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Published byLuke McCarthy Modified over 9 years ago
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Saab Jan Åke Jonsson, Managing Director Saab Automobile AB
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Saab’s role within the GM brand portfolio Upper Conservative Segment Progressive Modern Mainstream Postmodern Segment Traditional Mainstream Socio - Critical Segment Counter Culture Underprivileged Segment Traditional Blue Collar Segment Upper Class Upper Middle Class Middle Middle Class Lower Middle Class Lower Class SIGMA 2004 Social Status "To preserve" Subjectivism " I - am – me" TraditionalModernPostmodern Status, Property, Self-indulgence "To have, to consume and to indulge" Value Orientations Social Climber Segment Upper Liberal Segment Conventional Modern Mainstream SIGMA Milieus ® in Europe 2004
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The Saab Brand Our Roots Innovative Aircraft Heritage Scandinavian Origin
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The Saab Customer Globally consistent customer profile Premium – highly educated, high income, professionals Modern individualists Active people, high interest in sports and adventures High interest in protecting the environment
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Independent Thinking Innovative Aircraft heritage Scandinavian origin Historical DNA 2. Sporty, Driver Focus 1. Progressive design 3. Responsible Performance Uncompromised Product Enablers The Saab Brand – Product Vision
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Saab BioPower. Fuelled by nature.
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Why is BioPower relevant to Saab? High customer relevance – Saab customers appreciate performance, but are keen to be able to consume it in a responsible manner Innovation – a tradition of challenging conventional thinking. Saab turbo heritage – high performance and good efficiency. BioPower utilizes the same recipe Scandinavian brand – high social responsibility and care for the environment
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Sporty with Driver in Focus Built around the driver with intuitive cockpit interior Chassis tuned for involved sporty driving Clear and precise feedback to the driver Powerful and sporty sound
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Responsible Performance Performance cars Focus on Turbo Lower displacement engines Reduced impact on the environment – BioPower foundation Real-life safety
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Saab Brand Center Strong, uniqe and consistent Saab brand A cross functional team of 120 people Securing the long-term success and strength of the Saab brand and products Leveraging the expertise ans support from GM
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