative
And as practically any car from Skoda to BMW offers safe and turbo charged cars I don’t think that those values will make SAAB stand out from the crowd.
Swade said on December 14, 2010
But is there one that means the most to you? One that stands out above the others?
Patrik B said on December 14, 2010
Can I quote the extreme religious right from the US an say “Intelligent design”?
With that I mean;
Great ergonomics – examples of that is the dash with all the (at least previously big) buttons (that can be handled with glows on), the position of the electric window control in the og9-5, night panel, double sun shades, etc
Comfortable – they didn’t only make the safest seats in the world, the also became one of the most comfortable.
Design – usually there are many interesting design elements of a SAAB that will grow only look better the more you look at it.
If I am to conclude this I would say that SAAB have spent that extra time on improving many minor parts of the car that ended up in an overall superior environment for the driver that is both visually attractive, comfortable and very very functional!
From my point of view I liked our previous 2001 9-5 much more than our current 2010 9-3.
Andy Rupert said on December 15, 2010
To one who believes in the Creator, I find it odd that we can fill this page with 70+ comments praising the design and designer of SAAB cars and yet miss the same in the complex world around us. Don’t get me wrong, I enjoy the design of the car I drive every day. It just seems odd to think that the intricate details of our bodies, world, and solar system just happened by chance.
Rune said on December 15, 2010
Andy, with all due respect, ‘chance’ is a much easier/simpler explanation than ‘a creator’ (a complex answer that only spawns heaps of additional questions). You almost seem to say that “odd” implies a deity of sorts?
There are so many bad designs in the complex (not sure I agree about ‘complex’) world surrounding us. If there turns out to be a grand engineer behind it all, I doubt he would find employment with Saab.
Before Darwin, most people believed everything had been created by hand. Now we know that evolution is what caused micro organisms to evolve into fish, mammals and humans. The more we discover, the fewer questions are answered with “a creator” (an answer that has slowed down science on many occasions).
Andy Rupert said on December 15, 2010
Rune, we’re on opposite sides of a long discussion. With all due respect to the current arcticle, I’d be happy to take this discussion elsewhere. In any case, it still seems odd to me.
AGTMADCAT said on December 16, 2010
I’ve decided that you’re trolling, in order to circumvent a science vs. religion debate. Let’s save that for other forums!
Steve C. said on December 15, 2010
I have both of these vehicles (both wagons/sportcombi) and with almost three months with the newest one, I am appreciating the differences. The size difference impacts different ways of thinking about utility but how utility was implemented improved with the 9-3 (e.g., pass thru and fold-down seats without having to lift seat bottoms). On the other hand, we use the cargo tracks in the 9-5 in a unique way that can’t be beat.
I’ve always liked the Automatic Climate Control in the 9-5s before the 2006 refresh – big buttons and a display of ACC functionality. I could go on and on but I have learned that living with and using a Saab over time gets you to appreciate things you may have thought was negatively different from the past and turned out to be better than initially perceived.
Jeff said on December 14, 2010
I’d say as it relates to branding it’s all about individuality. Emphasis on catering to a more select customer who cares equally about design and engineering. I think as far as the auto industry is concerned, Mini has targeted the personality type of the Saab customer to a T. We are a light-hearted yet serious and intelligent crowd, and the marketing should reflect that spirit.
Case in point: their new vending machine interactive billboard outside a hockey game in Canada. Come on! This is such a Saab place to be, hockey, interactive smart individually based marketing. Could SCNA just fire the current advertisers and hire Mini’s already?
Me said on December 14, 2010
I must admit, it is a great interactive billboard.
I think some of the people may have tried all 9 Minis, just to see the cool animations
Bravada from GMI said on December 14, 2010
I don’t think that Saab is only about turbos and safety. If the past marketing made anybody think so, it was bad marketing. I believe the recent ads sum up the Saab brand – how Saab sees it, and how I do see it as well – very well.
INSPIRATION
First and foremost, Saab is about being inspired. Saab has the drive to continually improve, review, reinvent and start from a clean sheet, to think outside the box and question the status quo. This is why Saab comes up with so many innovative solutions both big and small, and why Saab cars are great not only for the big-ticket items, such as turbo engines, but also the small things, such as handles, buttons, grips or even trip computer messages.
HERITAGE
Saab is about continuity. The sense of heritage is very strong in every Saab and everything Saab does, and Saab takes pride in every bit of their history. Every next chapter in Saab’s road was about improvement and building upon past experience to reach a new level. Saab’s heritage also includes the above innovation, the traits inherited from the aircraft industry such as intelligent, purpose-driven design, pushing the boundaries of physics and technology to the limits and looking for extremely reliable, clever solutions.
POWER
There is no denying that Saab is about power – there was always a sporting element about Saab’s identity, and every Saab car is about delivering power to the wheels in an effective, efficient and optimal way. Saab is not about being the most powerful, fastest or exceeding in spec sheets, but about making the most out of every kW of power available.
NEIGHBOUR
Saab respects the world it is a part of, which includes both the natural and the social environment. Saab is environmentally conscious and makes efforts to leave as little footprint as possible (I am missing a more pronunced CNG/ANG push here!), while also finding it important to design, develop and build their vehicles in Sweden.
On a broader scale, I see Saab as more open to get involved in the local communities, interact with people and promote equality rather than artificially create elitist snubbery, like BMW, Mercedes et al. might do, while at the end of the day they are actually the more “common” and plebeian brands.
Michael said on December 14, 2010
I agree with you. It’s so. Well written.
Osama said on December 14, 2010
Dear Auditor:
There are several points that SAAB must look into:
1- Performance and Sports characteristics: It would be an excellent idea for SAAB to consider Change from Front Wheel Drive to Rear Wheel Drive, the same like BMW, Mercedes and other Rear wheel drive cars.
2- German Quality: Produce products of premium quality, quality similar to BMW, Mercedes and Audi, in terms of overall manufacturing quality, IN & OUT.
3- Japanese Reliability and Serviceability: SAAB has been a TROUBLE MAKER, and VERY expensive to maintain. Perhaps it would be a good idea to incorporate the Japanese characteristics in the car.
4- BRAND IMAGE: A SAAB might be unique and fun to drive, or it might be individualistic car, but, what about the Depreciation & Resale value of the car? SAAB depreciate very fast, would lose alot, and very hard to re-sell.
5- SAAB might succees in its local Sweden market, but, could hardly succeed in foreign markets.
These are my thoughts.
