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New global path to Saab customers
Saab is embarking on a new customer strategy with the opening of the pilot Saab City Centre in Berlin – the first of 100 exclusive Saab City Centres planned for key international cities throughout the world.
The Saab City Centre forms part of Saab’s new marketing strategy called “Saab Unlimited,” which heralds a fresh and more targeted approach to customers in the key areas of Sales, Marketing, Aftersales and franchise representation.
“Saab Unlimited” will facilitate the brand’s shift from ‘mass’ to ‘niche’ marketing and sharpen the positive perception of Saab as a producer of modern, premium, safe and high-quality European luxury vehicles. It will also allow for more direct communication with current and potential buyers.
In addition to Saab City Centres – which are modern and distinctively designed retail environments showcasing a limited number of high-level Saab vehicles – Saab will also introduce and run its own Saab Brand Centres.
The aim of Saab Brand Centres – to be located at prestigious addresses in large metro areas – is to promote awareness of Saab culture, brand values and brand philosophy.
The City and Brand Centres will be established in thriving locations where it is easier for Saab to communicate and interact with current and potential owners.
"We must be present at the places where people spend the bulk of their time, the places where they work, meet their friends and do their shopping," says Mr. Mikael Eliasson, Saab Automobile's global Vice President Sales and Marketing.
In addition to stationary Brand Centres, mobile variants of the same theme will also be deployed. By their very nature, Mobile Brand Centres will address potential customers more directly. For example, they will be deployed at airports, shopping centres, fairs, exhibitions and at conventions – in other words, places where potential Saab customers can conveniently learn about the brand.
The pilot Saab City Centre in Berlin brings the Saab brand philosophy in sharp focus through unconventional spacial design and multi-faceted activities. It has the latest cars from the model range on show and for sale, which can be thoroughly appraised at modern web terminals as well as test driven.
Saab's objective over the next few years is to set up a total of 100 City Centres in Central Europe, the US and Australia.
A further integral part of “Saab Unlimited” is the structure and operation of Saab dealerships as “unlimited” and “certified” Saab partners with the appropriate levels of customer service complemented by a suite of packages from Saab in the key fields of Sales, Marketing and Aftersales.
The implementation of “Saab Unlimited” provides the foundation for the new, direct approach to Saab customers and prospects.
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