A canceled IAA is not a broken leg. The trade fair appearance is expensive and gobbles up money, which Saab is currently not available. Saab currently has other priorities, Saab is poor, so to speak. Thats the one thing. But how was the “poor but sexy” thing?
That's the point. Saab is (currently) poor - but sexy. Which means that Saab has attractive new models in the pipeline. Would there be the Saab 9-5 sports suit that customers are eagerly waiting for. Or the new Saab SUV, the Saab 9-4x, which was due to come to Germany in September. You can cancel a trade fair appearance. But the international fans and prospects who come to Frankfurt shouldn't be left out in the cold.
How about showing the 9-5 sports car and the 9-4x in the parking lot in front of the IAA or even better in the Saab center of Frankfurt? Even Hirsch would certainly like to bring the exhibition vehicle of the IAA to Frankfurt. Customers could watch Saab without the usual stress of the fair, have a Saab conversation, drive home and then patiently wait for production. With the knowledge that it pays to be patient for a long time, because the new Saab are just great.
The customers are not blind, they know the current situation quite well. With a small presence, Saab could reap much sympathy. We are small, we are poor, but we are there.
I like the idea that over 70.000 readers a month, Saabblog.net could definitely redirect customers and fans to the Saab Center. Because the Frankfurt Saab center belongs to the Swedes, the IAA show would be a home game, so to speak. And a city full of car fans is always a chance.
I wrote a mail to Saab Germany boss shoemaker today. Let's see if the proposal like it.