Oscar, from Barcelona said on December 14, 2010
Dear Osama,
I have a 900 NG, considered one of the worse Saabs in Saab’s history.
It is 14 years old and it have more than 210.000 km in its counter. It is the cheapest car to maintain. One maintenance service each year. I don’t even have to put water or oil in it to increase the levels from maintenance to maintenance! Talking about quality and reliability?
Thylmuc said on December 14, 2010
Re 1.: if Saab switched to RWD, I would be off. I deliberately exclude such cars from
purchase decisions. I consider oversteering dangerous, I don’t see advantages in winter, and quite frankly, I must admit that I don’t get the point of RWD at all. Better acceleration? Better balance? Never recognised.
GerritN said on December 15, 2010
You probably never drove a RWD with mid-mounted engine?
I do agree, though, that for practical use (including snow, etc) nothing beats FWD. Although AWD (XWD or whatever) is even better it adds a lot more complexity an weight. For most practical purposes FWD is a very good compromise.
Unfortunately high torque FWD cars are not very good at putting all that power down, my Viggen is a good example. Luckily, in real life, we don’t do much traffic light racing.
Rune said on December 15, 2010
In that specific scenario you mention, traffic light racing, this is definitively the case.
But that is (as you say) a very limited part of most motorists’ life. Does the Viggen have problems putting all that power down when you accelerate from 80-200?
I managed to spin my front wheels on my 9000 earlier this year, going 90 kph in fifth gear, but the tyres were from 1992 and it was on a snow covered hill.
GerritN said on December 15, 2010
Sure, overtaking acceleration is a blast. Also carving on mountain roads is addictive with the constant turbo boost.
But accelerating from a standstill with high torque FWD is just frustrating. Physics takes the weight off the front wheels and wheel spin or wheel hopping will occur. The wheel spin just destroys your expensive high speed tires, I go through a pair per year. Excessive wheel hopping will destroy your clutch. Saab ‘fixes’ this problem by limiting the available torque in first and second gear, but the problem is still rather severe. I know how to live with it, but its not a car that I would give to my kids.
Three ways to make a FWD drivable; keep the torque low, artificially limit the torque in a couple of gears, increase the weight over the front wheels. So, a nice heavy diesel engine sitting on top of the front wheels and some smart software should do the trick.
Rune said on December 15, 2010
Gerrit, what about the old trick of changing directly from first to third? With all that torque you should still have a decent acceleration then..?
Even my 9000 gets back heavy while accelerating from stand still. It is very noticable.
Have you tried the TurboX?
(Viggen and TurboX are both on my list of cars I’d love to try)
GerritN said on December 16, 2010
“Have you tried the TurboX? ”
Nope, looks too much like a normal car. We’ll keep the 9-5 and the Viggen, but there is a Porsche Boxster in my near future. I’ll be old and feeble by the time that Saab produces something similar. Want to have some fun before I die.
Michael said on December 14, 2010
That’s not true. I drive Saabs since 1980 and it’s the best brand for me. My first Saab 96 has been the best car which I owned. I took over 450 000 km without any accident or engine damage. Second was Saab 99. The same story. Oil change every 10 000 km and fuel. It’s all. I drive 900NG cabrio ( 16 years old ) today and it’s the same story. It’s today the same story – oil change and fuel only. In the case the car would get what it need it’s cheap to maintain. I agree with Oscar.
Edonis said on December 15, 2010
1) If Saab switched to RWD, I would jump ship. I would have to get an XWD-version, but that would be overkill, as all I really need is a good FWD to get up the snowy hills around where I live.
2&3) Yes, I’d like Saab to improve on the percieved quality, ie. the quality of the materials used in the interior. But having had in total four Saabs in my immediate family, I’ve never encountered any problems. I’ve found Saabs to be pretty reliable, although perhaps not the cheapest to service.
4)This might be the case now, but it can change. Only a couple of years ago, LeasePlan in Norway released their figures which said that the 9-5 Estate was the car in its class that kept its value best. Of coarse this has changed a little in the past year, but I’m optimistic that Saabs will keep their value pretty good once Saab proves to the rest of the world that they are here to stay.
5)That’s a bit harsh, don’t you think? Saab cars have so many qualities, but unfortunately they don’t have such a big brand awareness outside of Scandinavia and some European markets. Saab would especially have high potentials to succeed in the markets that have colder climates with long winters.
OddJob said on December 15, 2010
Dear Osama
YOU ARE OBVIOUSLY IN THE WRONG FORUM.
Toby said on December 16, 2010
What?
My og9-3 has never had anything go wrong with it in 10 years-the Saab guy at my garage says is just somethhing that seems to happen to these MY2000 9-3′s…nothing other than tyres, fuel, oil that’s it. oh and a bulb went once.
Its quicker than my friends Audi A4 vert 3.2 v6 and does 10mpg more.
it goes in the snow when everyone else is stuck apart from Landrovers.
She torque steers a little but you get used to that and can account for it easily enough.
Front or XWD-whatever is the way forward…go rear …I’m out.
Jim said on December 14, 2010
I have argued that Saab is about Scandanavian design, efficient performance, durability and value. A Saab is a car designed to last 20 years, look great and perform well.
The interesting thing about Saab today is, it is a brand without the product it truly deserves. The 9-5 is a good _start_ and we should be glad for it. The 9-4X will also be good enough. A 9-3 truly living up to the Saab brand is going to place the brand in an influential position. Saab is mostly an idea, not a car lineup. The lineup will develop over the coming 5 years (hopefully). I like Saab because the brand contains rigorous design virtues. These will be just as important in 2020 as they are now. Audi has a grotesque grille these days. BMW 5 series looks like a rolling turd. Saab can be the class design leader. As such, the brand will be relevant.
I want to mention that design translates between cars and clothing. Like a pair of shoes, a car performs a practical function. But also like a pair of shoes, you primarily choose it based on brand, style and purpose. I think cars are primarily a fashion product. If Saab can fulfill its brand, they will do very well. As a side note, fulfilling a brand’s styling objectives is something Lincoln, Cadillac, BMW, Acura are all failing miserably at, at this moment IMO.
Pat said on December 14, 2010
That was a great video, he had some really good points.
Saab to me is an alternative to the big 3, and soon to be fighting amongst them.
Me said on December 14, 2010
In the past Saab was for me
SIMPLICITY in design.
Saab is part of that Scandinavian design culture where 1 line is enough where others need half a dozen, and if they are Italian then they need almost 20 lines.
but since 2010 Saab for me is
INDEPENDENCE
We live in a corporate world, where almost every aspect of our lives is controlled (at least they try, and they try hard) by a big corporation.
Not to say that I love the Slogan they used in Paris
Discover the power of independence.
Boby said on December 14, 2010
Fun and distinctiveness (is there such a word???).
I guess I do not really have to explain why
.
Nils said on December 14, 2010
As a Scandinavian, I will always associate the brand Saab with the literal meaning of the word Saab= “Svenska Aeroplan AB” (Swedish for “Swedish Aeroplane Company Limited”). This implies aviation heritage. This heritage implies aerodynamic and clean design, without following the trends or mainstream in the automotive industry. Also I expect excellent (cockpit) ergonomics and seats.
Otherwise I associate Saab with numerous safety inventions, such as front light wipers, and the big bumpers of the 99′s of the 1970s. Or the solid beam to secure the back seat rest in the NG 900 and OG 9-3. How many other cars have similar safety features?
Saab, for people who think, wish to be safe, and dare to be different.
Stumpie said on December 14, 2010
I’ve always liked Saab, but only a year ago I bought my first one, a 9000 CS 2.3T. But I do have some thoughts on the point Mr Riese makes.
On the left side of my brain there’s words like:
- Safe
- Power
- Reliabiltiy
- Driver Experience
On the right side of my brain there’s:
- Swedish (as in friendly, progressive)
- Community (of owners)
- Independence (without being flashy)
- Heritage
The problem is, currently the brand isn’t leveraging on this. So, am I outdated in my brand-perception, or is the brand failing to notice what’s going in the owners community? I think the latter. Think about this for a minute: once I learned that marketing is about building a relationship with the customer. The funny thing is, Saab probably has the most committed following of any car brand. So, they’ve actually reached the Holy Grail of marketing. But somehow, I feel Saab hasn’t got the ability to make it work for them. In The Netherlands anyway.
Bravada said on December 14, 2010
Oh no, I just wasted six minutes of my precious life on watching the Al Ries crap. Al Ries topped himself with stuffing as much bollocks, awfully wrong and untrue statements, reduction of actually complex matters to totally absurd truthiness as he could, while removing any bit of substance. He looks so tired with reiterating the same crapola over and over again over the decades he looks borderline senile trying to make it through the vid.
He is the tireless Amway salesperson – you admire his perservance in the midst of adversity, but you don’t want him on your doorstep. Now excuse me while I am writing to Al for compensation over my lost time and moral damages.
Tomas TL1000R said on December 14, 2010
You got stepped on toes there did´nt you!
You are saying that the man did´nt have any right in what he said……..please!
Bravada from GMI said on December 14, 2010
He absolutely didn’t. There is a marked difference between Coca-Cola (which is pure branding), Starbucks (which is customer experience and lifestyle perception) and cars (which are consumer durables and thus the product DOES matter a lot).
Now, GM’s problem since mid-1980s was the product, most obviously evident in the North American market, but the results of low product development funding and contrived decision processes crept to other subsidiaries as well (GM’s lack of global integration, which is largely responsible for limping its profitability and ability to bring out great products, shielded the “overseas” subsidiaries quite a bit, including Saab).
Despite of what Bob Lutz claimed over his tenure, it is only now that GM has a mildly competitive lineup. The 2004-2008 lineup was laughable, the first slew of North American Epsilon cars were a joke (G6, Malibu), there wasn’t enough money or rather willpower to do away with the ancient and compromised W-bodies, the Cobalt looked five years old upon arrival, the ‘Nox was saddled with the Chinese 3.4 and was too big and plasticky for its own good, and the Aveo made the Nissan Versa look like an upgrade. Let’s not talk about the late Pontiac lineup either. Cadillac was on a roll due to the fact that half of its lineup were really good products (and the other half die slowly lost and forgotten).
Being a septagenarian, Al Ries should know “Buick” stood for “old”, and this was GM’s main problem. It was quite effectively fixed by revitalizing the PRODUCT lineup with Saab-engineered Epsilon products and the Enclave, while the marketing was and is still in the woods alternating between different nondescript themes and meaningless slogans every few months and the jury is still out as to what the brand image of Buick is.
GM’s problems was that most of their brands had a very pronunced image of being cheap, backward and quite unreliable, and generally owning a GM car was not viewed favorably. The contrary applied to Toyota, but absolutely not thanks to marketing. When does Toyota ever evoke “reliability” in their advertising? They are pulling their guts out to give their cars some “image” and “attitude” to combat the “dull choice” stigma which makes their customer group move along the age scale, but when it comes to why they sell, it were the PRODUCTS that worked for the image of RELIABLE, sensible, practical and value-for-money choice.
Not to mention Scion is a failure, not that much due to marketing, but due to product. The xD evoked in another thread is a prime example. The Kia Soul, Honda Fit and Ford Fiesta prove this segment can be much better catered to. The only thing Toyota did right was the Prius and yes, it was mainly marketing, but they had a massive product to back it up.
Al Ries is a very intelligent man, make no mistake. His business is selling his services to corporations. Selling highly developed, knowledge-based services to the higher-ups in corporations who probably have at least just as much experience, intelligence and knowledge as you do and are hard to please and quick to point out any weakness and inconsistency is a chore. I know, I do it for a living.
At the same time, selling oversimplified garbage to those who made it to the top DESPITE their lack of intelligence, knowledge and common sense is fairly easy. You give them a concept that is easy to grasp for them, that they’ve already liked, but felt far too insecure because of their lack of the abovementioned qualities to express it. You tell them something like “find your brand’s value and communicate it” and they all feel like you made a tremendous discovery together. Thus, Al Ries survives and still makes money out of the same old garbage, only occasionally absolutely contradicting his very self, for so many decades.
I don’t like what he does. But I admire his success.
benrp said on December 14, 2010
True. I think Hyundai and I think cheap **** but they have grown a lot over the years and as much as it pains me to say it, its because of their product. Sure branding is importaint but most people arn’t going to spend thousants on a car based only on brand, they will compare.
Jonas said on December 15, 2010
Bravada, fantastic comment I loved reading it.
ivo 71 said on December 15, 2010
I have to say, having watched Ries and read Bravada, that I agree with most of Bravada’s points. That’s from a professional (i.e. a copywriter’s) point of view. The packaging of Al Ries’ thoughts and ideas is excellent -and I truly admire that aspect- but the content leaves a lot, if not all, to be desired.
Ivo
Curvin O'Rielly said on December 15, 2010
Bravada…
Sorry you think you wasted your time watching the Ries video.
Me? I’ve been reading his columns in Advertising Age for years. While I haven’t agreed with every word he’s written, most of his columns fall into the category of “applied common sense,” especially when he writes about cars.
The intrinsic value of a car – why and how well it performs its utilitarian functions – is an important part of the marketing equation, but it’s only part of it. The more mystical part of the equation, a car’s extrinsic value, is really just a foggy cloud of vapor because it only exists in a car buyer’s mind.
Since perception is reality, finding the extrinsic value of a car – of any product or service for that matter, even the most prosaic – is often the difference between success and failure.
Ries’ argument – that focusing on the single word, phrase or selling proposition helps build brands over the long haul – is a good one. Brands like BMW (“The Ultimate Driving Machine”), MB (“Engineered Like No Other Car In The World”) and Porsche (“There Is No Substitute”) have followed it. You can probably think of other examples.
If you don’t believe Ries, maybe something Einstein once said will help make the point: “Everything should be made as simple as possible – but no simpler.”
RS said on December 15, 2010
Curvin, how about ”Nordic automotive excellence” for Saab?
Bravada said on December 15, 2010
If Einstein’s brilliant thought was on a figurative billboard, Al Ries has whizzed past it many decades ago, at full speed. He is the epitome of oversimplyfing what requires more thought.
A slogan won’t fix Saab’s perception and marketing woes. But it would boost Al’s retirement kitty. Oh, and he’s the most off-base when he writes about cars and other complex products – he is more or less on the ball with FMCG, based on the window of opportunity he had to work on a few big projects for the sector in the 1970s.
I almost feel like composing a PPT on subject if I miraculously manage to have time this weekend. I hate it when marketing is reduced to nonsense (as opposed to common sense). No offense to you personally, Curvin, I am quite amazed a person as insightful and resourceful as you are would promote an old hack like Al Ries.
Kurt Schirm said on December 15, 2010
I agree 100%. I found his analysis to be simplistic garbage that was very inaccurate in which he took liberties to claim what certain products stand for to the general consumer base in addition to claiming that certain companies were the clear victors in product quality. Both of which were completely without foundation. He also never took into consideration that 1) years of consistent product quality helped build the brand image in the case of Toyota and conversely that years of poor product impaired the image of GM; 2) that other factors effect a brand’s success, like “Place” or distribution, marketing 101 – 1 of the 4 “Ps”. In the case of Coke and McD’s, their distribution network if far more extensive than their number 2 counter parts and contributes dramatically to their sales lead. McD’s owns (so to speak) the restaurant market, accounting for a hefty percentage of their sales. I find Al Ries to be a joke. I agree a brand needs to stand for something, but it needs to stand for something and be supported by great product, especially with a durable good like a car. Saab’s compromised brand image largely exists because we stopped delivering products that supported our brand heritage and our core competencies. We had an 11 year old 9-5 with very outdated technology and equipment; the 9-3 endured several bouts of decontenting, was on the wrong side of the telematics development and wass late to the market or absent from the latest trends in infotainment; and finally the 9-7X and the 9-2… really no explanation necessary. I think Saab always had and still has a very well defined brand strategy that is relevant and “spot on” with Saab’s heritage, culture and future. We (Saab) haven’t consistently delivered products that lived up to the image. We now are at the beginning of a prolific product launch sequence that will deliver on Saab’s brand promise. The advertising message needs to more clearly communicate our brand promise and provide proof how the new product delivers on this promise.
Now to answer SW’s original question: What does Saab mean to me? I think my buddy Jeremy from Cali stated it the best. Saab is “Beyond the Obvious” What does this mean to me?
In styling and brand choice it obviously (pun intended) means that alternative choice for independent thinkers who have the confidence to NOT follow the herd. It is also unique design that subtly stands out from its peers.
In engineering it’s much deeper than that; it’s about asking the next question and thinking the deployment of technology all the way through to practical use and safety in real world environments. Examples: Not putting 3rd row seats on the 9-5 wagon because the cargo area is part of the crumple zone and designed to collapse, cargo tracks and cargo guards in the 9-5 wagon because loose cargo could injure or kill everyone in the car in the event of a front end collision, the NG 9-5 lane departure warning that senses active steering wheel engagement so it does not erroneously sound the warning when you are changing lanes without using your turn signal, advancing turbo charging through the 80′s and 90′s when the rest of the market essentially abandoned the technology in favor of larger displacement motors. The list goes on.
Make no mistake about it, any brand image will be short lived and fragile if not supported by products that make good on the company’s promise. We are fortunately heading into an era of having a product plan that will deliver. Paired with the freedom to explore new strategic relationships and to get back to Saab’s original culture of pondering “what if”, I look forward to Saab’s future of imaginative solutions for a driver’s conventional problem.
Curvin O'Rielly said on December 16, 2010
Bravada…
Believe me, I’m not promoting Ries, especially as someone who’s going to swoop in and write a tagline/slogan that’ll put Saab on the road to recovery, mainly because he isn’t a copywriter. In any case, don’t be so quick to dismiss the value of a tagline/slogan. A good one – “The Ultimate Driving Machine,” for example, or “The Most Intelligent Car Ever Built” – builds short-term interest and long-term value. For what it’s worth, I worked on the BMW and Saab advertising accounts so I know chapter and verse of their case histories.
Kurt…
“What if…” is an interesting thought if it can be grounded with a few words that’ll prove to be meaningful to car buyers.
matsvbg said on December 14, 2010
I tend to think about the word “understated” or “more than meets the eye”
A Saab is not one of those cars that you instantly on a short test drive think is superspecial…it’s when you live with it and take the time to find the things like the double sun shades, sit in the seats for 5-6 hours and just drive drive drive and arrive feeling…well fresh thanks to the outstanding ergonomics of the seats. Its when you drive to IKEA and find to your surprise that you did manage to get all the stuff your sigificant other bought into the car without renting a trailer. Saab is not about big horsepower numners, it’s about everyday usable torque that lets you overtake safely and swiftly. It’s when disaster strikes and you get out of your totalled car to find yourself and your family unhurt despite what seems like a very bad accident….
It’s all those small things that you dont really apreciate untill you need them, small things that are hard to describe in a fancy sales broshure, small things that aren’t evident to 99% of the automotive writers/journalists becuase they do not LIVE with the car….small things..that makes a Saab, a Saab.
