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Saab plans ad review

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Rick Kranz
Automotive News
January 17, 2011 - 12:01 am ET
DETROIT -- As Saab's U.S. sales continue to slip, it's changing its marketing operations.

Saab has confirmed it will conduct an ad agency review in spring.

The review follows the resignation of Mike Colleran as Saab Cars North America's COO on Jan. 7. Former Volkswagen executive Matthias Seidl was named interim COO.

McCann Erickson has had the Saab account in North America since 2007. Saab Automobile replaced its European ad agency last year.

"You will see an agency review taking place this spring," Knut Simonsson, head of global marketing for Saab Automobile, said at the Detroit auto show.

Saab has struggled since it was purchased by Spyker Cars NV from General Motors Co. in February 2010. Early last year Saab predicted it would sell 10,000 vehicles in the United States. But 2010 U.S. sales were just 5,445. Under GM, Saab sold 8,680 vehicles in the United States in 2009.

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