Final words on sales data – January 2011

Another month has passed by, and Saab sales numbers are out once again.

Saab is in many Countries way behind the 2008 figures, and in some few even behind 2009 figures, at least January 2011 is better than January 2010.

I have access to the sales numbers of 19-20 countries, which I’ve classified in two groups. S,UK,US is the first group and the other 16-17 Countries are the rest.

If I compare the retail data of all those countries compared with the global data published by Saab, I see that the rest of the world accounted in 2010 for 6% of the retailed units.

In 2010 group 1 accounted for 71% of the retailed units, group 2 for 23% and the rest of the world accounted for, as I’ve already said, 6%.

While I’m still missing the data of 3 countries from group 2 (Denmark, Greece and Poland), and I don’t expect those figures to come out today, I can still say something about the total outcome.

Note: the unknown data has been filled with the monthly average of 2010

My predicted total retail figure for January is 2.700, this means Saab has to retail more than 7.000 units in the next 11 months to reach the 80.000 figure at the end of the year.

This can be divided into
59% group 1
41% group 2
6% group 3

I don’t want to say who has performed well and who not, but continental Europe is doing quite well, and Sweden and UK could have been better.

I think even Saab expected to sell 100 more units this month, but as Swade already commented, the spring and the summer will look much brighter as new model will enter the Swedish market.

And what about the UK? Well if they perform like last year taking the retail numbers of January as base they will be able to retail 20.000 units in 2011. So they are not really that bad at all.

One last note to those who like to misuse numbers. The numbers I have access to are retail numbers, but the Saab forecast is on Wholesale numbers. I expect that this years difference between retail and wholesale will be at about 4.000 – 5.000 units, thus if Saab retails about 75.000 cars they will be reaching the forecast.

And now after all that numbers something to relax

I’ve seen this picture in some east-Europe sites(roadlook.sk; automedia.bg). I don’t know why this picture has appeared now, and if it is based on some leaked pictures or not, but I like it.

61 thoughts on “Final words on sales data – January 2011”

  1. Well done on the numbers. I think judging a year on January numbers is the wrong approach. Even more in a year that will see some new models.

    And that pic… Wow! I like it though it has a bit of Mini in it.

  2. I quite like that picture as well! If Saab puts that in showrooms for 2012-2013 I’ll buy it in a second!

    As for the sales figures. Thanks for summarizing everything for us. Till72 is right, next year will be more accurate, but the fact is, Saab still needs to pick up the pace, they must be pretty far behind their original targets now.

      • Agreed. It just looks like a mini, slightly modified. I’m not a fan. Its stubby. I have faith that Saab can come out with something WAY better than that.

  3. At least from the position of a private motorists SAAB in the UK is invisible.

    I stopped buying car magazines years ago so cannot comment on any advertising in those publications but there does not seem to be any attempt to raise the profile, announce and advertise the 9-5 or support the 120g 9-3 anywhere.

    The market here is impacted by the huge number of company cars with private motorists coming second.

    The company drivers choose Ford/Vauxhall/BMW/AUDI/Merc, at least that’s how it appears and that is the market SAAB should chase if it wants big sales, the 120g should be pushed hard here.

    I’ve said it before but cricket sponsorship is totally pointless, too selective a market so too few customers, waste of money.

    SAAB UK do not seem to have a strategy, they need to speak to customers who’ve parted with their own cash during last years difficult times and understand who buys a SAAB in 2011.

    SAAB UK are letting the side down.

      • UK is actually more a Hatchback market… Ummmm (Rolls eyes)

        On your normal mainstream market.
        Premium brands have only recently introduced a hatch variant and it’s quite likely that many may still see a saloon premium vehicle as the one to buy. It took a while for people to buy diesel convertibles because it just didn’t calculate right. (loud rattly engine in a car with no roof) but once driven, people realised it was only a slightly louder engine noise whilst stationary but the low-end torque and great fuel economy more than made up for it.

