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Saab customers will enter heritage zone

Visitors to Saab Unlimited showrooms will be met by hosts who will make them aware of the carmaker's heritage. Sales staff will be introduced by the host, a policy already adopted by Toyota. Dealers will become Unlimited Partners with a new showroom approach, employing hosts to lead customers through a series of zones emphasising Saab's history, philosophy, technical expertise and model offerings. Saab has been stung by disappointing public surveys into brand awareness which place it well behind German rivals. Now GM wants to promote Saab as its premier European brand and produce one new model a year for the next five years. These will include a two-seater and a sports-utility vehicle. Under Saab Unlimited, the Swedish carmaker will establish brand centres and city centre sites in prominent locations. Gary Axon, Saab Great Britain product strategy and communication manager, said: “Brand awareness is one of the key challenges. When asked which premier automotive brands came most readily to mind, 60% quoted BMW but only 30% put Saab on their list. “We have forthcoming new models but we are simply not as front-of-mind with our audience as we would like to be. “Customers will pass through five zones creating an experience to understand the essence of our brand. They can peruse the entire Saab range simply and in comfort.”

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