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.
–
Darryl - New Salem Saab said on December 15, 2010
Decidedly, whether this is accurate or not, I have touched on this issue before in the previous US sales posts. Americans seem to more so gravitate toward emotional purchases in regards to cars rather than sensible purchases. On occasion we may change what we think (purchase reasoning) due to some affect which overpowers our emotional decisions. Like What? During the recent gas pricing issues about a year ago, there was a trend to buy small cars here in the US like the SMART car…Large SUV and trucks also were being traded in droves because of the fuel pricing, Hybrid sales went way up during this time as well…Why? Rapid rising fuel prices changed people perception of what is needed and acceptable. Of course when this all settled down, so did the sales of small cars, hybrids and large SUV sales went back up. Perception is the driver within the problem concerning Saab awareness and the one on the front burner, car sales. I have been with Saab my whole life, dedicated to the brand and brain washed to a point where I didn’t even know someone was building different, maybe better cars in the world today. Certainly this helps my brand focus and my customers, but I continue to work this situation over in my matter, I cannot stop thinking of this very question.
SAAB What do we stand for? Perhaps the most difficult question Swade has ever asked of us. I believe the answer to this question to be the answer to our awareness and lack luster sales issues, but also understand to pinpoint this and make it marketable to the world’s people, which creates a desire to own, a need to own, a want to own has continually proven to be seemingly impossible to answer. To each of us who knows Saab that seems like an easy question. We know them, understand them and have come to appreciate the Saab qualities. This does allow us to sometimes over look the quirkiness that other find not so attractive but we find acceptable. Interestingly, as Saab continues to improve, our (Saab lovers) thoughts will turn into “I told you so”.
Saab is a brand that means many things, but not one of them has been projected in a message that means something strong enough to car buyers to propel sales to acceptable levels. Branding is a key element in creating and sustaining a product perception. The perception is what drives people to purchase things. A perception can be many things, positive and negative. This is what we think it does for us, whether it is a true fact or a myth. It’s the feeling of “it does or does not” that drives the “to purchase or not to purchase”. When the “it does” is in full effect, we will purchase the product, if the “it does” feeling is really strong we will even pay more then it’s really worth. When the perception is a deep “it does not” we will not purchase or if a lesser (greater) “it does not” feeling is there, we will purchase but only if the amount to purchase is acceptable to our perception. Budget plays a bit of a role here as well for sensible people, however we IMO are now seeking things that show status, income levels, success levels and that rarely depicts what is actually in the bank account. It does however; project how the owners want to be perceived. People are people; we want to be seen as positive, good and successful even if behind the scenes we are not.
With that being written, the question of what is a Saab remains. Saab in our eyes is all the things you have listed above. But what is it in the eyes of the non- Saab owner, the people who do not follow SU, and the people who go about life in their way and do not cross the auto line often? IMO these are the people who need a message the most. The message has to mean something to them, in their world and has to hold true during ownership to earn retention. Ah- retention, another key element in the ownership process which starts with the very first time you were introduced to a product. Another story for another day.
Sorry for the novel again, but this is Saab and it’s worth it… But to get back to Swades question: What does a Saab mean to me? Livelihood!!…..I know that’s not fair…..lol… Ok…I’ll try not to be a dealer.
Safety – As you know I am a huge automotive racing enthusiast. I have been racing since age 16, by way of building, driving, owning many types of wheeled vehicles, but mostly the kind with four wheels like cars. I have crashed many times, mostly on the track and yes some on the highway. I had a personal experience with a Saab 99. I wrecked that car at the ripe age of 16, rolling the car rather hard. I walked away with merely a bruise and a scratch. In all of the time in this dealership, we have only lost one customer to my knowledge due to a accident with their Saab. And the parity makes you wonder if it counts in the statistics. That person was in a Sonett III and was struck by a cement truck. Aside from this one incident, I have seen some incredibly destroyed Saabs in my time. And every one of the occupants got out, almost all of them on their own. Safety, and now with my children, even more safety is one of the things I’m looking for. A Saab statement for this attribute could be (due to real life safety tracking and testing that Saab does) “Saab’s real life crash tracking proves that out of 100% of the Saabs that were involved in a traffic accident, XX% of those occupants walked away!” This approach needs to be much bolder then what Volvo says.