        It’s quite possible that similar benefits have to be found in the A7 or GT5 for peoples perception of a Premium hatchback to change.

        ———————————————————

        A note on UK market.

        SAAB had its best residual values whilst between 15,000 and 20,000 cars were being registered pa. Once GM started pushing more than that into the market residual values fell through the floor and ultimately weakened the brand.

    • As one of the people responsible for the UK marketing activity, I guess I should respond. The cricket thing is not intended to be our main communications effort – it’s a targeted campaign that is the icing on the cake rather than the cake itself, and should be seen in that context.

      To list the main points raised:
      In the UK we spent a considerable amount of money announcing the 9-5, including on TV, in cinema, posters, radio, newspapers and on-line.
      We have been pushing the 120g message in national press and online since we launched the revised TTiD engines, and have just launched a new campaign to maintain that momentum. You will see 120g ads in most of the major newspapers for the next few months.

      There will be people with specific media habits who are not exposed to our advertising (it seems you may be one), but they will be in a very small minority. It’s a fallacy to assume that if one hasn’t seen any advertising that means there is no advertising – it’s the old “all sheep are white” logic test…

      • David,
        Thank you for sharing all that information.
        Sometimes people come here simply to say something, just, as Swade says, because they can and not because they should.

        I from my side can only say that i sometimes hope that other European markets did perform as good as the UK.

        Please keep up the good work.

      • My initial thought on the cricket sponsoring/advertising was that it’s a good idea and niche like Saab, even though I know absolutely noting about the game :). I guess the only concern was the cost (% of the budget) as Saab marketing should especially go (worldwide) for good scores on price-to-exposure/target group potential.
        In other words, David -if you will- is or do you think golf sponsoring is out of Saabs league in terms of cost nowadays? One would think the demography should fit the new 9-5 like a glove. A huge number of golfers drove the 9000 in the late 80’s.

  4. S we like/love a Mini with a Saab nose? Come on, guys, New Saab really doesn’t need that kind of rebadging stuff. Had enough of that over the last 30 years, don’t you think?

    Ivo

  5. Hi RedJ,

    I have sent the numbers for Greece to Swade a few hours ago: it is 30 Saabs sold in January 2011.

    Don’t have january 2010 numbers…

    • HI Alexandros,
      I’ve checked the Greek site just before writing the article, and the numbers weren’t on-line at that point.

      Thank you.

      Saab has sold 30 cars, down from the 39 sold in 2010.

          • Yet it is still one month of the year, I do like to look on the “Segment E” for January 2011 in Greece. There we have the Volvo S80, Mercedes E-series, BMW 5-series, Jaguar X-type, and the Saab 9-5.

            Well, the numbers show that the 9-5 is on second place in that class, after the E-series with 41,86% (18 cars). Saab has 32,56% (14 cars) of the market for January. The 5-series has 18,6% (8 cars) with Volvo and Jaguar in the lower end of the list.

  6. With sales I think the problem is that SAAB underestimated the cost of re-building confidence and awareness of the brand. They got a hard blow from GM when they announced and started the closure of SAAB. I really think that it would be a great investment to spend a lot more on marketing and building the distribution network. The problem of course is that they don’t have that money so they have to raise it from investors. But I guess it’s easier to raise money for developing new cars and technology than “soft” investments.

  7. The red car is, in fact , a merc from 1977. 😉

    Fordonsidentifikation
    Registreringsnummer: AAL888
    Fabrikat: MERCEDES-BENZ 220 D
    Färg: LBRUN Fordonsslag: PB
    Fordonsår: 1977 Fordonsslagsklass: I
    Chassinummer: 12312610019622
    Typgodkännandenummer:
    Typgodkännandedatum:
    Senaste EU-regbevis del 1: 2004-09-14
    Senaste EU-regbevis del 2: 2004-09-14
    Handelsbeteckning:
    Upplysningar:

    Ägare/Brukare
    Namn: H&K BILDEMONTERING AKTIEBOLAG
    Adress: NYKYRKA INDUSTRIOMRÅDE
    Postnr: 591 97 Förvärvsdatum: 2007-05-26
    Ort: MOTALA

