Saab is very optimistic that it will attract US customers, despite problems

Article by Christian Andrei, on July 7, 2011

Saab has struggled from cash issues and the stoppage of production at its Trollhattan, Sweden, plant, but despite that, its executives are confident that it will still be able to appeal to customers.

At Saab’s North American headquarters in suburban Detroit, Saab Cars North America President Tim Colbeck said that the carmaker is coming out with a grass-roots marketing campaign that centers on the “heart, brain and wallet.”

Colbeck added that Saab has to move away from marketing vehicles based on price. Instead, it has to concentrate on raising the enthusiasm for its vehicles.

Colbeck addd that its target is to discover ways to connect with owners on an emotional level that inspires passion. He explained that Saab will eventually have annual sales in the U.S. of 30,000 units.

Saab still has to overcome several obstacles though. Last month, Swedish Automobile NV (the parent of Saab) was compelled to find the funds to pay its workers in Sweden and as suppliers were unpaid, production had to stop for most of the summer.

Swedish Automobile said that the plant is expected to open again on Aug. 9. A 28 million euro ($40 million) deal was approved by the Swedish government to sell 50.1% of its plant to a group of Swedish real estate investors.

Further funding commitments have been secured by the company in recent weeks. Colbeck said that production has resumed for the 9-4X, a new crossover by Saab that’s being built by General Motors in Ramos Arizpe, Mexico.

Topics: saab, united states

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Volkswagen Group’s dieselgate saga continues, but it appears the German company would be able to get out of trouble, but it would not be unscathed. This development comes as Volkswagen...
by - January 22, 2017
When a car has been in the market for nearly six years, it loses some of its luster and its customers tend to go for the all-new model with a...
by - January 22, 2017
Remember Zenos Cars, a British carmaker that specializes in designing and building lightweight and high-performance sports cars? If you are wondering how the company is faring with their E10 lightweight...
by - January 21, 2017
Mercedes-Benz has revealed that in 2017, its series 124 coupé will be celebrating its 30th anniversary. While this itself is a significant event, it will also mean that this model...
by - January 21, 2017
BMW’s 550i xDrive has long been considered as one of the most successful business sedans in the world. For the brand, this may not be enough as it has officially...
by - January 20, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries