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SAAB SWOT Analysis

Published in Automobiles category by MBA Skool Team Last Updated: October 22, 2023Reading time:

Here is a detailed SWOT analysis of SAAB covering strengths, weaknesses, opportunities and threats.

SAAB Strengths

  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

Above are the strengths in the SWOT Analysis of SAAB. The strengths of SAAB looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

SAAB Weaknesses

  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

These were the weaknesses in the SAAB SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

SAAB Opportunities

  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

Above we covered the opportunities in SAAB SWOT Analysis. The opportunities for any brand can include prospects of future growth.

SAAB Threats

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

The threats in the SWOT Analysis of SAAB are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the SAAB SWOT analysis.

About SAAB

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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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