    Fordonsdata
    Fordonsstatus: Avregistrerad (2007-05-28)
    Tillfällig registrering: Nej Privatimport: Nej
    Antal ägare: 10 Yrkesmässig trafik: Nej
    Fordonet tillverkat:
    Producentansvarig:
    I trafik första gången i Sverige: 1977-03-25
    I trafik första gången i utlandet:
    Ägarbunden dispens: Nej
    Ägarbunden dispens upphör: Nej

    • And it’s not red but light brown (at least now – recoloured?)… Owned by some car deconstruction company… 10th owner…

      Make your own story!

  8. You would need weeks of Excel work to predict production for the entire year and still the error marginal would be ridiculous.
    1. sales are moving up, it’s quite hard to formulate/guess this mathematically
    2. product progress, it’s very hard to predict how this will effect
    3. new markets opening

    Even if Saab would be normal car company and we would know all January sales in great detail and could compare them to past 5 years in great detail, there would still be considerable error marginal.

    Only thing certain is that Saab will sell considerably more than last year, like sales data shows.

  9. Well, as I mentioned in the other thread, 1200 cars in 2 months in the UK is a solid starting point to build on – because that’s 1200 cars (driving around hopefully and not sitting in dealers) that people will see. I think it’s about building momentum.

    I used to work in a shop that sold lotto tickets. The shop had ~0% margin on the tickets, but it was the tickets that got people into the shop, who would then buy other things with a high profit margin. Saab just needs that 1 killer model, that 1 lotto ticket, to get people into the showroom so that all the cars will sell. As it is, they don’t seem to have it, but, as you said already, let’s hope that the low CO2 9-3SC (Europe), the 9-5SC (Sweden), and the 9-4X (USA) are the killer cars for each market!

  10. I like the pic – I’ll have one, plug-in hybrid if available…
    Hopefully the 2nd half of the year will be spectacular, with all models being delivered, 9-4x, 9-5SC and the 119g 9-3SC…
    It can only get better…
    80.000 is achievable!

  11. I think J Fan hit it on the nose. Once people see the new 9-5 driving on the roads more people will get interested. Come late summer the demand will be huge and Saab won’t be able to meet demand! Lets just hope the business plan can weather a few more months of low sales.

    • Come late summer the demand will be huge and Saab won’t be able to meet demand!

      It would be great if there was a spark and the whole thing spread like wild-fire! I was in a multi-story car park today and saw three black 2008 9-3’s – one of which was a convertible with a beige roof. It’s hard to believe how quickly things can go from good to bad.

      Let’s hope they can go from bad to good in a similar amount of time.

  12. Off topic, or maybe not….

    I consider myself a Saab target customer, i.e. have owned Saabs already, reasonably smart, reasonable income, etc. etc. I watch television (or at least have it on), read the New York Times (online). I maybe have seen one Saab commercial (the one with the stupid ants) but nothing else, nothing, nada, niente, zilch.
    Every time that people on this forum see a commercial there is an outbreak of hope and joy that I’m not able to join because I didn’t see anything. I’m really getting worried that I’m going blind,that Saab is just not interested in my kind of customers anymore or that their ad campaign is hugely in-effective.

    • But it’s somethingthat is reachingsomebody which is a lot better than the nothing that we have had for the last year…

      I stopped by Fred Beans Saab today to buy some goodies. My friend at the parts department and I were chatting and he told me even still customers ask “Saab is still around?”….

      It’s a big wall, but we gotta chip away at it somehow. Saab might not be always what we like or envision what it should be…. but we gotta keep spreading the word.

      For me and my lifestyle,I would want to see the 9-4x loaded with hip boots, fly fishing equipment while the exterior is lightly covered in mud and dust parked at a lake…

      Others may want to see it loaded with soccer balls and Starbucks coffee cups…

  13. I can offer a unique perspective on US sales numbers as I sell in the US. Not cars, but production built homes for America’s largest home builder. You might think that buying a home and car are totally different- and unless you live in the States, you are right. But here in the land of consumption, it’s not so different. I could explain why but this is not the time or place for that. What I would like to point out, and what has seem to have been left out of recent conversations about sales numbers is the state of the US economy, and how events in the US affect Americans willingness to buy stuff. October and November were pretty harsh on my own, my company’s and Saab’s sales numbers. The context that was left out was the incredibly negative elections that were taking place. December and January were slow, but it has been colder than normal over large parts of the country. Shopping for non-food items becomes less important if your water or heat isn’t working, if schools are closed etc. But today, the stock market hit a two year high, and US unemployment hit a two year low. And now it’s only weeks away from when many Americans start to receive their tax returns. This starts the buying season for “large ticket items” (houses, cars, washing machines- things that generally last more than 5 years). This year will however will be better than in recent years due to last year’s $8,000 tax credit. Consumers who bought a home last year will get their usual tax return plus and additional $8,000 to blow. So the point of this coffee fueled rant is this: sales for Saab will be up this spring/summer. 🙂

    • I wish I could share your optimism, but I don’t. The stock market has no impact whatsoever on the daily life of most people, Main street doesn’t see any of Wall streets profit. The job market is still pathetic, the 1% percent improvement is well within the statistical errors. Most people who have a job haven’t seen a real increase in income (after inflation correction) for many years. Real estate taxes, however, have been steadily going up. Prices of oil related products (gasoline, heating oil, etc.) have been steadily going up. Cost of living has been steadily going up. Insurance rates have been steadily going up. Cost of health care has been steadily going up. And so on, and so on.
      Adding everything up you’re looking at incomes which are flat at best over the last 6 years, while expenses have gone up by 20% or more. This kind of climate make middle class people, the target customers for Saab, extremely antsy and very unwilling to spend their cash on anything else than a solid investment. Saab, at first glance, doesn’t look like a solid investment since it’s unclear if it will survive and what the depreciation of your precious new Saab will be. Imho, that’s the reason people in the US shy away from buying Saab except when offering huge discounts (like in December) to mitigate their feelings of doom.

      • Let me explain the depreciation issue a bit further. If you’re buying a $40k to $50k car and take a long term loan (6 to 7 years) to keep the monthly cost down then a depreciation like we have been seeing for Saabs will cause the car to have no left value after about 3 to 4 years. This means that the balance between the cars value and the remainder of the loan is zero. Btw, a reason for many banks to turn down such a long term car loan.
        So, at that point you have to decide whether to sell the car (absorbing the more than $20k you have spent already over the first 3 years) or to just keep it until it falls apart. Many people will opt for the first because keeping an older car means more expenses to keep it up. Many people will do these calculations before buying such a rapidly depreciating car and decide to buy something that keeps its value longer.
        The 2 things for Saab to tackle is the rapid depreciation and long term maintenance of the car, because I do think that many people would hold on to their Saab for more than 3 years. The first can be accomplished by weening people of the incentives and trying to keep used car prices up. The blow of increased maintenance for older cars can be softened by an extensive warranty coverage and free schedules maintenance. That’s all going to cost Saab a lot of money!

        • Saab being the car it is, should be marketed first and formost to those who ‘drive for a living’. Business people and self-employed who sit behind the wheel more than two hours a day and cover more than 30.000 miles a year. I know several who buy a new Saab and then take it as far as it can go. No need to worry about resale value as there’s nothing left when the car is done. It doesn’t matter if it’s Toyota, Merc or Audi.
          There where probably no demand for 3 year old Saab in the US thanks to all these few year old previously incentivized (pushed) cars that destroyed any reasonable second hand market. We all know the sales/marketing effort during the GM years weren’t top notch either. Very few over there know what Saab is all about. Quirky and ‘Born from the jets’ probably weren’t things that made the general public crave for one either, especially pre-owned.

