SAAB SWOT Analysis, Competitors, STP & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of SAAB analyses the brand/company with its strengths, weaknesses, opportunities & threats. In SAAB SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like SAAB to benchmark its business & performance as compared to the competitors and industry. SAAB is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top SAAB competitors and includes SAAB target market, segmentation, positioning & Unique Selling Proposition (USP).

SAAB SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
SAAB Brand Analysis
Parent Company

National Electric Vehicle, Sweden


Passenger cars



Tagline/ Slogan

Move your mind; Beyond the conventional; The Command Performance Car; the Well-Built Swede; Obsession is contagious


Saab is the exclusive automobile Royal Warrant holder as appointed by the King of Sweden

SAAB Segmentation

Passenger vehicles across segments

SAAB Target Market

Middle and upper middle class

SAAB Positioning

Reliable & safe and a high performance car

SAAB SWOT Analysis
SAAB Strengths

Below are the Strengths in the SWOT Analysis of SAAB:

1. Founded in 1947,over 3000 employees, over 30,000 units produced yearly
2. Saab is exclusive automobile warrant holder appointed by the King of Sweden
3. It has many innovations to its name like first GT car with seatbelts, diagonal splitting of the brake system
4. They have high priority for safety in design which always is seen positively by consumers

SAAB Weaknesses

Here are the weaknesses in the SAAB SWOT Analysis:

1.Currently not profitable and bankruptcy has hurt the brand image
2.Had a lot of owners changing hands in the recent past
3.Lack of long term leadership

SAAB Opportunities

Following are the Opportunities in SAAB SWOT Analysis:

1.New leadership may be able to turn around the company
2.They can target the emerging markets with their products as they will be able to command premium
3. Electric vehicles can be developed in which the parent can play a major role

SAAB Threats

The threats in the SWOT Analysis of SAAB are as mentioned:

1. The global macro-economic scenario
2. Lack of electric/hybrid vehicles in their offering
3. Aggressive growth plans by the Korean & Japanese counterparts

SAAB Competition

Below are the top 3 SAAB competitors:

1. Toyota
2. Suzuki
3. Nissan

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to SAAB. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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