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.