Innovative niche brand
From aircraft manufacturer to innovative carmaker
From aircraft manufacturer to innovative carmakerSaab (Svenska Aeroplan Aktiebolaget) was founded as an aircraft manufacturer in 1937 before the outbreak of the Second World War. Car production was added in 1946, benefiting from the proud image of the parent company. This relationship was also unmistakably expressed on the outside of the first series-produced car: a veritable robust safety capsule was concealed beneath the sheet metal of the streamlined, chunky Saab 92, which resembled the profile of an airplane wing. Although such safety thinking and the extremely low drag values determined the philosophy and independent design of all subsequent models, it was only the Saab 96 that succeeded in becoming a bestseller. In its 20 years of production up to 1980, it rolled off the production line and into the garages of its buyers around 550000 times. The sales figures for subsequent Saab models hardly caused the industry competitors any stomach ache either. In contrast, thanks to advances in aviation, the carmakers from Trollhättan succeeded in repeatedly astonishing the competition and critics with pioneering innovations in terms of engines, safety, environment and comfort. 1984 saw the launch of the Saab 9000 - the result of a collaboration with Fiat - the brand implemented the positioning plans forged in the 1970s for the first time and entered the premium car segment. Communication was based on the clearly recognizable brand identity. However, the other areas of the parent company, which had grown into a technology group, overshadowed the efforts of the automobile brand of the same name.
In order to survive alongside the Swedish competitor Volvo, the company's strategists had to strike a liberating blow. In 1990, the restructured Saab Automobile AG separated from its parent company and was integrated into General Motors (GM), the world's largest car manufacturer in terms of sales, as an independent brand due to the new ownership structure. Ironically, unlike the original American brands such as the recently discontinued Oldsmobile or Cadillac and Pontiac, which are under severe pressure to succeed, the Swede seems to be increasingly successful in securing its niche. Brand loyalty is also above average and is extended by customer loyalty measures that begin at an early stage.
Repetition over a certain period of time means that people become accustomed to the statements, especially as there is no reason to actively engage with them, such as when buying a car, a high-involvement decision. In such situations, advertising plays an even smaller role and often only causes the brand to be included in the rankings at all. So the marketing managers at Saab seem to be guided by the insight of specialists such as Sutherland and Sylvester: Advertising can persuade consumers to try something new, but the product has to pass the test. The Swede experienced a new upswing in 1997 with the 9 model line, which caused the sales curve to rise again.
The modest model range and the brand positioning mean that Saab hardly does any promotional advertising, but almost exclusively image advertising. In Switzerland, where the niche brand has a market share of just under one percent, growth is to be generated in a narrower niche with more dialog marketing.
Luca Aloisi
In order to survive alongside the Swedish competitor Volvo, the company's strategists had to strike a liberating blow. In 1990, the restructured Saab Automobile AG separated from its parent company and was integrated into General Motors (GM), the world's largest car manufacturer in terms of sales, as an independent brand due to the new ownership structure. Ironically, unlike the original American brands such as the recently discontinued Oldsmobile or Cadillac and Pontiac, which are under severe pressure to succeed, the Swede seems to be increasingly successful in securing its niche. Brand loyalty is also above average and is extended by customer loyalty measures that begin at an early stage.
Repetition over a certain period of time means that people become accustomed to the statements, especially as there is no reason to actively engage with them, such as when buying a car, a high-involvement decision. In such situations, advertising plays an even smaller role and often only causes the brand to be included in the rankings at all. So the marketing managers at Saab seem to be guided by the insight of specialists such as Sutherland and Sylvester: Advertising can persuade consumers to try something new, but the product has to pass the test. The Swede experienced a new upswing in 1997 with the 9 model line, which caused the sales curve to rise again.
The modest model range and the brand positioning mean that Saab hardly does any promotional advertising, but almost exclusively image advertising. In Switzerland, where the niche brand has a market share of just under one percent, growth is to be generated in a narrower niche with more dialog marketing.
Luca Aloisi