Daniel B said on December 14, 2010
To me Saab is a brand that makes cars that are:
Innovative
-Full with smart ideas and new solutions to problems you experience using, driving and living with cars. ( think heated seats, headlamp washers, etc etc -there have been many in the history of Saab!)
Functional
-Every aspect of the car should be functional. Design CAN be and IS VERY apealing even if it is fuctional (think hatchback OG900, lower section of doors OG900)
Driver focused
-The cars shoul be communicative, predictable, fun to drive, relaxing to drive and with NO FUSS around the driver (think Night Panel, wrap around dash, green instruments etc)
Any maker can apply progressive design ( and does).
I agree that Saabs design should be special and different from the crowd (Scandinavian if you will).
But PROGRESSIVE as a stand alone brand separation? I don´t know. A lot of cars out there are designed progressive.
To me design means that the shape and look of an object has gone through a working process with established ideas and core values pinpointed in order to be finalized in a “design” that we can see, touch and feel.
/D
Troels, Denmark said on December 14, 2010
In my opinion very few cars – and other objects – are designed real progressive. Which – in my opinion – includes REAL and substantial reasons for every decision and detail. Most car-makers chooses to follow trends and sales-statistics instead – or are just trying to be different in the design (shape of car) for the sake of being different – which is just as bad (and non-progressive) as following the others just to do so…
Christofer said on December 14, 2010
Well to me SAAB stands for Safety and cars with a good balance between fun driving and comfort and practicality. There are more things as well but these are always the first things that I think of when people ask me why I like SAAB.
There are not many cars on the market where you can drive 500-600km and still feel refreshed when you arrive. So I really hope that SAAB will keep comfort and practicality together with performance and safety high on the priority list. I do not want the result to be a stiff car that handles great on a track like the Germans. I want SAAB to be SAAB and not wannabe Audi or BMW. And let’s face it you spend most of your time on bad roads and not on smooth racetracks.
/Christofer
900pur said on December 14, 2010
intelligent
Saab build cars which satisfy your brain, it’s the “intelligent” choice.
Tomas TL1000R said on December 14, 2010
Well! This site have done more to my lock at Saab than I proberbly thought it would do.
But to me Saab is the underdog with the turbo engines, good locking and Swedish with good engineering. The history of aeroplanes are important (J29, J32, J35, J37, J39). I like the David/Goliat perspective. And I hope that it says something about me “Aha you drive a Saab” To me that stands for smoothness, overtaking, fast cornering and a good look. But balanced with importent responsibility as safe and that Saab care about me in details.
For me it´s national pride and the thought that our cars are good enough for me. I don´t want anything better then this, We are a small country and should be proud about ourselves and what we are abel to achieve. And there is something mysterious about those engineers in Trollhättan whish tickles. I stand behind the brand till death do us part, amen!
Me said on December 14, 2010
I would be so nice if more and more swedes would embrace this thought. I mean, sometimes I get the impression some Swedes do not know what great products are engineered in Sweden.
ARUK said on December 14, 2010
Q.E.D
Robert J said on December 14, 2010
To me Saab is an expression of independece.
Henk-Jan said on December 14, 2010
To me, SAAB stands for a classy, slightly exclusive, safe and solid car. So it has to look good, in a form follows function manner nonetheless (it has to be practical), and it has to feel solid and reliable.
USAaber said on December 15, 2010
Henk-Jan:
I have to grab one of the words from you – SOLID.
It was the word that came to my mind and I was searching the comments to see if anyone had mentioned it.
To me, it has a lot of different meanings:
Solid – the feeling of shutting the doors, no tin-can “plunk” sound.
Solid – the feeling of the steering feedback when you drive it with gusto.
Solid – the pull of the engine when the turbo kicks in.
Solid – the brakes, brings you to a safe stop every time.
Solid – the design, it is made with purpose – not with bric-a-brac and tinsel.
I could go on, but the solid in my mind instills trust and confidence in the overall concept of a Saab car.
GerritN said on December 15, 2010
Yep, SOLID like as in confidence building, not like as in weight (my biggest gripe with the new 9-5, I’m sorry to say).
Alex said on December 14, 2010
Soul.
Not meaning just the car but the brand. I’m not sure how it’s outside Trollhättan but here anyway SAAB is everything. You don’t ask if someone have boght a new car. You ask about his new SAAB. It’s so natural.
Rune said on December 14, 2010
Family
To me, my Saabs are part of my family.
There’s the small details, like the handly little pouch on the front side of my seat to keep my garage port opener safe (I kept the previous one in the door pocket and accidentally vacuumed it) and the night panel to reduce eye stress at night, and so on…
Then there’s the safety aspect. It has enough power to safely propell me past several slow moving vehicles (today I passed a tractor trailed by two-three cars and a big lorry — they were stuck — I wasn’t). And if push comes to shove, it will do its best to make sure we’re not too badly injured.
It makes sure I don’t get stuck. When my 9000 says 0 km to go, there’s still enough fuel for another 100 km or so. My 9-5 is more accurate, but makes sure to dim all other instruments so that the empty gas light really stands out.
They’re not afraid of lending me a hand in case I need to carry heavy stuff. Their loading capacity is impressive and a fully loaded Saab is still easy to drive through a snow blizzard.
Both my Saabs act as my co-pilot, allowing me some rest on my 4 hour drive to work. No need to worry about bad conditions, I have plenty of grip and the car drives itself most of the time.
Zizou said on December 14, 2010
Uniqueness, individuality, safety, independence, being different…
Saab means so many different things to me, to pick a single attribute is just impossible!
What I can say is that it is somehow more than a car, though (unable to explain in a few words)
To summarize it (and this is what I tell most people how ask why I am driving a SAAB):
I drive Saab, all the others just cars…
Troels, Denmark said on December 14, 2010
Everything is done for a reason: From every line and detail in the design. having a meaning for the main-shape to the great number of innovations – some low-tech, some high-tech – benefiting the well-being and the safety of the driver. Meaning, purpose and sense over tradition and fashion!
turbokalle said on December 14, 2010
This is a seriously difficult question and an oh so important one.
This is my view on the matter.
Saab can`t be “the drivers car”. BMW owns that.
Saab can`t be “the luxury comfortable car”. Mercedes owns that.
Saab can´t be “the safe and reliable car from Sweden”. Volvo owns that.
Saab can`t be “the rock solid quality car”. Audi owns that.
To take the most important examples.
Now, does BMW make un luxury, un comfortable, un safe and un reliable cars? No, of course not. They actually are on par if not better in these respects than their rivals.
Does Mercedes make un safe, un reliable cars? No. And soforth.