Understated elegance and technology – I believe I’m the opposite here as I don’t want to be noticed and really are not interested in keeping up with the Joneses. The pop factor or the flash factor with all the bling doesn’t do it for me. As a technician by trade, I look much deeper into the car then others may. Driver ergonomics, seat support, steering dampening, suspension design….etc…
Noticeable power and handling – Geez I wonder why I like this trait and will forgo a comfy ride for a stiff chassis which corners like a on a rail? Yes for me, big HP, big traction, excellent handling in a well balanced car with a number on the door is my first choice. Not my wife’s….but mine… .
So much to write, so little time…. I’ll be back later!
ivo 71 said on December 15, 2010
Downsizing…downsizing….
Most cars are either practical or fun to drive. To me, Saab is one of the very few that is both.
Ivo
Esone said on December 15, 2010
We can talk about design, safety and power. Branding Saab: The heritage from plane.
eadams said on December 15, 2010
Two days ago I drove seven hours in the dark on undulating snow and ice packed roads. Unfortunately it was not in a Saab (the floundering economy has put the brakes on my desire to purchase my first Saab) but rather in my wife’s Hyundai Sonata V6 (with very worn all season tires). My sweaty palms have never more wished for a Swedish engineered, Nokian equipped vehicle. So from the viewpoint of someone that has never owned a Saab I can say it is the whole Swedish/safety/reserved/all weather/all round capabilities/forget 0-60 because 40-100 is what really matters thing that most does it for me.
T.M. said on December 15, 2010
They say men like blondes but they fall in love with brunettes, not sure about that one but that`s what Saab is, a brand you fall in love with if you get there…not many do because the germans are more flashy and people tend to get “stuck” at that….and run around from one flashy brand to the other that`s why brand loyalty is just not there…..Saab on the other hand is different ,it makes you love it for a very looooong time…problem is how do we get more people to see our lovely “brunette”….well better ads, a lot more confidence( not that Victor lacks that),and things will turn around….we don`t need to have way better cars than BMW Audi or Merc, we need to be associated with some heavy weight brand ..like apple…create an Apple theme Saab concept…that will get people`s attention, things like that makes a brand stand out, we just need the right “friends” to do it with.
GerritN said on December 15, 2010
OK, so maybe this comment will sound a bit patronizing and elitist, but ……
I’m not sure if I would like just everyone to buy a Saab. In my experience Saab drivers are usually a bit more intelligent and also better drivers than the big unwashed masses. That’s an image to maintain.
Maybe a good example is BMW and Audi drivers in The Netherlands (I’m an expatriate spending about a month per year there). A couple of years ago I would have chosen Audi over BMW, simply because most BMW drivers were behaving like idiots and Audi drivers seemed to be more responsible. Then Audi started competing with the BMW image and now a lot of Audi drivers are idiots too.
This infection doesn’t seem to have spread to the US yet.
GWC said on December 15, 2010
Too many words …
Safety in a useful and fun to drive wrapper.
GerritN said on December 15, 2010
A good Saab ‘FITS’ like a good suit.
A good Saab feels like an extension of your body, this is especially important in split second dangerous situations. All the Saabs that I’ve owned had that planted feeling which makes a Saab so reassuring to drive. Ergonomics used to be excellent. Not only were controls logically organized (except for the stupid cruise control) you could also operate them with gloves on. Inside and outside looked luxurious but with a minimalistic Scandanavian touch to it.
The past tense is intentional.
Our Saabs are family.
spikeieos said on December 15, 2010
For me Saab means home. From the first time I sat in one, they have always just fit me like a glove and did everything I needed in the best way. Like the way you slowly make a house a home over time, Saab has done that for you already. Just get in one, put as much stuff in as you want because it will fit, drive all day, get there having had a blast driving sporty and be refreshed for whatever else awaits! I have driven many other cars and none of them had the same heart. I don’t want anything more, I don’t want anything less.
Steve C. said on December 15, 2010
We’ve talked about Saab as a brand recently when we discussed US Sales and advertizing. I’ve been keeping notes of the things that I resonate with and I’m in the camp that says Saab has a lot of things going for it but what makes it special is how it combines all the elements. I’ll provide more specifics below based on what some others on SU have said so well in the past but here’s my summary.
The Saab brand is greater than the sum of its core values and brand pillars. For example, safety, performance, comfort and utility might be expressed in left-brain terms but the integration of all these elements into a whole vehicle produces something that the right-brain needs to process to bring it all together.
