Saab, websites, advertising and you

A friend of mine, regular reader and occasional commenter on this site, Nixschel, posted something in comments that I thought was worth posting here on the front page.

Nixschel was commenting with regard to the discussion to SaabUSA’s website now working with the iPad.

The bottom line…. while we argue semantics about what can genuinely be some important issues, we may be missing the most important point completely.

And Saab might be missing it too.


I cannot but agree with what has been stated. I saw a press release regarding the new pricing of the 9-3. So I check the website and guess what? [The] old numbers are still there. Takes some explaining, I think. There is a website for the 9-3 in the Netehrlands which I find badly communicated and hard to find.

The reason behind all this is not clear to me. What use of which platform to me is rather irrelevant. I come from the old school of HTML in notepad. I come from the adagio of “it has to be a decent site in any browser”.

I am a MAC user, but I threw out the iPhone as it was a crap thing. I do not want to enter into any wars between soft- and hardware manufacturers. What I do want to see is a decent clean up, some form of a way forward in Saab advertising and websites. There does not seem to be a common goal (with slight deviations based on local tastes and customs).

The connection with the community, which did help in the fight for survival seems to be either forgotten, or is no longer seen as a commodity. That suprises me as there are plenty of studies around that focus on finding the magic ingredient, why did we do what we did when we did it.

In short, I cannot at the moment, find a common goal, I cannot see a real connection between us and the brand. It seems to be fading a tad into the background and that to me isn’t right.


I know that Saab are working on global site development and whilst I don’t have any knowledge as to what sort of platform they’re using, I’m confident whoever’s building it for them will have cross-system usability in mind.

The bigger picture that Nixschel mentions is of more concern – the unity of message and the connection with customers. The story doesn’t necessarily need to be told explicitly, but the connection needs to be as strong in a year’s time as it was a year ago.

I just thought Nixschel’s comment was quite a good summary of the total challenge facing Saab in their marketing efforts and wanted to share it here.

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