But these brands own their niche.
Saab makes fun to drive cars, but they can not own that niche.
Saab makes just as safe, if not safer cars than Volvo and all the others, but they can not own that niche. Saab makes comfortable cars, but they can not own that niche.
So all the competitors are good at all of the above mentioned features. Some are just slightly ahead on one or two, but lets face it, Saab is not ahead in any. In peoples minds that is.
What is Saabs niche when so many is taken?
Perhaps “Swedishly different”. Thinking of it, thats why I love Saab.
Stumpie said on December 14, 2010
@turbokalle: I’d say there’s a real danger in marketing being different for the sake of being different. But Swedish Different might work. The basis of the brand awarenes might then just boil down to ‘Standing out from the crowd” without being flashy.
Audi, BMW, Lexus and Mercedes will never be able to achieve that. Not with their current products anyway. Those are for corporate people. Saab’s for independent thinkers. Hmm, nice niche to be in, I think.
benrp said on December 14, 2010
Swedishly independent perhaps?
Börjesson said on December 14, 2010
Does Audi really have a rep as a “rock solid quality car”? That’s more of a Mercedes trait, isn’t it? Or at least it used to be up until 20 years or so ago, before they started cheating on materials and build. And there’s a reason why so many taxis are MB – they can take the mileage. I’m not sure what Audi’s niche really is, but I don’t think it’s about “rock solid”. Maybe their niche is “Vorsprung durch Technik”, whatever that means.
As for your list of qualities, I’d say Saab is, or at least aspires to be, safer than a BMW, Mercedes or Audi, more of a driver’s car than Mercedes or Volvo, and sturdier than a BMW or Audi. (And adequately luxurious.
)
Saab doesn’t need to own any single niche. They’re the best combination of all qualities. It’s all about balance.
Me said on December 14, 2010
“Vorsprung durch Technik” means something like Advantage through technology
Audi really thinks that they are technology driven. They try to be the first with any innovation, but many times they fail.
turbokalle said on December 15, 2010
@ the Saab safety. Indeed you are right. Saab is probably the safest car in the bunch.
@ owning a niche. Thats my point. They are all pretty good at all the qualities listed. Many cars are. Thats why I belive you need to “own” a niche. Now, there are no prefabricated list of car niches to go choose from. Saab has to create its own, or atleast streamline theirs. As Stumpie mentioned, boil it down a tad.
Börjesson said on December 15, 2010
OK, so let’s boil it down to a single word then: Balance. Saab is by far the most balanced car on the market. A balance extremist. A car for all seasons. The Leonardo da Vinci of the auto world. [i]Vehiculum sum, vehiculi nihil a me alienum puto.[/i]
Or lets annex the Swedish word [i]lagom[/i], as peeceepeh suggested. That’s just about as Swedish as it gets. It’s usually translated as “just the right amount”, neither too much nor too little. Saab owns the [i]lagom[/i] niche!
turbokalle said on December 15, 2010
If Saab owns the “lagom” niche, I will not buy another Saab in my life.
Toyota is “lagom” for me.
Börjesson said on December 15, 2010
To me, Toyota is not lagom at all. They’re nowhere near “just the right amount” when it comes to style, drivability and fun. They have no focus at all on any of those qualities. Instead, they have more than their fair share of “boring”.
Still, you make a good point. Maybe the word lagom isn’t ideal as a brand identifier, since it doesn’t seem to have only positive values. For some, it can apparently mean “lukewarm”.
So I guess we’re back to balanced again. Are there any useful synonyms?
Edonis said on December 15, 2010
Audi = rock solid quality?
Only when it comes to the INTERIOR quality of the materials, this is where they excel. Especially the Audis from about 5 years ago were awful when it came to reliability, and it was even worse with the A4 (B5). Anyone remember the 2.5TDI in the A6 and Allroad? The 1.8T petrol wasn’t exactly the pinnacle of reliability either..
peeceepeh said on December 15, 2010
I like the word “balanced”. On the other hand, it is English, not Swedish. But Saab is Swedish, and that is an important fact to many customers.
So, I’d prefer a Swedish equivalent. I realize “lagom” has some negative connotations within Sweden or even Scandinavia. But it is a word completely unkown to the rest of the world. Establishing a Swedish word all over the world would help people to identify it. Like Audi did with their “Vorsprung durch Technik”. They didn’t bother to translate it, because most probably they wanted the customer to immediately recognize that Audi is German.
What about “internal equilibrium” or its Swedish equivalent?
yanagik said on December 14, 2010
Unique design inside and out.
akzero said on December 14, 2010
Beauty really is in the eye of the be-holder.
My first Saab came to me in 1987. It was a 1982 Saab 900T. It was replacing two bad rollover experiences I recently had been in. I don’t remember why I had picked the brand other than I did research and it was one of the safest cars out there and I thought it looked cool.
Upon first reading the headline of this article: “What does the Saab brand mean to you?” The first word that entered my mind… different. The car was different than anything I had driven and that turned me on. The exhaust note was cool sounding. The turbo whine was awesome. The curved windshield was sexy. The key in the center WAS quirky! The amount of crap I could haul was a cubic-shit load!
I don’t know how to describe what “different” means to all people. I just know that to me the experience of sitting behind the wheel of a 900 (the car didn’t even have to be moving) moved me.
I was surprised as I continued to read Swade’s note… that he chose the word “different” also. At the end of the day… maybe its what we all see or feel that makes us like Saab. It could also mean that that’s also the reason more people do not like Saab. Is being “different” enough to keep the brand alive?
Just my 2 cents.
74stingray said on December 14, 2010
For me, Saab is different. There are some running around where I live, but we Saabers are heavily outnumbered by BMW, Mercedes and lexus by a long shot.
Saab is passion. During the dark, unknown days when Saab struggled to stay alive, we were all watching the employees rally around JAJ when he came to the plant. Go on youtube and watch the assembly line videos….
Saab cars are built by people who enjoy building cars, thats passion baby.
Also, Saab’s aviation heritage is a big turn on for me.I sincerely hope they continue incorporating aircraft inspiration.
peeceepeh said on December 14, 2010
For me, it’ll be “precis lagom” – that’s Swedish “for just about right”.
I guess that is what people mean when say talk about that a Saab design grows you.