Here’s what others have said along these lines…
On January 15, 2004, the first blog post by Phil Jackson from Charles River Saab addressed this topic (excerpted here): What is a SAAB? It is not the availability of a hatchback. It is not the location of the ignition switch. It is not even a turbocharger. No, what makes a SAAB-any SAAB-a SAAB is the core values that define the philosophy of its execution as an automobile. Twenty years ago, those essential SAAB pillars were revealed to me by Ralph Skinder, whose relationship with the SAAB brand goes back to the earliest days of SAAB in the United States. Simply put, he told me that there were five key elements in every SAAB: safety (both active and passive), performance, comfort, utility and efficiency. There are a couple of other attributes that come to mind: important ones, like durability and uniqueness. But those five create the backdrop to every SAAB to have ever graced our roads. It is that unique blend of seemingly contradictory elements that defines the essence of SAAB.
Curvin O’Rielly commented on December 3, 2010…To be honest, I too wouldn’t call the current line-up of Saabs “The most intelligent car(s) ever built.” But I’d let the gist of my comments above stand. Saabs are lots of things all rolled up into one: performance, luxury, comfort, safety, economy (relatively speaking), practicality.
In that same thread, Borjesson said…If we can factually and honestly say that no other brand is better than Saab at combining safety, practicality, performance, “feeling” and design into one car, then we have something to build on.
I suspect most of us believe this to some extent. The challenge is how to communicate that in both the short and long term.
AGTMADCAT said on December 15, 2010
For me, the single biggest thing I think of when I think of Saab is this: Brilliant Engineering Design. It’s all of the little things that really make a car possible to live with. One of the biggest examples for me is that the center vents blow cold when the heater is on. I could never buy a car that didn’t have that as at *least* an option. The idea is that a cool breeze will help keep a driver alert and awake in an otherwise toasty car – and for me at least, it works. The only way I can sort-of-comfortably drive most cars on cold days is to have the heater on and the window cracked, to get some amount of oxygen-rich cold air into the car. Other things, like the fact that the seatbelt falls perfectly into the latch as you bring your hand across to buckle it, are also brilliant. (My friend pointed that one out – it hadn’t occurred to me before. I’ve driven some other cars that I have to fumble around in, and now I notice!). Also, in my C900, the doors wrap around under the car, so there’s no wet bare metal patch to dirty your clothes as you get in and out. Stuff like the green instrument illumination and night panel all speak to engineers who were really thinking about the reason behind everything they did, and not just going “Okay, we need lights for the dials. Let’s not put any thought into it.” OH! And the fact that the left and right parking lights come on when you indicate left or right is also brilliant – Just because I drive a 1993 doesn’t mean I can’t have some semblance of cornering headlights! ^_^
-AGT
James from Seattle said on December 15, 2010
I can’t possibly ready all the comments, so forgive me if I end up re-stating a previous comment.
I like the Reis clip. Makes sense, and much of it applies to me as a consumer (although I would never eat a fast-food burger).
The Saab brand had been seeded into my mind with the 99 when I was a school kid. When I was old enough to own a car, I first went to a budget Japanese car (Nissan), and then went berzerk on a motorcycle, then settled with a nice c900t.
I just got tired of the look-alikes and wanted something different. At the time, Honda, Toyota, and BMW were all the rage in my age group. For the most part, unless you were buying a US version Yugo, cars were all pretty good in performance. Affordable cars were, at the time, churning out 100 to 200 horses. So for me, the choice to buy a c900t was to be different – perhaps a silent attempt to mock the me-too crowds.
At the risk of being hypocritical, I was very disappointed with the NG900 design and anything that came thereafter. Because Saab started to look like Brand A or Brand B… (Case in point… The rear of an NG900 looked like a Nissan 200SX at the time).
What really brought my heart back to Saab was the 9-5 Aero Estate/Wagon. When I saw the design, the utility, I really thought it looked different, and it looked GOOD. Then came the Viggen. At this point, I was hooked… again.
So, Saab for me is the sanctuary from the “norm” without embarrassment. A few “happy” steps away from the Toyotas, the Nissans, the Bimmers, and the Mercs. Perhaps that is why I have a strange affinity for the “lesser” brands; Alfas, Skodas, Subarus (borderline), and Laborghini (sorry can’t help it – the Diablo and Murcie were too sexy).
I make a point at not following what the Joneses do – I’m the only house in the neighborhood without a German car or an SUV on thier property. The default in the area is to have german luxury and a back-up over-sized AWD people hauler… We have a Viggen vert. and a FWD Minivan in our garage.
