Update: 12: 27
Tim Colbeck has been the head of Saab USA since May. Before, he was, if I remember correctly, Subaru. So when he joined Saab, he was struck by the crisis with full force. Nevertheless, he does a great job. Or maybe that's why?
Yesterday, he talked about the American engine press about Saab, the model range and future Saab 2013 will come. His most important message was comparatively simple. The 9-3 successor could get a new name. Oriented on the Saab history. The result ?
The US press writes about Saab. With a slight crisis touch, but hello, we are still here and want to build great cars. So read at Motor Trend, Motor Authority, egm Car Tech, Car Scoop and other publications. The message for the customer is “Hey, 2013 is a great new Saab - with a new name”.
Great, Mr. Colbeck.
Trollhättan could learn from it. Good PR is important in times of crisis. Yesterday - Trollhättan - Management meeting with unions. What could a joint press conference in the Swedish media have done? Victor Muller and the trade unionists together in TV4 Väst with the message "We trust Victor Muller, we trust Saab, be patient, we master the crisis".
What happened ? Nothing. Muller in front of the camera? None. Instead, new bankruptcy rumors wafted through the press. Too bad. Missed the chance. Once again.
Note, a bad press is only successful if you allow this lack of own media presence. And, it does not always have to be the big, important, messages. Even small details can do a lot.
Tip to Sweden. If you call Tim Colbeck. You can learn a lot from that.
Update: Good news from Sweden? Maybe. Our Saabsunited friends report that workers at 22.08.11 are returning to work. Whether Tim is a career optimist, or whether he is right, we do not know. Would be nice.