if you were ‘doing a Lexus’ – creating a luxury/premium arm from nothing – you would most likely commission a study into what that new brand should represent, what its typical clientele would look like, where it should be positioned, etc. After spending those millions of dollars, you would end up with a document that more or less would describe Saab.
This company has an intrinsic value that’s boosted even further by our new products, our modern plant and our excellent technical capabilities. When you’ve got all of those things, you’ve got something you can build on, something that will be of interest.
Are the workers also delusional? SAAB has never been premium, it has never been luxurious, it has never been "it".
Stop living a dream, wake up and smell the coffee.
Unless someone starts unloadning trucks of cash in Saab they will never go anywhere, they will just again, drag out their own death.
It won´t and never will be "ok" again, the market is way to tough.
Assuming i´m not an enthusiast of the brand, why should i buy a Saab?
.....
there really is no reason more then "i like the design".
The truth will come out...