Saab to review US advertising

Saab’s Marketing Director, Knut Simonsson, at the Detroit Auto Show (well, at the Sno Hus just outside of it, actually 🙂 )……

“The U.S. is the most important market for us, and we are now overseeing our agencies,” said Knut Simonsson, executive director of global marketing for Saab Automobile. “You will see an agency review taking place this spring,” he said this week during an interview at the Detroit auto show.

McCann Erickson has had the account since 2007. Saab Automobile replaced its European ad agency last year.

If Mike Colleran read this, I’m sure this line would have made him wince a little….

The action follows the removal last Friday of Mike Colleran, Saab Cars North America’s COO.

I’m not sure if Automotive News didn’t get the press release relating to his resignation, or just ignored it.

In any case, I think all concerned will find this review welcome news. Some might even say its 10 months late, but the guys in Sweden have had a lot on their plate and they’re supposed to be able to delegate these things to some degree.

For what it’s worth, the volunteers at the Saabs United ad agency have been working hard, and on a more serious note, I know that Curvin O’Rielly’s probably available for a chat, too.

max
Guest
max
5 years 8 months ago

US needs new creative, something compelling and alot of views . People here have no idea that Saab didn’t die with Pontiac, Saturn and Hummer. Saab needs the US market to survive and ignoring it as they have makes no business sense. Want to crank the factory up? Get the US market moving.

Saabheart
Guest
Saabheart
5 years 8 months ago

+1

I don’t know if they have been ignoring it, but I agree with you saying if you want to get busy building cars, get the US market moving.

This is good news.

saabdude
Guest
saabdude
5 years 8 months ago

““The U.S. is the most important market for us, and we are now overseeing our agencies,” said Knut Simonsson, executive director of global marketing for Saab Automobile.”

“The action follows the removal last Friday of Mike Colleran, Saab Cars North America’s COO.”

This should come as NO surprise to anyone here that the two are directly connected. 🙁

Jron
Guest
5 years 8 months ago

I’d love to see something that emphasizes their Swedish heritage like that dreadlocked skier they have on occasion.

As the rural mechanic/racer who rebuilt my turbo told me, “people don’t realize Saabs are sportscars, and they drive like sportscars. You’re gonna be blown away.”

Mainly I hope that is what comes across.

North Toronto Punter
Guest
5 years 8 months ago
So many marketing (as opposed to just ‘advertising’ ) fronts to fight on: 1. Make it a condition of renewal of contract that Hummer and Saturn signage be removed at all Saab dealers (a poorer compromise: Put those signs somehwere else….smaller font). 2. Get the Canadian website sorted out. if you can’t ‘build’ the car online, with correct pricing (not US) then Candian sales will continue to languish in single digits. Period. Same goes for leasing. Sort it. Otherwise we will see the same massive discounting in Canada that our American cousins face. 3. I’m a big fan of strategic… Read more »
Paddan
Guest
Paddan
5 years 8 months ago
Affordable (and realistic) leasing terms will be the way many folks in the American market will get into Saabs. In turn, that will move metal and create a continued stream of CPO cars at the end of the lease for the dealers to continue to profit. Affordable and relaistic leasing will make Saabs more visible in the US marketplace. This will become a self-fulfilling prophecy. Saabs won’t be seen as a risk nor will it be out of sight, out of mind. Instead of discounting the cars so heavily which goes to undermining residuals and kills leasing due to high… Read more »
Manlius
Guest
Manlius
5 years 8 months ago

This is a good point. A super attractive lease deal put us in our first Saab about 10 years ago. We have owned or leased 6 Saabs since then.

