There has been a lot of talk in relation to Saab advertising, much of reflecting no small amount of discontent.
Many have argued, quite accurately, that Saab did not tell the story of their survival. The fact that many dealers and enthusiasts were still receiving questions about whether Saab were still alive only seems to support this notion that Saab still have a lot of work to do.
Victor Muller attended Saab’s outdoor exhibit at the Detroit Auto Show (which seems to have received good attention, by the way) and in speaking to the New York Times, he indicated that that lack of storytelling was about to change:
“Saab was perceived to have died with old G.M.,” Victor Muller, the chairman of Saab’s new Dutch parent, Spyker Cars, said. “People mentioned Saab in the same breath as Hummer, Pontiac and Saturn. But in fact we were the company that got away.”…..
…..[Saab] plans to begin an advertising campaign next month aimed at convincing consumers that it is still alive and plans to stay that way.
“The buyer needs this confirmation that he’s not an insensible person if he actually buys a Saab,” Mr. Muller said.
Of course, February will see the one-year anniversary of Saab’s acquisition by Spyker Cars. There will be a lot to talk about and it would appear Saab plan to talk quite loudly about the acquisition and the fact that Saab are still alive.
More coverage from Detroit:
Photo: Inside Line