The New Saab 9-5 - £100 million on marketing
Saab are about to start a £100 million marketing blitz for the new Saab 9-5 as it goes on sale this weekend in Sweden.
First Spyker had to get control of Saab from GM. Which after a few false starts it did. Then it had to get production up and running in Trollhatten on the 2010 / 2011 Saab 9-5. Which it has. And now comes the most important bit – flogging the cars.
With everything that went on in the first half of 2010 Saab got publicity worth tens of millions for free. But now things are returning to normal for the rescued Swede, and it has to join the rest of the world in spending money to market it’s products as the Saab 9-5 finally goes on sale this weekend in Sweden.
According to Bloomberg Saab has allocated £100 million for advertising the Saab 9-5 – and Saab’s very existence – in the second half of 2010. Which is an increase on the first six months of 2010 of exactly £100 million.
Adrian Hallmark, Saab’s executive director of sales, said the plan was to “…wait until we got close to the 9-5 launch, and then go crazy”. So Saab are planning a marketing blitz, including all the regular press and TV stuff. But this is 2010, so there will be Apps for iPhone and iPad (and Android, we hope) and Saab are planning on a real deluge of road tests being available to prospective buyers.
Saab are giving themselves every chance of succeeding with the 2010 9-5. They seem to have the marketing budget to get punters in the showroom, and the car to make sales stick.
Great to see.
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