TuuSaR
Guest
TuuSaR
5 years 8 months ago
Ovlov had crashed C 30 Sedan on display in Detroit show. If Saab would do some really wild/offbeat crash safety video about the new 9-5, then it would spread itself over the Internet after the initial short tv-period. (people like to link good video’s) When previous 9-5 came, Saab had ad video showing 60+60km/h crash with tagline “no serious injuries” or something like that. I cant remember any carmaker doing similar before that. Now, with everyday Euroncap videos and hugely improved overall safety in cars, such video would not have major impact. Saab needs to look at their old safety… Read more »
zippy
Guest
zippy
5 years 8 months ago
Leasing costs (or even a lack of leasing, period) are issues here in N America. But I still say the best way forward for Saab would be to offer a market-beating warranty to get the message out there. Something like a 7 year/100000mile bumper-to-bumper warranty would sure get ALOT of attention in the marketplace. Its not like its really going to cost Saab a ton of money as our cars are quite reliable and Saab could offer it in the marketplace for maybe a period of three or four years until Saab is re-established in the market. It will also… Read more »
North Toronto Punter
Guest
5 years 8 months ago
Absolutely concur Zip! In the autoexpress review today [9-5 vs. Merc E350] the whole issue of residuals surfaced….again. And a confident warranty would go far to allay fears. You’re right about the time-scale too…it’s going to take 3 or 4 years to bring confidence to the market (assuming the product is spot on…). Best of Breed Warranty + realistic pricing (given current residuals) is the only way forward. I hope the ultimately flexible Business Plan anticipates this… [Off the cuff: I’m sure if it’s been mentioned before…but what about a Saab Credit Card…where ‘miles’ are put towards a new car… Read more »
74stingray
Guest
74stingray
5 years 8 months ago

+1 on the warranty, Thats quite bold to suggest offering 7yr/100k. However, it would offer the buyer ( and CPO buyer) peace of mind that the car will have only basic maintenance costs during the time of making the car payment and well after. Nothing worse than to have a car payment, have it just out of warranty and have to cough up more money for repairs.

RS
Guest
RS
5 years 8 months ago
Europe would need exactly the same thing. It’s beyond me that US Saabs get 4+2 years (up to 100k miles total) warranties when someone who buys a Saab from the Dealer two miles from the bloody plant is left without one after two years. (not to mention a ridiculous 1 years bumper-to-bumper that the Irish for instance are enjoying. At least the last time I checked) I simply cannot ‘sell’ a new Saab to relatives who drive on average 20k/year, now that these 5 to 7 year Korean deals are out there. 4 years/80k km + plus the old 2… Read more »
baas900i
Guest
baas900i
5 years 8 months ago

Saab Australia offered 100,000km – 3 years, the new Saab Australia will have to do much better,

Dodge111
Guest
Dodge111
5 years 8 months ago
I work at a Saab dealer in Pa,USA.I have been saying for the last year that even our Saab customers are still coming in and asking is Saab still building cars and thats after sending letters to them all telling the story,and thats the cudtomers that know Saab.I hope the add blitz will help ,we have the best cars to sell in the 32 years I have been selling them.I am driving a 2010 Aero and as a demo I get to drive it for 3500 miles or three Mo.I don’t want to give it back and nothing has gone… Read more »
E
Guest
E
5 years 8 months ago

Hey … my commercial is available for SAAB to use … one in the final 8 in the “SAAB Arctic Adventure” contest on Facebook. 🙂

The contest is open now thru Sunday. One vote per day is all you are allowed. Please check it out on the official SAAB Facebook page under “Ice Hotel Contest.” Folks can view our commercial (“A Deployed Airman has Hit Jet…” by Eric B.) and then hit the “LOVE IT” button underneath it to record your vote.

We’d really appreciate a little SU support. TIA. Go SAAB!

Regards,
Eric

Jeff
Guest
Jeff
5 years 8 months ago
Since I hopped in very late on the last ad comment thread and Red J and Swade are probably the only two or 3 people who noticed, I just want to throw this back out there just in case anyone in Trollhattan is listening. I may even email Victor himself I’m so impressed with this firms work, anyway… Two examples of tv ad marketing in the US that were just released this week that represent the best and worst of automotive advertising, both for direct competitors for the new 9-4x. The new Ford Explorer commercial is excellent, and features Icelandic… Read more »
Anders
Guest
Anders
5 years 8 months ago

Is “Sno Hus” supposed to be some kind of Swedish? Do they mean “snöhus” (English: snow house)?

Red J
Guest
5 years 8 months ago

Anders, as you can see here Saab has always spoken about the snöhus, its only Swade having problems with the ö.

SCVA
Guest
SCVA
5 years 8 months ago
Once in a while an idea resonates: I read a comment on the Saab/Mercedes comparison about Saab being a wise move for Executives in the post crisis era because it shows humility but still comes with luxury. Practical, fun, luxury. “If you’re a company manager looking for a car that can offer hours or comfortable driving, where your passengers have room to relax and sends out the right message in the aftermath of what was the Global Financial Crisis then the 9-5 will be hard to beat.” By W00DZ If a firm could convey that idea in an ad asap… Read more »
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