It’s not outbursting at the first moment, maybe you even feel some sort of disappointment in the first place (I did when I first entered my ’03 9-3). But then you get to know it, understand it, admire it (now I am so used to the color combination of green tick marks and the pinkish needle on my dash board that I am experiencing difficulties sitting in another car). And then your feel confidence that the solution found by Saab is just about right. Not too much nor too little. It’s not made for showing off. It’s there when you need it. Power, savety, comfort, utility.
Also, the number of Saabs on the road seems just about right (although I wish Saab more success). It’s not as rare as a vintage car, but it’s not as abundant as a Toyota or Audi. It’s not as crazy as a super sports car (you name it) yet it’s not as prudential as a Skoda. It just shows and lets you know that the nice things in the world do matter yet are not the most important matters.
“lagom” must not be confused with mediocre. Mediocre is about failing, “lagom” is about achieving. “lagom” means finding a delicate balance. It’s unagitated.
I know “lagom” is fairly unspecific. Maybe it’s not a good value to advertise. But for me, it should be central in Saab’s strive for brand strength.
Börjesson said on December 14, 2010
What he said.
J Fan said on December 14, 2010
I just thought they looked cool, often had a ‘turbo’ badge, were safe, had unique seats and could carry a Christmas Tree or my bike with the boot closed. I think it’s fair to say that my opinion of Saab was mostly formed when I was about 5 years old.
Out of the current Saabs, I think the 9-3 SC is closest to my idea of a Saab.
Talladegan said on December 14, 2010
My primary brand pillar for Saab is..
“The Thinking Man’s Choice”
Jan Eric Koch said on December 14, 2010
Saab is a brand; individual design – turbo – safe – addictive
spidaman said on December 14, 2010
I was going to write “Intelligent Design,” but just noticed Range Rover is “Powered by Intelligence”. However, what drives me to Saab, over and over again, is the great balance between safety, performance and utility (esp. hatchbacks!).
zippy said on December 15, 2010
You forgot the second part of that motto….”often breaks down!”.
Talladegan said on December 14, 2010
is Turbo really Saab’s any more now that just about every brand uses them, particularly every diesel engine out there?
I know and cherish the fact that Saab pioneered mass market turbocharging in cars but it isn’t a differentiator any more is it?
Kanundrum said on December 14, 2010
I think everyone is over complicating things. The video looks at it from a marketing point of view. You can’t say intelligent and safer from a marketing point of view. But you can say individuality and different. In a sea of boring buisness saloons you have a saab that stands out because they are just plain and simple different.
Think of the top gear episode where Richard Hammond reviewed the Maloo and barthurst edition vxrs
Talladegan said on December 14, 2010
+1
Caleuche_Rico said on December 15, 2010
It is a difficult question, and if you drive Saab for many decades, the question gets more difficult to answer.
When I started driving Saab at the end of the 70s, Saab was a real different car to many others with a lot of technical details and solutions. You felt sovereign by driving a safety car with a unique design and with a very good image (speaking for Germany). At that time the Saab heritage was well known. A lot of people remembered the Saab 96 winning the Rally Monte Carlos with Eric Carlson. My car at that time: Saab 99e 1971, Saab 99 Le 1973
At the 80s come the turbo-cars, the 5-door cars (Combi Coupe). Driving this cars you felt “at home” again driving them and having again a lot of fun with that “Scandinavian exotic” and your growing family. My car at that time: Saab 900 I, 1981, Saab 900 turbo 1987
At the 90s looking for an alternative (Audi, Mercedes, Opel) we returned to Saab because we didn’t found that Saab feeling we were used to. And…a Saab car was more expensive than other cars at that time, but at the others brands you had to pay a lot of money on top to have those extras: heating seats, AC, etc. The Saab was at that time still a real alternative to the main brands in Germany. But…at that decade Saab initiates the changing of his philosophy of being the exotic Swedish car and tries to build cars for a bigger market like the 9000, which was denied by a lot of my Saab friends. It was not more saabish.
At that time a colleague from Sweden asked me, why do we drive Saabs in Germany having so many good cars here…his relation to Saab is just in the past when he was a little boy sitting in the family Saab 96..
My car at that time: Saab 9000 CD 2,3t 1991
From 2000 on, and because of reasons of work, I changed my car to one with a diesel engine. Not a Saab – it was a Mercedes E-class. Fine car, but without ANY EMOTION for me. I missed that Saab feeling. On every weekend when I was at home I drove our old 9000 and later the 9-3 from my wife. FANTASTIC. Just smelling that car inside, sitting on those seats and driving those fantastic engines…a dream for me recognizing, that someday I will get back to Saab.
Finally in 2008 I sold my Mercedes Diesel and bought a Saab 9-5 2,3t Station 2004. Just this model, because I didn’t like the “new nose” of the later models…really ugly!
Well – what is Saab for me:
- Understatement: I did not liked it driving a Mercedes and every people thinking “another of those guys with to much money”…a typical thinking in Germany..
- Interesting designed cars with Swedish mentality
- Very ergonomic cars with excellent seats
- Very safety and secure cars
- Cars with a lot of space for luggage and other toys
- Home feeling when I take place in a Saab – also in the new 9-5
Now I am waiting for the new 9-5 Station Wagon in 2011, and HOPE, that Saab reaches that breakeven point to survive definitely!
MarkoA said on December 15, 2010
To me it is the Swedish design. It contains so many things like:
- functionality
- simplicity
- scandinavian style
- weather proven
- ergonomics
and so on..
This, to me is Swedish design and that´s what Saab is about.
Andy Rupert said on December 15, 2010
My first SAAB was an 8-valve C900. The different factor was what hooked me: the look, seats, rounded windshield, placement of steering wheel, and ignition between the seats. Turbo didn’t hapen until my third car. While I like turbo, I think the different-ness is the biggest thing that makes SAAB desirable.
__________
I work at a Volvo dealership and enjoy the cars. But I must say that the NAUGHTY campaign is not to my liking. I think they are trying to say that Volvo is more than just a safe car; it’s also one you’ll get a speeding ticket in, etc. I understand trying to change the brand’s image, but I just don’t like the Naughty image.
eadams said on December 15, 2010
+1 … Volvo’s naughty campaign stinks … IMHO, of course.
J Fan said on December 15, 2010
Yep, the naughty thing is so stupid, it actually upsets me. We’re a Volvo house you see… And what’s going on with the V60/S60? Maybe you can clarify this for me. The V60 has no space in the boot, as Volvo admits – they say you should buy the V70 and that the V60 has a coupe-like design and is naughty etc. So, therefore, is the V60′s closest competition not from the… S60?!!? Which is also ‘naughty’ and ‘coupe like’ and seemingly aimed at the same people..!
