SAAB SWOT Analysis, USP & Competitors

Posted in Automobiles, Total Reads: 2637

SWOT Analysis of SAAB with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

SAAB Automobiles

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



Passenger vehicles across segments

Target Group

Middle and upper middle class


Reliable & safe and a high performance car

SWOT Analysis


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


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


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


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



1. Toyota
2. Suzuki
3. Nissan

The table above concludes the SAAB SWOT analysis along with its marketing and brand parameters.


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