We're hosting a live conversation with 40 Under 40 honorees
this Thursday at 3pm ET. Click here to learn more.

Saab names marketing vp

After lacking a marketing chief since December, Saab Cars USA Inc. finally has filled the position.

Hans Krondahl will join Saab in October as vice president of marketing. He will replace John Orth, who left as vice president of sales and marketing to return to parent General Motors. Richard O’Kelley stepped in as vice president of sales for Saab in December.

Krondahl, 46, is president of Semcon Sweden AB, a consulting firm in Gothenburg. Before that, he was vice president of global marketing for Volvo Cars. He also has worked at advertising agencies.

“The reason we hired him is for his experience in the auto industry, especially in our segment,” said Saab spokesman Eric Geers. “Also, he understands Swedish culture and will make a good liaison. Plus, now with a big, global agency, we really needed a person who understands the agency business.”

In February, Saab hired Lowe Brindfors, the Stockholm, Sweden, agency affiliated with Lowe Lintas & Partners Worldwide.

The automaker will get “an extensive increase” in its marketing budget once Krondahl is on board, Geers said. The annual budget is $50 million.

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.