Saab's return heralded by marketing - not dealers

Share this article:

Bloomberg reports today that the new owners of Saab (you'll recall that General Motors sold the brand in its 2009 recession-forced diet that included the shedding of several brands) will implement a "marketing blitz" to introduce the new Saab 9-5 that begins rolling out in Europe this weekend. US dealers will start selling the car later this summer. Reports BusinessWeek.com:

“There's a huge wave of media and communication” that will start in Sweden when the 9-5 goes on sale June 19, Adrian Hallmark, executive director of sales, said in a phone interview. Saab will spend more than $150 million on marketing in the second half of 2010 after spending “nothing” on promotions since the sale by GM, he said.

The company, Spyker Cars NV, also said it would drastically reduce the number of its dealers in order to control costs in areas like shipping. The media plan includes "hundreds of tests drives," advertising and applications on the iPad and iPhone the report said.

A YouTube video the company released when the car was introduced last year at auto shows:

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.

Featured Listings

ASL Marketing

ASL Marketing

As the leading source for direct marketing youth data, ASL Marketing connects your ...