I don't claim to be a marketing genius, but does Saab's "Born from jets" advertising and marketing campaign make anyone else roll their eyes?

I'm just curious as to what this really does for the company. Yes, it does emphasize their heritage, and yes, jets do have a "cool" factor that is suggestive of agility and power. Is their product representative of this marketing ploy, however? Not in my humble opinion.

I suppose I'm just curious what direction GM is taking Saab in (or Ford with Volvo, for that matter). What is the goal for Saab? Is it such a bad thing for niche brands to exist? I thought Saab (and Volvo) was doing a fine job producing safe, quirky (emotional), comfortable vehicles; they catered to an intellectual crowd that appreciated the character of the product. Same thing could be said about Volvo. No, they didn't sell in huge numbers, but that was a large part of their appeal.

The push for making these brands a part of the mainstream automotive market is just troubling, to me. What made these brands great was their character and individuality. Instead, the push to make these brands part of the mainstream dilutes the core product offering. Saabs and Volvos were sensible, safe, but emotional purchases. Now that they don't even have this going for them, what's the point?

The consumer is showing this, too--now that these products are devoid of all character, it would be a smarter decision to head on down to the Honda or Toyota dealer and get an Accord or Camry.

In my opinion, success will not be found in moving these brands to the mainstream; instead, these brands will lose everything they had working for them.

 

While I see your point they really have no other choice.

For the most part they aren't making any money on their other product offerings so they are taking a brand that already has a good name and attempting to maximize profit by cashing in on it.

One of two things is going to happen. Saab is going to be profitable and the increase in production numbers is going to magnify this trend; Or they are going to over invest in the marketing/production vehicles only to have a mediocre public reception and fall on their faces yet again. It will be interesting to see what happens in the next few years.

(I'm predicting massive cuts in models offered by GM/Chrysler

 

I don't see where they are trying to get Saab into the main-stream. They have to do some advertising. Theirs is very limited, compared to the major car companies. Volvo does more advertising, but Saab is probably the least advertised of any (non-exotic) car company. They probably have more repeat buyers than first-time buyers.

 

Yeah...the "born from jets" campaign suuuucckks. I've thought that was lame from day one. Roommate has a 2005 9-3. He beats the sh*t out of it and hasn't had any mechanical problems...it's just the little things - like electronics, emblems, rattles, panals that have broke or fallen off. Personally I would never buy one because they have one of the worst ratings for reliability. Not to mention the new 9-5 is God awful.

 

Exactly. This is not a bad thing, for I'm sure they had excellent owner loyalty. But now what do they do considering they have lost that?

 

Yeah, the "Born from jets" thing is cheesy. Real cheesy. BMW was born from planes, but they don't have to announce that because they build very sought after and solid automobiles that have nothing to do with their history in the airplane industry. Saab is attempting to cash in on their jet heritage because they are not selling any cars. But, NEWSFLASH, no real 'Saab guy' is going to buy a GM designed to be a Saab.

Saabs were hot back in the day because of their unique (love it or hate it) body style. It was pure Saab. Now, as you generally stated, it's just another car. That is not what Saab was about, or is about for people who used to like Saabs. Until GM recognizes that they will still be loosing money on a brand that will eventually crash and burn like the jets they were born from.

 

Agree, the campaign isn't working. It's sorta like putting lipstick on pigs, their products just don't sell. For most brands, I can look at their lineup and pick out at least one car that I would seriously consider. For Saab, I can't find one. And the fact that their a niche brand with only a few models speaks volume.

 

I also have to agree that it is lame and annoying.

 

saab has nothing to offer so they need to do anything they can. IMHO I think they are essentially a late model turbocharged ford taurus.

 

What he said.

 

depending on GM's sales over the never 2-3 years is if GM keeps them or sells them. I could see GM unloading Saab pretty quick. When i think GM i think Chevy, Caddy and Pontiac not Saab and i think most people are the same way.