SAAB SWOT Analysis, Competitors & USP

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

SAAB SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of SAAB, 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 make strategic improvements. SAAB is one of the leading brands in the automobiles sector.

The article below lists the SAAB SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the SAAB SWOT Analysis:

SWOT Analysis of SAAB

For SAAB, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

SAAB Strengths

The strengths of SAAB looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of SAAB:

1. Toyota
2. Suzuki
3. Nissan

Hence this concludes the SAAB SWOT analysis.

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About SAAB

SAAB Overview
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 Market

Middle and upper middle class


Reliable & safe and a high performance car

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.

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