When I give gifts at Christmas, I generally don’t give the person something menial. I don’t give socks, for instance. Not that I’ve got anything against receiving socks. It’s tedious having to go out and buy them, so perhaps the gift I’m really receiving isn’t the socks, but the relief from having to go and get more. But I digress.
Whan I give a gift, it’s something that I, as a friend or family member, want that person to have. Because I think it’ll bring them some happiness, or expand their horizons a bit. It’s a lofty goal and it doesn’t always work out, but it makes things interesting.
When I wrote a post called fuel economy is from the devil last month, I knew I’d upset a few people. It was a spur of the moment thing. I was annoyed about a couple of comments that damned Saab to hell purely for the sake of a couple of mpg’s. I thought about it for 5 minutes out on the back steps (getting a breath of ‘fresh air’) and then came inside and wrote about it.
The underlying point behind the whole post was that for me, driving my Saabs is all about the act of driving, which is one of my most favourite pastimes. Engaging in this most favourite activities in a Saab delivers more enjoyment in more situations than I can imagine any other car delivering.
It’s about versatility. Utility. Performance. Comfort. Safety. It’s about the combination of elements that Saab have been building into their cars for years.
To me, the point of ruling a Saab out or encouraging someone else to do same because they might be one or two mpg’s short of some other competitor (whilst simultaneously being several mpg’s ahead of others) means you can’t see the forest for the trees. Saabs have competitive fuel economy but they’re about so much more than that. Maybe the reason they don’t do as well as they should in reviews is because it takes an owner with some miles under their belt to understand the full panorama that is Saab’s offering.
My one little Christmas gift to you today is a pointer over to Pierre’s latest writings at the Charles River Saab blog.
Pierre takes the theory a few steps further and with similar reasoning in mind. It doesn’t make a marketer’s life any easier, but a Saab isn’t about a unique selling point. A Saab’s qualities are hard to measure with numbers because they hinge on the total package, they way it entertains, endures, protects.
For me, it’s reassuring to know that a guy I have so much time and respect for “got it” – even if I annoyed him at first 🙂
Enjoy. It may not be what you wanted for Christmas, but hopefully it’s a surprise that you might find useful.