    • Your points are all well and good. But, why were alot if not all of Saab’s competitors sales up? Reality is that people in the US market DON’T know Saab is alive and has a bright future. Saab AB has got to get out there and tell them, and not in some small way. The market needs to hera it and hear it, over and over until it is clear and known.

      • Yes, I agree, ramp up the PR machine to let people know that Saab is still making beautiful cars. The bright future is the hard point to sell.

        • They are ramping up the PR machine. We covered it here and it’s going to go on at a petty high level for at least three continuous months in order to kick start things for a more regular campaign later. Just because they’re not putting them right in front of your face doesn’t mean it’s not happening.

          Freddy works in a sector involving large purchases with a particular sensitivity to economic conditions. Personally, I think he’s probably got pretty reasonable antennae when it comes to these things.

          • “Just because they’re not putting them right in front of your face doesn’t mean it’s not happening.”

            I’m sorry Swade, but I have to disagree with what your saying here. If I, as a Saab addict, don’t notice anything around me that signals that Saab is still alive and kicking, then how should the general public be aware of Saab at all? Mind you, I’m just talking about what I see of Saab in the North East of the US. I also read Dutch newspapers online and there has been a huge Saab campaign for the last three months, very effective.
            I suggest that we wait until the end of February and that you then poll the people here on whether they have noticed the new Saab PR campaign. That is probably more efficient than that we start playing the “yes/no” game here right now.

            Maybe I overreacted a bit to Freddy’s posting, but I felt that I had to add a bit of reality to the happy shiny picture that he is painting. We are still in a big hole and it is unclear whether we’re digging in further or slowly crawling out. Btw, there were tons of people with “pretty reasonable antennaes to economic conditions” who happily dug the depression hole that we all tumbled into in 2008. These are the same people who are now telling us that it’s back to business as usual. That’s something I really choke on when I see jobless people on food stamps, families loosing their house and mothers having to choose between feeding or clothing their children. And I’m living in a better off part of the country! I can only imagine how bad it is in other places.
            OK, off my soapbox.

          • I’m sorry Gerrit, but I have to disagree with what you’re saying here.

            Just because Saab’s US ads haven’t tweaked the Gerritometer doesn’t mean they don’t exist. We’ve possibly only covered a portion of Saab’s recent advertising here and what we’ve learned is that you don’t read the WSJ, Glamour Magazine and you’re not hooked up to Saab’s Facebook page. Multiple hundreds of thousands of people do, and are.

            The WSJ has a print circulation of around 1.6 million (I’ve rounded it down as I don’t want to seem too shiny-happy) and Glamour magazine has a circulation of around 1.4million. Saab have over 60,000 fans on Facebook, not to mention the friends of fans that see ‘likes’ when they’re clicked (small stuff, but it all adds to the drops in the ocean effect)

            What all this means – they haven’t reached you with the broad circulation items that they’ve done yet but as WooDz implies, maybe you’re not in the demographic that they’re trying to reach in the US at this point.

            They started running a TV campaign on January 31. I haven’t heard here from anyone who’s seen it, but that doesn’t mean it hasn’t been seen and my personal reaction to that won’t automatically be that it’s ineffective. It means that the crossover between the typical SU commenter and the TV audience is small.

            As Greg Abbott wrote to me in reply to a post here once (one of the best pieces of wisdom I ever got here) – you are an audience of one. Don’t assume that your circumstances apply to everyone else, that your beliefs, routines and habits are the be-all and end-all.

          • Thank Swade that we are on a forum where we can respectfully disagree with each other.

            “maybe you’re not in the demographic that they’re trying to reach in the US at this point.”
            —> this is what I’m afraid of and what is making me very sad….

      • “why were a lot if not all of Saab’s competitors sales up?”

        Marketing, marketing, marketing……..
        and the offering of a broad spectrum of new models

  14. its a mini with a saab nose ,not for me.I sincerely hope Saab can do better than that .In fact I am sure they can.

