Saab - as a Brand and as a car..?

Hi all,

I am close to agreeing to working with a Saab main dealer to find them more buyers.

Saab and the dealership are both puzzled by the lack of sales, so i thought I would ask you all: What do you think of Saab?

The cars seems of a good standard, good deals are available and the engines are powerful but fairly economical and 'green'.

When considering a BMW or Audi, would you also consider a Saab..if not, why?

Let me know..

Andy

Hmmm, I am a Volvo man - but rest of family are keen on BMW, Audi

Saab would probably only get a passing consideration, but I can't quite think of a single reason...

- perceived relaibility

- its just a Vauxhall (and I don't like Vauxhall rather than brand snobbery - i.e. if I was looking VW, I would probably compare Seat, Skoda etc..)

- lack of dealership

- how long will the brand be around (I thought they had closed down last year)

- Perceived issue on economy (but you are saying that is OK)

So, its a whole bunch of pre-conceptions that have to be broken down with me

I would agree with all that graham has said and also add that (in my opinion at least) the depreciation of Saab cars is a huge factor, they just don't seem to hold their value well against their German rivals.

My info may be out of date, but I used to go to a lot of car auctions a few years ago and I was stunned at how little these cars were going for when compared to similar spec, age and mileage of the equivilant BMW / Audi etc. I know that Auction prices only show trade values, but that does pass on to customers at the other end.

That alone would put me off buying a new / nearly new Saab

The last time I looked at a SAAB, was when my dad looked at buying a second hand one because it had seats in the boot for the kids, must have been about 45 years ago.

Are SAAB still connected to Scania? a truck I've always hated driving!

I like the Saab, I have never owned one, and dont even see many as part of my day job, i would consider them an upmarket car,and of course they are a bit different!  where mondeos and vectras used to be the repmobile in the services its now the 5 series!

As an ex-motor trade person (12 years in a variety of franchises, including VWG), and a current Saab driver, I find this one a puzzler, to be honest. Saabs have moved on so far from their old 'behind the times' image - the vehicles are well made, stylish, reliable, well priced and well appointed.

A family friend runs a Saab dealership and has certainly struggled over recent years, having had to move to smaller premises. Truthfully, I think a lot of it is down to the fact that Saab haven't actually done much to dispel the public's perception of 'old Saab' in their advertising. If the cars are good, why aren't they selling more? Take a look at what VWG have done with Skoda; a strategic and long-term marketing plan, moving Skoda from unwanted Eurotat to lucrative player in the budget family car market . They employ absolute geniuses to advise them and position them in the market, and in the case of Skoda, took it step by step, spent a LOT of money and brought the public around to first warm to, and then love, the brand.

Saab, in my humble opinion, really need to do a lot more on their brand positioning before the general public will start to take them to heart.

To answer your question - Audi, BMW or Saab - well, I've owned all of them. Audi and BMW have very strong market positioning and aim themselves firmly at different demographic sectors; if you like, BMW are positioned as the ultimate luxury aspirational driver's car, and the prices and spec reflect this. Audi have gone for a more 'middle-class' and understated viewpoint on the same demographic, luring those who are disenchanted with the negative connotations to BMW and speaking to those who want sports style luxury in a less 'obvious' manner. Saab don't compete in either of these markets, at least, not in their advertising, and so until they do - and take it strongly by the horns - they won't be seen as direct competitors to either of these brands.

Real question - What are the emissions like? As years ago, it seemed that every rep in the country (me included) drove an Audi A4, when it came into effect that we were going to be taxed beyond belief due to the emissions, I changed to BMW as theirs were a lot lower. Don't know what they're like on the Saab, but this could be a reason as to why company car drivers don't pick them. I know that BMW are screaming from the rooftops about their efficient dynamics, and Audi are catching up, but I never hear anything like this from Saab when it comes to changing my car??? 

Actually, Belinda's point is one of the reasons that I drive a Saab. Good value (I buy used), fast and comfortable but without any unfortunate 'German car driver'  image. It's also very strong. Another driver wrote his Ford Focus ST off when he hit my Saab and I still drove home.

Their future is still under question and I feel that any major repositioning of the brand is down to the importer, not the dealer.

Customers don't feel antagonised by it and see it as an 'interesting' choice. Bit like Citroen.

I wouldn't have considered one until I read your post... because I didn't know they were still around. Like Graham I heard they had gone bust last year, but I hadn't heard they had been bought out, or by whom.

so, lack of information/awareness is the biggest problem I would say. I don't know what the current models even look like! The Saab convertable has long been on my "lust list"! So they still make it??

(PS Saab and Scania parted company many many years ago... as did the car and aircraft division)

The Saab Viggen advert was a classic!!

Exctly.. but how many years ago now??

Apparently c1985 !!!!

I am a (proud) owner of a convertible.

Happy to chat if it helps...

Thanks all,

Clearly going bust does not help them, but they are up and running again with plenty of stock and production restarts next week , I believe. It seems that once you own a Saab, you tend to stick to the brand..

Over to Chris to tell us why he chose a Saab...

Looks great (the Saab that is), lots of room, lots of vroom...

A bit of a wolf in sheep's clothing.