BJ said on December 15, 2010
http://www.tv2underholdning.no/broom/slik-skal-audi-ta-over-verden-3366004.html
Norwegian car show Broom is having a poll of “broom car of the year”. The new 9-5 is one contender, could we win this too?
Muppen said on December 15, 2010
Done!
And my answer is:
Saab is all above….or more simple.
A car and brand with soul!
Tomas TL1000R said on December 15, 2010
Done!
Kikaluka said on December 15, 2010
+50. The translate trick works beatifully…
BellaAsil said on December 15, 2010
Its as if Saab was reading my mind with what I want – different, innovative, sporty, fun to drive, affordable. I have never been one to “follow the pack” and I cannot express how much pleasure my Saab brings me. All my friends whether Saab owners or not, all know that I am forever hooked on this brand.
Every morning, I don’t dread the morning commute but actually wish is was longer! I can have my practibility and elegance at the same time without “Do you have one? So do I…” that is not for me. Saab is literally a way of life, you change your whole way of doing things just because its the car it is. As many others have said – Saab is family and that is true for me as well.
TTAero said on December 15, 2010
Oups!
After 100+ comments, what gan possible be new?
SAAB means a lotto me, but what exactly?!?
* Safety
* performance
* comfort
* fun
* different
But all those things mean nothing at all if one or two of them is present. What is important is all this factors. Saab often is comfy, safe and different.And the combination is the unique part. Just beeing different will not qualify as a saab. That is just quirky, and is often used by journos as a way of pointing out “strange”.
To me the saabway is solutions to a common problem or solution to a common need with a different point of view. Not just for the sake of it, but where function is the most important thing. The design is all about two things. First bringing function, and secondly making it all look good.
I think saab is unique of bringing what we need in a complete package
Steve C. said on December 15, 2010
Sounds like we are in the same camp! The actual reason for the reply comment is to pick up on what you said about design. In the auto industry, design is usually associated with the look and style of the exterior and interior but with Saab, “design” is the broader aspect of making conscious choices to provide a solution, often an integrated one, in the way you described above.
Tim O'Brien said on December 15, 2010
Understated European Quality
tmjr said on December 15, 2010
to me-
the intersection between heart and mind is SAAB.
Mark said on December 15, 2010
Ooh, I like that! Good one, tmjr…
andyb said on December 15, 2010
scandinavian values and just different without being elitist.
Jim said on December 15, 2010
Someone said Volvo naughty thing is upsetting and I agree. But the Saab “smarty pants” / mind / your own thing also strikes me as kind of apologetic. The Saab is desirable because of how it works and looks… Understated quality and class. That is what the 9-5 has in spades. It doesn’t need a “brains” identity because frankly Saab drivers get called nerds enough as it is in their lives. At least speaking for myself. What Saab can be is desirable and elegant in terms of simplicity, in an age when mid-size cars are monstrous behemoths. Saab needs to hone their purpose around delivering the most elegant solution to my transportation need. I don’t care who is smart or clever, just make the sweet sweet product. The new 9-3 will have a 1.6l motor, which already suggests it will be a very disciplined piece of theory brought to the road (hopefully with good functioning and great looks).
Joe said on December 15, 2010
Versatility? The Hammarsjö family takes of for 5 weeks of countryside holiday:
http://translate.google.com/translate?js=n&prev=_t&hl=en&ie=UTF-8&layout=2&eotf=1&sl=sv&tl=en&u=http%3A%2F%2Fautomotorsport.se%2Fnews%2F21941%2Fefterlysning-saabminnen%2F
Sven van Dijkman said on December 15, 2010
Having read most comments I must leave one too.
The brand (Saab) is a car brand but also something different. (Saab is a large defense group in Sweden). Also in that name there are elements hidden that relate to the car. One of the keys there is “design and engineering excellence”
Now, over to the cars. What Swade ask for is what the Saab brand means to me. In this context I am inclined to (again) write “design and engineering excellence”. But I have to add that that is too simple. Design and engineering also needs a purpose. And that purpose for the cars is (according to me) to design and engineers cars in such a way that the car does what a car should do!
Sounds stupid, eh? Well, not in my ears. Because the following question is the really interesting one. What should a car do? And then we are in Sweden with lots of snow in the winter, long curvy roads, a lot of low sunbeams and long summer holidays and families and summerhouses. And there is where Saab was born and how they were designed and engineered.