  15. A mini with a Saab Front? Aargh! Saab design is not about following or copying forms, its about Shaping clear and sculptural designs, for ex 9-X! People who cant Identity with Mini, Alfa Mito, Fiat 500 or Citroen Ds3 Look for alternatives, Not for copies. Move your mind:)

  16. GerritN: I can only conclude that you’re not a Saab customer. you have written nothing here that even resembles a desire to own a Saab. It’s ok I get it, you feel Saab just isn’t a strong enough brand to compete, not enough marketing, too smaller portfolio, and lower then average residual values.

    If people are going to sit on the fence and wait for the so called right product to arrive, it will be too late. We know all the cars that are in saab’s business plan; there are no more surprises, no White rabbit and certainly no 2nd chance.

    To all those that frequent this site; if you’re not buying the advertising you’re just not buying it. If 40k or 50k is too much in your mind, then you just don’t think saab’s are worth that. If 300hp isn’t enough then Saab just isn’t the car for you. It’s ok we get it, you’re just not Saab customers anymore. Just don’t come on here and start dictating what Saab should be doing when either you have no financial or marketing expertise and get all upset that Saab isn’t burning money at the rate of VW or BMW. Saab just isn’t in that league. We know it and deep Down you know it too.

    So let’s cut the crap and move on huh

    • I kind of agree with you, but then I kind of don’t.

      Yes, Saab cannot possibly have a huge budget for marketing like BMW et al. And, to have gleaned such a little return on what they’ve invested already is probably disappointing for the number crunchers at Saab (I’m assuming this based on the actual cars sold in 2010 versus predictions). But… then you mention, ‘

      to all those that frequent this site

      ‘ etc. GN’s point was that he is not seeing any advertising, and if he is not seeing any, then how many others are not seeing it? Sure, I see ads all the time. It’s not going to change my situation which is that hopefully in the next year or two, I’ll be able to buy a new Saab. Saab’s advertising has no bearing on me. The problem is not us who already frequent the site, the problem is those who do not already frequent this site. i.e., those who do not know Saab is still around.

      You shouldn’t presume/assume to know everyone here and their situation. I bet, if they could, everyone here would buy a new Saab tomorrow if they could, and would probably do so before any other car out there.

      So, we need to get more people here like that. Whether its by driving your Saab around as a mobile advertisement like Till, or just by driving it, or by telling people about Saab, or by advertising or whatever.

      • If Egypt were a place that sold a lot of Saabs, I could imagine that the current tumult there would put a damper on sales. Then in this hypothetical scenario we would get the low sales numbers, some people would interpret the low numbers as Saab failing because they didn’t advertise to the “right people” or in the “right place” or at the “right time”. Or that it was a sign that their products were all wrong, when in fact the low numbers would have more to do, in this case, with the political environment than the growth strategy being utilized. Or to use Australia as an example- I’m sure sales numbers there are going to be low in the next month or two, not because Saab is doing anything wrong, but because of a massive cyclone and floods that would give Noah PTSD. My point is that even if everything that Saab did was perfect, Saabs’ sales numbers in the US would still be low because of elements out of their control. The economic conditions have been just that tough. It would have been a waste of resources to advertise much before this point. I think that given their limited resources Saab is doing the smartest thing: holding off spending much money on advertising until all of the new products, in all of their forms, are ready, and until the economy, like now, starts to show signs of permanently thawing out. The 9-4x is going to be more popular in the States than the 9-3 and 9-5 combined. The Saab ads will get interest in it, perfectly timed when it is available, and when people have money to buy it. It’s not coincidence, but rather foresight by smart business people doing their jobs and making the most out of their one shot of doing it right.

        • I agree with everything you have said.

          However. Take Ireland as an example. From the years 2000 – 2008, Saab sold about 2,000 cars every year in Ireland. In 2010, it sold ~83. In January 2011, Saab ‘sold’ 25 cars. Now, according to your argument, this is because Ireland’s economy is up the creek. Yet, in January 2011 alone, Mercedes ‘sold’ 524 cars and have a 2.5% share of the market. BMW and Audi each sold a lot more than that.

