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Saab Jan Åke Jonsson, Managing Director Saab Automobile AB.

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Presentation on theme: "Saab Jan Åke Jonsson, Managing Director Saab Automobile AB."— Presentation transcript:

1 Saab Jan Åke Jonsson, Managing Director Saab Automobile AB

2 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

3 The Saab Brand Our Roots  Innovative  Aircraft Heritage  Scandinavian Origin

4 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

5 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

6 Saab BioPower. Fuelled by nature.

7 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

8 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

9 Responsible Performance  Performance cars  Focus on Turbo  Lower displacement engines  Reduced impact on the environment – BioPower foundation  Real-life safety

10 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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