Saab Spain Shuts the Doors

Saab-95

Saab has the shiny new Saab 95 and the 93X on display outside the Hilton Hotel, Madrid. Why? Well, they are promoting them to marketers attending the ‘Forum Mundial de Marketing y Ventas’. The delegates come from all over the world. All sensible so far.

While here, we (I am one of the delegates) are listening to gurus like Philip Kotler talking about marketing 3.0 and other great things.

So what are the Saab people doing with their five demo cars? The doors are locked. No opportunity to engage with the product. A fine example of a wasted activity and poor marketing.

What did happen to Saab?

author avatar
Kevin Harrington
I’m a UK-based B2B marketing consultant, specialising in strategic advice for SME business owners. I bring extensive hands-on expertise to every client engagement. Senior leadership roles across technology, media, payments, and publishing have shaped my practical approach. Highlights include serving as Chief Marketing Officer at The Panoply plc (now TPXimpact), Chief Commercial Officer at Tungsten Network, and Global Marketing Director at BBC Worldwide. Over the years, I’ve guided numerous SMEs through transformation and value creation. Helping businesses evolve and thrive is a genuine passion. Practical marketing insights and succession planning strategies are at the heart of what I do, as I believe growing a business’s asset value should be a rewarding and positive journey for every entrepreneur.

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