At least with the old S60/V70 there was a distinct difference between the two. One was aimed at families, the other at the younger type. I know Volvo have more range than 10 years ago with the newer V70 based on the S80 now, as well as the XC cars. Still, almost every ‘Volvo person’ I know feels abandoned by the brand. I suspect, in our house at least, this will eventually work out in Saab’s favour
Now to drive the old 940…
Andy Rupert said on December 15, 2010
Yes, it is quite odd (that word again) that the V60 has so little extra space. We’ve not gotten them in the USA yet, but I’ve read the reviews from Europe. I think the idea is that the S40/V50 will be done away with and the S60/V60 will take their place. If so, the V60 probably does as good a job at extra space as the V50 which was quite small. In any event, I’d be happy if SAAB brought back the C900 hatch.
Daniel B said on December 15, 2010
Hi Andy,
In Sweden the motorjournos are really complaining about the fact that the V60 is SMALLER in the boot than the V50…
I checked a V60 out last weekend and compared to my fatherinlaws V50 it was….. welll how do I put it..? Like an old BMW 3-series… To get a golfbag in there was a stretch…
My OG 9-5 SC Griffin wil do juuuuust fine
J Fan said on December 15, 2010
That’s a pity if they get rid of the S40/V50 in favour of a 5-door C30, if from what I’ve heard is correct. The S40/V50 is, in my view, exactly the kind of car that Volvo should be making, with a small MPV of the Zafira/Scenic mould in there as well. What mother would be able to turn down an MPV with a low price, high driving position, and a Volvo (read SAFE) badge on the front in which to put her little ones?
Me said on December 15, 2010
Buy a C-Max.
Wasn’t Volvo in charge of the C-Platform ?
(C30, S40, V50, Focus, C-Max,….)
J Fan said on December 15, 2010
But… I’m suggesting what Volvo should do, not what the mother should do
My point is that Volvo should have had their C Max because it would have sold like hot-cakes instead of only offering the high-end XC cars to larger families.
Me said on December 15, 2010
Nevertheless, if you need such a car the C-MAX is the nearest to a small Volvo MPV you can get. Ford has also done some badge engineering in the past
Troels, Denmark said on December 15, 2010
Sometimes very correct and polite (I didnt say boring…) persons feel some kind of honour being called naughty.. – just to prove they are not boring …
(So I´m not getting upset by the Volvo-campaign – just find it ridicolous – like when Toytoa call themselves fantastic..)
Smithy said on December 15, 2010
Their ‘move your mind’ concept is what catches me.
I say individuality. To be able to see yourself in the things your purchasing.
Cause in the end I believe a small amount of SU readers only see cars as transporting vehicles taking you from point A to destination B – they look at cars and specifically Saab as an integrated part of their lives.
I have a related question here to share. Do any of you take a ride with no specific goal other than the actual driving?
Cruising on the highway, late, with a Saab 9-3 Convertible playing the tunes that matter to you from the sound system. Plowing kilometers overlooking fine landscapes from your 9-5, slight traffic and no disturbances, just you and the car.
Too give you some perspective I’ll let Clarkson inspire you.
That, I think about when it comes to Saab. To interact and drive the beautifully shaped creations produced in a Scandinavian country, enjoying every detail.
RMinNJ said on December 15, 2010
My first Saab was a 1992 base 900 (C900).. 2 door, no turbo, no leather. But I did buy the
big rubber wing for back…had to have that to complete the look.
Guess I have to agree with the simplicity slogan. What got me when checking out my first Saab was:
a.) No controls on the doors…window switches and ignition in the middle. This told me the
designers knew something and thought it important enough not to follow the rest of the
industry.
b.) The heated seats coming standard on the base model. Really the only option I could get was an automatic transmission…other options such as the turbo and leather were the next
model level up.
c.) My first C900 Saab test drive I was amazed at the handling and how well it shifted. The driving position, gauges…everything worked well together. There was no turbo here and
coming from driving American cars it seemed really well thought out. Comparing it to other
cars i test drove at the time (Eagle Talon, Volkswagens) it had a lot of design..the other
cars seemed less thought out.
So over all I would say the simplicity and Scandinavian design (if that’s what you call it..how
well the car all fit and worked together) is what sold me on my first Saab. If Saab could somehow recapture that with the new 9-3 then they are on their way. Something like
the Volkswagen beetle with the flower holder or the Mini with a British flag on the roof.. just
be true to your roots and design philosophy.
RobC said on December 15, 2010
I.C.E.
Innovative, Complete, Ecological.
JeremyP said on December 15, 2010
I don’t think one thing makes a Saab or gives enough creedence to the complexity of an automobile.
I often think it may sound like daming with faint praise, but it is the balance and overall combination of features/advantages/benefits that make it a good choice for many people. Not a prius, but fuel efficient given the level of car; not a race car, but quick in its own right especially when you need it most; not a school bus, but good interior and storage space; not as luxurious as a Jaguar (not that I want that anyway) but well appointed and thoughtfully laid out; Not going to rattle your fillings out, but responsible performance while being comfortable and fun to drive; not jaw dropping style that ages poorly, but timeless good looks that last. A Saab should never be the automotive equivalent of the leisure suit!
The most fuel efficient cars all lack the tactile sense of finer automobiles. The best handling car may ride like crap. The softest ride may handle like crap etc, etc, etc.
Not a leader in any one thing except perhaps safety, but a viable performer on many levels. This to me is what most of us need our cars to be – wearing many hats and never looking or feeling out of place. Wrap some of these pragmatic factors in a Swedish design with proper heritage, soul, style and engineering and you have a Saab.
Talladegan said on December 15, 2010
“Not a leader in any one thing except perhaps safety, but a viable performer on many levels”
I think you summed it up. But unfortunately I don’t think that sells cars any more, as they are emotional purchases these days too. You nailed it though I think!
Troels, Denmark said on December 15, 2010
designleader – after all.. (for daring being honest and not a trend-runner)
Niklas D said on December 15, 2010
Off topic: ***Sales data Denmark***
November:
9-3 – 28 (16)
9-3x – 5 (0)
9-5 – 15 (4)
Total – 48 (20)
YTD:
9-3 – 137 (102)
9-3x – 5 (0)
9-5 – 58 (101)
9-7x – 1 (0)
Saab? – 1 (2)
Total – 202 (205)
Per said on December 15, 2010
Saab, not just a part you own, but a part of you.
saabdude said on December 15, 2010
One word…uniqueness.