Traditionally the Saab engineers and designers thought it was important with passive safety, protecting the cars human cargo. A heritage from the aircraft industry too? I guess so, because training new pilots was expensive so you wanted as many alive as possible. Saab (and Volvo) rather drove the market, it was not the market that asked for it from the start. So to build in (real life) safety was a very large part of the vehicles design and engineering.
Safety for Saab in a wish to protect life is to overcome natural treats that 1) come from the geographical location (northern hemisphere) and 2) you expose yourself for by merely entering drivable thing.
Therefore you find so many features in a Saab that in one way or the other can be relayed back to this principle. Heated seats are not for comfort but for quicker reactions (if needed) being warm sooner. Central window controls (for us right handed people) are the only safe place to have them. Night panel is not a gimmick, it is to obtain better night vision. AWD is not for more fun driving but for safer getting to your destination, the curved windshield gives short steep A-pillars and these can thus be made thinner with the same strength and therefore the driver visibility is much better. Just fill in the list.
All of these features are excellent design and engineering solutions to the extreme winter and summer conditions met in Sweden when transporting people in a car in a safe way.
(That aerodynamics have played a big role in design is obvious, but never in a very consistent way over the years so I play it down a step.)
Call it quirky if you are a city guy in Rome or LA. But that’s traditionally what makes Saab a Saab. Quirkiness it is called by the non-understanders. Fine.
That these features (including the Turbo) means something very different for many other people today is fine but here are the roots of Saab:.
Excellent designed and engineered cars that care for peoples real life safety and yet transports them and beloved ones and stuff over long stretches of curvy roads full of danger and pitfalls.
And yet, as things develop (roads become highways, computers enters cars, high safety standards are common, multinational cars conglomerates emerge and collapse, environment correctness becomes vital, etcetera), this picture of a small independent car manufacturer in “hostile/heavy competitive” environment in a small corner of the EU still fighting for it right to exist, lingers in my mind. Saab the underdog, the Trollhättans = the Gauls resisting the Romans, Saab the Asterix of the car industry. We’ll never win over them but we’ll be happy being independent and alive and whipping the big one once in a while. And then we sing and party. This is (apart form the above) also Saab and part of the brand.
And perhaps the Swedish winter conditions and excellent engineering and safety attitude cannot be enough to build the brand further on, or is it the only way to go?
If so, stick hard to it and the world has enough places (hello Canada!) where we can sell highly specialized cars that cater for the needs of all of those people, including them that during the summer want to drive topless and also warm and cozy and safe during wintertime.
And all the others that do not fit into that target group may of course join us anyway, (please buy our cars now). They will not be the core customer and they can find some things quirky but they love Saab anyway, good!
But the brand has its roots and it should return and stick to it. That is the only way to survive. And finally we are free (from GM) and able to form our new future based on our core values: “Excellent designed and engineered cars that care for peoples real life safety and yet transports them and beloved ones and stuff over long stretches of curvy roads full of danger and pitfalls.”
Enjoy the ride!
Steve C. said on December 15, 2010
Taking that down to a tag line and reflecting others comments about the lifestyle impact…
SAAB
Designed and Engineered for Life’s Journeys(TM)
Tomas TL1000R said on December 15, 2010
Well spoken!
Kikaluka said on December 15, 2010
Outstanding Design
Independent minds
Börjesson said on December 15, 2010
In passing above, I mentioned “a car for all seasons”. Now that I think of it, maybe that’s a good catchphrase? But it’s so obvious, it’s probably already been used by some brand or other.
When thinking in Swedish, I came up with the word mångsidighet. I had to use a dictionary, but apparently the English word for that is versatility. Maybe that’s a useful word? “Versatility on wheels”, how does that sound?
benrp said on December 15, 2010
Good ideas coming out of Saab in the US.
http://www.mlive.com/business/west-michigan/index.ssf/2010/12/steering_cash_to_make_a_wish.html
Me said on December 15, 2010
Danish, Dutch, who cares
Rick C said on December 15, 2010
36 years of SAABs have left me with too many thoughts to even begin to comment but, after reading all the others, it’s readily apparent that SAAB HAS a very strong “brand” already. Almost anyone you ask has SOME kind of fairly strong impression on SAABs products and it’s up to them to capitalize on this. Mr. Reis has a valid point when he talks about percieved value. Product is very important, but you can have the best product available and if it doesn’t stand apart in the customer’s eyes it won’t be successful…. You can hand them a diamond, but if all they see is a sharp rock then the quest is lost!
saabdog said on December 15, 2010
To me, Saabs are simply COOL.