          As I live in Ireland, I know Saab Ireland has been running quite a few advertisements, especially in the Sunday papers. What I was getting at a few weeks ago is that these ads are proving to be ineffective. They looked nice, but it was easy to miss them – and even though I knew what to look out for, I often had to do a double-take to see if it was a Saab ad or not. So, as has already been said, how would others perceive these ads, if at all…?

          What I worry is that the same has happened in other countries. Given that Saab seems to now be launching a whole new campaign, with more eye-catching/thoughtful ads, they obviously agree. I bet VM doesn’t blame the respective economies for Saab’s current struggles… not when there are other makers performing well, or at least okay. Hopefully Saab will soon be among them.

    • OK, count to 10……….pfew.

      WooDz
      Let me, in a reasonable way, try to dissect the crap that you are pouring over me.
      The 2 Saabs in my drive way prove that I’m not a Saab customer, not too mention the ones I owned before.
      Saab not strong enough to compete: huh, didn’t say that.
      Not enough marketing: just said that I (as a Saab fan) didn’t see it.
      Too small portfolio: didn’t say that.
      Lower than average residual values: true, whether you like it or not.

      Do I understand correctly that only those who are willing to fork over $40k to $50k for a Saab right now can truly be called Saab fans? And that only those can comment on SU? May I suggest that you start another site like “SaabElitist”?

      I feel that I’m always trying to be very careful in my comments. If I feel that I will start repeating myself I don’t join the discussion anymore. However, I don’t stick my head were the sun doesn’t shine. If I really feel something is amiss that could have a negative impact on Saab then I think, as a long time Saab owner and SU reader, I have the right to mention it. This is the case with the advertising, I simply don’t notice it. If I, who is actively anticipating to see Saab ads, am not aware of it then how can you expect the general public to even know that Saab exists. As I responded to Swade, I think we should postpone this discussion to the end of February. By then we should have a better idea of the effectiveness of the PR campaign.

      The counting to 10 didn’t help.

  17. I miss out on so many advertisements, I must be a totally detached consumer who is nobody’s customer.

  18. Sorry for slow reply RS – been travelling a lot this last week promoting Saab…

    Anyway – the cricket is a small percentage of our budget, but it’s a good target and with world cup coming up we hope to get lots of coverage for a decent price. Plus we’ve had some fun with the creative and found lots of ways to get our message over in a way that works on the site. We are spending MUCH more in press etc. on the Zero Hero campaign promoting the 119g TTiD.

    Golf is an interesting one. Of course there’s a good fit with the large executive car segment. However, there are so many people in that arena that we would inevitable end up being a small fish in a big pond. Frankly I think the whole golf market is overpriced. If Saab buyers were predominantly “typical” golfers it might be worth it even with the drawbacks I’ve outlined, but as many on here will already know Saab owners are rarely typical at anything. I prefer the strategy of finding interesting areas a bit off the beaten track where we can have a big presence in a smaller pond.

    Thanks for the interest. I’m off to get back to the job of promoting Saab…

    • David, thanks for answering. Out of the box thinking and smart decisions is exactly what Saab needs now. I came across Zero Hero a few days ago and I liked it (I see others have found it too). We are unfortunately (quite) often concentrate -even here- more on the negatives and haven’t given the praise for clear improvements Saab GB has done in the past months. Well done.
      Cannot pass up on the opportunity to express one personal observation on sports sponsoring/advertising though. I believe it doesn’t necessarily have to be done in grand scale or with a large budget.
      The interesting thing about sports is one notices often the smallest details involving the sport of your interest and I find myself seeing the smallest ad or company name whether it’s on the uniform, around the field/arena/rink or course. It doesn’t matter how many competitors there are at the same event as long as you find ‘the brand of your choice’ associated to the sport.
      Some even small Saab ads somewhere around the British Open or Wimbledon could have a major impact in the long run in strengthening the brands image in the UK (around the world). Especially now that people will have their uncertainties at least for some time.

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