Currently many Saab partners receive mail. And then they blow again in the wind, the Saab flags. In addition to the flags, there are rollups, mirror pendants and much more, all printed with the Saab logo. Equipment for the customer area, flags for the company premises, trailer for oil change and inspection. Saab shows flag and presence.
Behind the action is - of course - Orio in Eschborn, I think that's good ! And I suspect, many other readers as well. For nothing is more unfortunate than to hand over the Saab for inspection, where it is in line with a number of other makes. Where perhaps another brand flag blowing in the wind, and the Saab logo was removed years ago. Yes, these workshops can also perform well. But sometimes it's also about the soft factors and the heart.
To create a kind of feel-good atmosphere, to take care of yourself and feel at home. The good feeling only arises when Saab plays the first violin. This has become increasingly rare in recent years. I am pleased when after the inspection a small greeting hangs on the mirror, which assures me that Saab mechanics were at work. I think it's great to drive to the farm with a dealer when the Saab flags are blowing in the wind. Or a Saab rollup is set up next to the service acceptance.
That's Saab sentimentality, of course. Marketing people would define it as a small part of the brand experience. But the Saab community is small. And minorities are particularly sensitive to some things. That Orio has taken the initiative now and floods the Saab partners in Germany, Austria and Switzerland with flags and accessories, is great.
With the action one seems to have hit the nerve, because the demand of the customers was enormous. Saab is a fixture in daily business and a reliable source of income for many businesses. Still. And there is no end in sight.
Of course, it is no exploit if Orio supplies its dealers with flags and accessories. Incidentally, at very reasonable prices, and made in Germany. The action is rather a strong proof of professionalism. Orio is Saab. And while the company is today active in many brands, Saab is still its core competency.
The strengthening of the public appearance gives a good idea. A long-term plan, a commitment to the brand and workshops. And for us the reassuring feeling that professionals are at work here. They will supply us with Saab original spare parts also in many years.