How does one describe Steve McQueen or James Dean? They simply are what they are. This is how I think of Saab automobiles.
WM said on December 15, 2010
Yeah, it’s that certain something. Saab cars have aura. And great seats.
100%Saab said on December 15, 2010
I think Swade defines the Saab brand, if I am an accurate observer.
Saab is the car you want to own for ever. And when you don’t, you want another Saab.
I think that pretty well sums up my attitude.
Just a thought.
Marc said on December 15, 2010
What does the Saab Brand mean to me?
We are a two Saab family with my bride driving an ’09 9-5, and I am driving a ’04 9-3.
The Saab brand means …
-Fun to drive
-Lots of room for a smaller car.
-Reliable
-Economical to Operate
-Distinctive / Different / Exclusive … some might say Quirky
-Prestige without being austentatious.
-A car that inspires compassion in it’s owners … witness the Saab rallys around the world last winter … there were no such rallys for Pontiac, Hummer or Saturn!
SAABBob said on December 15, 2010
Safe. Different. Cool.
Markac said on December 15, 2010
Saab for me has always represented something a little different. Something that isn’t run of the mill. Although this decade GM tried pretty hard to make Saab run of the mill. Mostly I like Saab because of it’s exclusivity. It makes you feel a little special driving a Saab because not everyone drives one.
BTW, Pepsi might taste better in the US because the US gets a hyper sweetened version of Coke that we don’t get here in Oz. I think ours is the same as Coca Cola classic.
Zed said on December 15, 2010
Design. Unique Scandinavian design! The initial draw to the eye. Plus 3 spoke wheels…simply amazing!
Iiari said on December 15, 2010
With so many comments, I can’t believe anyone is really following the thread anymore, but with the hope folks from Saab are watching, I’ll endorse the following uttered by someone about 120 posts ago:
“Swedishly Different”
I think that says it all. Saab’s (and all automakers’) problem is that there’s tremendous parity in the luxury market right now. Everyone offers astoundingly competent product. Top level safety, top level performance, top level comfort, and top level versatility. Each of those traits alone used to define entire brands (Volvo, Saab, BMW, Mercedes, etc) but they’ve all got each other’s characteristics now across the board. Everyone has Lexus style soft buttons, MB style seat adjusters, turbos, etc…
The only way to really stand out now once you’ve matched the fun, performance, versatility, safety, and comfort of your competitors is, as Daryl put it above, in a way that strikes people emotionally.
And to be emotional now really means design… It means having “Swedishly different” solutions to everything that a customers sees, feels, and experiences. That’s why the GM steering wheel in the 9-5 is such a killer… It’s anti-different. As much as possible, Saab needs to have every aspect of its cars match their competitors functions while dripping in “Swedishly different” in every way possible… Different control stalks, button layouts, instruments, lighting, exterior profile, engine noise, etc… Not different for different sake, but an intelligent “Swedishly different” inspired by their heritage and philosophy.
Let’s be honest… If their designers can’t dig down deep and figure out what this means and how to implement it for themselves and then for us, Saab won’t be distinctive enough to survive. This was BMW’s brilliance. Think what you will about their Bangle period, but sales went through the roof those years. Why? Because whatever you thought, BMW’s looked and functioned differently than everything else on the road… It felt like they were trying very hard to stand out and be cutting edge, and they were. And people noticed the difference in their product and BMW was happy to point it out to anyone who would listen…
Saab needs to do the same but “Swedishly different.” Jaguar is doing something similar now as well. Produce that “Swedishly different” product , and the brand image (properly marketed) will follow… I meant this to be one short paragraph… So much for that.
Quijote said on December 15, 2010
I’ve always enjoyed Saab’s “Find your own road” tag line. Indeed, it correlates well with what Saab means to me: Premium Independence.
Jeff said on December 15, 2010
I like that a lot too Quijote. The idea that Saab is the independent choice, that it’s all about choosing your own identity and being proud of it. Saab marketing should be clever, make you think, and be Scandinavian and simple. Not too many words if any, based on a visceral emotion of that idea- that you are unique and your car reflects it. I think your two sentence comment actually wins the whole thread- Premium Independence. I like it.
Quijote said on December 16, 2010
Agreed.
Victor, you listening to this?
ignacio said on December 15, 2010
Although your comments are well respected throughout this blog I have to agree with Ries that branding image and what it stands for is everything.
