Saab 9-4x test and Saab social branding….
Auto Magazin Winding Road has tested the new Saab 9-4x. But just writing a test was not enough. Winding Road also looked at Saab's branding, compared to Audi, BMW, Volvo and so on. It's about design, lifestyle, technology and driving fun. The assessment for our brand from Trollhättan looks like this:
|
Brand |
Social branding |
Design Branding |
Drive branding |
Technological branding |
Lifestyle Branding |
|
Saab |
Alternatives |
Scandinavian |
Fun |
Real World |
Active |
|
BMW |
aspirational |
Advanced |
Performance |
Advanced |
Active |
|
Mercedes-Benz |
One Traditional mode |
Solid / German |
Luxury |
Advanced |
Executive |
|
Volvo |
Cautious |
Scandinavian |
Luxury |
Safe |
Feminine |
|
Lexus |
Attainably Successful |
Post Modern Conservative |
Luxury |
Advanced |
Family |
|
Audi |
Alternatives |
Modern |
sporty |
Advanced |
Fashionable |
The Saab “branding” results are fine for me, but is the Volvo lifestyle really “feminine”? 🙂 Hmm.
Oh, the test of Saab 9-4x from Winding Road is worth reading.
Text: tom / saabblog.net
