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Saab signs up JATO in build-up to 9-5 launch

Saab has signed a new contract with JATO Dynamics, ahead of the Swedish firm's launch of its important new model, the all-new 9-5.

Saab has a long-standing relationship with JATO but this is the first contract signed under the management of its new owner, Spyker.

The launch of the new 9-5 model is fundamental to the company's future financial health and viability, and JATO's intelligence is being used to help re-position the brand.

"Other than getting the fundamental engineering of a new car right, the most important factor to a model's success is to have a thorough understanding of the market and for us to have a detailed and complete comparison with competitor products, including specifications and pricing in each of the core markets", says Svante Kinell, manager, Global Business Management at Saab.

"Only then can we establish the perfect specification and pricing strategy of our own. Without the right intelligence, our marketing objectives for the launch cannot be met."

Saab is taking JATO's specification data for leading markets along with further specification reports across minor countries.

The data will allow Saab to conduct market analyses in preparation for the 9-5's launch later this year.

"What we like about JATO is that it isn't just a data supplier. JATO is an authoritative and trusted consultant in the broader sense, and its team in Sweden has provided a particularly flexible approach to how it works for us", said Kinell.

Saab's pricing strategy for the 9-5 will be of paramount importance.

With its competitor models regarded as some of the industry's most successful cars, Saab's ability to benchmark the new car in each individual is a primary focus for the company.

Under its new ownership, Saab will be working to re-emphasize its position as a premium manufacturer.

"We think that consumers will be hugely impressed with this car, and we believe that the company's DNA as a high-technology former aircraft manufacturer comes across stronger than ever in the new 9-5," said Kinell.

"JATO's contribution in getting the global specification and pricing strategy exactly right for this the new car is invaluable, and we look forward to the car's successful launch this summer."
 

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