Once upon a time (20+ years ago) if you asked someone on the street to give a brief description about SAAB they would tell you SAAB is a “quirky,” “safe,” “different,” “Swedish,” “turbo,” “for liberal professors,” automobile company. Unfortunately to a layperson SAAB’s current model line-up falls into the same “what is it” product abyss that GM is trapped in.
The current model line-up does nothing to distinguish SAAB from any other automobile manufacturer. The 9-4x looks like a GM product Equinox, SRX, Envoy) no matter how much you try to spin it. I asked my wife (my wife who knows nothing about cars)today what she thought of the 2011 9-5 and she told me it reminded her of a Buick or Chrysler Sebring.
Obviously from an auto analyst or designer’s perspective it is easy to talk about SAAB.
I have had a love hate relationship with my SAAB 9-5 since I purchased it new in 2006 and it is my 4th SAAB after owning 2 900′s and 1 9000 in the late 70′s and 80′s.
To me SAAB has meant (21st century Opel-SAAB):
1. Amazing torque
2. Interior disintegrating before my eyes (plastic door handles, and dash peeling)
3. Electrical gremlins galore (2 fuel sending units, fuel guage still very inaccurate), warning lights illuminate for no reason
4 Fuel pump failure(s) – 2
5. DI Cassette failure
6. Sunroof cassette rattles
7. Headlight malfunctions (2)
8. Roof creaks, suspension creaks, door handles falling off
9. Comfortable seats, however so does my couch
Quijote said on December 16, 2010
Go buy a vanilla corolla.
till72 said on December 15, 2010
Soul.
I’ve driven a lot of different cars, many were not bad at all but the soul is what makes a Saab different.
Every single Saab I’ve owned fit me like a glove, enjoyed driving with me, took me wherever I wanted to go whenever I wanted to, they took care for me many times… Is it strange that I sometimes pat my car after a long ride on snowy roads and say thank you?
saabluster said on December 15, 2010
Form follows function
This is the basic unit of a SAAB. The one thing that stands as a pillar. The one thing that all other decisions are dictated by. The car must work first and be beautiful second. It is seen in the myriad of details that other cars seem to miss.
The driver oriented dash.
The uncompromisingly comfortable seats.
The dash lighting color.
The suspension that is tuned not just for the race track but also does not remove all semblance of handling to chase a puffy cloud ride. It is just right and works marvelously.
The AC vents which are the most intuitive and easy to operate in the business.
The massive cargo swallowing ability.
The state-of-the-art safety engineering.
Because this is such a pillar to SAAB it has meant that sometimes what works is rather unconventional in the auto world where everyone it far too concerned with following after one another and afraid to do anything that would seem “strange”.
The ignition position.
Use of a 4 cylinder in a premium car.
At one time hatches.
The wraparound windshield.
Avoiding the use of RWD.
The things mentioned are buy no means an exhaustive list and each item has a purpose in its existence. These are not just gimmicks. They work. And it is the fact that SAAB has managed to bring so many of these together in one car that the SAAB just works. It works because these guys actually took the time to figure out how a car should function. It is just gravy that they also make the car stunningly beautiful in form;)
Form follows function
Chris said on December 15, 2010
Be part of the Saab family
Satisfy your urge for being different
Distinguish yourself with a car that stands out from the crowd
Drive a Saab
Beautifully engineered cars for the inspired driver
Paden Kosoff said on December 15, 2010
I agree 90% to the report. This is my first post on this website, even though I read it every day. I was touched by the aero x. I have been following the GM ownership and sale of SAAB since then. There are many things about the design, meaning and presentation about SAAB products and its advertisement, such as that areo x music, the visual effects of the snow/ice block theme, the teal color light display, aero and XWD. These things made me believe in the power of SAAB. However, there have been many things about the marketing that take away from the premium, exclusive and valuable assets that SAAB is made of, such as the solid black interior, the new 9-5, 9-3 ad music and the high pricetag. I know that SAAB is a great brand, and it has been difficult for SAAB and Volvo to be a premium brand that is not up to par with the three Germans. Because of that there has been a lot of pressure to build momentum and bring in revenue to build better product. I feel that SAAB would be better off by making a huge cosmetic face lift to the brand instead of having an identical culture prior to GM’s sale. An aero x theme was more confident to me and got my attention-at the time I was about 14. This “Time is Now”, “Release me” beat is really sad and slow and I desperately want SAAB to change their habits and try to mainstream a little bit. I know that a mainstream 2005 SAAB 9-3 is not a great example, but the appearance of strength and progressive design needs to be more present in the appearance of SAAB interiors and SAAB commercials. SAAB shouldn’t be mass produced like the Lexus (that would be interesting) but quirkiness is a bit over rated. Its the quirkiness that makes me resentful, makes others resentful. Maintenance cost reputation is what prevented my parents and my grandparents from considering a SAAB. I love SAAB but I have found that perception is the most important thing in marketing. This report rings like church bells because I can give you a thousand examples why products sell the way they do. Please consider this thought…..thank you
P.S. Volvo is my favorite, SAAB is my second favorite. BMW MB and AUDI are like poison to me, even though their products are great.
x said on December 15, 2010
It’s simple:
With a good brand your cars are perceived better than they are -
With a bad brand your cars are perceived worse than they are.
BUT – bad cars will eventually drag down the brand. SAAB brand was for a long time perceived better than the cars (and the cars were not bad). But the GM neglect and the near death experience gave the SAAB brand a big blow. Now the cars are great but the brand is not. This results in low pricing power and that small faults are blown out of proportion in the press and consumer mind.
Yerrun said on December 15, 2010
Saab is for me a brand that competes with the German premium when it comes to quality and technology, but using an aerodynamic, different and jet-inspired Scandinavian design. Saab is the only proof that a group of individuals can form a fantastic community. Saab is a passion.
Jan said on December 15, 2010
what does it mean to me? unfortunately nothing anymore
Vector-SS said on December 15, 2010
Is there a way to disable this video from starting up every time I load saabsunited?
I’m quite sick of hearing “the ries report, with Al & Laura Ries” until i scroll down, find the video and stop it?
Swade said on December 15, 2010
Fair Call. Now removed and linked.
Vector-SS said on December 16, 2010
Came back just now to saabsunited, expecting the video to start but I was surprised I didn’t hear it
Thanks Steven!
Manlius said on December 16, 2010
For me SAAB means, first and foremost, independent Scandanavian design.
Dan said on December 16, 2010
Great video. Lots of lessons there. I really like defining the brand as “Alternative Luxury”. To me, this is Saab. Not excessive, not too flashy, not wasteful. Quality, safe, practical and luxurious enough to not rub it in the face of a guy at the traffic light asking for spare coins…
Maybe an ad with a Spyker parked off to the side. ‘People that could drive any car, drive a Saab. Saab – Alternative Luxury.’
Mart L. said on December 16, 2010
What does Saab brand mean to me?
> swedish quality – steel solid, well built, well thought-off solutions
> swedish design – timeless elegance (in it’s own way), understated (= more substance inside then is showing outside), straight forward, practical
> “responsible” performance (as they state in their ad’s) – enormous and smooth power where needed (= when overtaking, not when getting away from a traffic light) – it’s about turbo-engines and motor-management, and I think the new Haldex XWD is a strong contribution in the same direction
> it’s “away from the crowd” – I don’t mean this in an elitist way, but as a personal unspoken statement that makes me feel a bit more “free” from many social conventions (without being an outsider)
> and last (but not least): I simply like scandinavia and most of what it stands for – for me, driving Saab is also an expression of that
In all, I feel like driving a car that not everybody wants and that does also hardly ever feel outdated at all (even when it’s 14-yrs old – a NG 900 SE Talladega which is “hirsched-up”).
Can’t say more or be more genuine honest.
Joachim said on December 16, 2010
I agree with turbokralle
Saab is not unique enough
A Lot of people knows Saab As with an swedish Design, simple but practically, enough Power (Turbo) and comfortable (for Long courneys).
But AT the Moment Saab will Be a sportive Brand. Sportive like man others, BMW, Alfa, Audi now Volvo with the New S60
But i Thing Saab builds AT the Moment Car like a profileless Middle.
I loved my old 9-3 S with the luxury velours seats more than the Sports Leather Seats of my actually 9-3 sportscombi Vector. And the Fokus of the turbopower during a Car takeover an Not a stupid 0-100km like New cardriving License owning Kids. Also the ignition key between the seats and Not a looks like BMW and Honda Start Engine Button. Useless!
I often thinking to change my 9-3 SC to an old Classic 900 As my Daily driving Car. To a typically Saab and Not a Mix of different copying Other carmakers Elements. There is a Lot more ideas (New additional Interieur Colors like Darkred As the original 900 Turbo (Look to BMW and Alfa wollt Be perfect fit to the Colorless TurboX) or Darkblue Leather. Why Not a tobacco color like an Audi A6. The old 900 had the color called “Nevada” i think, and and and….