To promote the new 9-3, Saab Cars USA Inc. will spend more than half of its 2002 marketing budget on its first comprehensive marketing campaign.
This year, the company will spend at least $70 million on marketing, including more than $35 million on the 2003 model 9-3 campaign. In 2001, Saab spent an estimated $28 million on measured media.
The sedan is the first of four new Saabs planned for the next five years in the Swedish automaker's quest to sell 70,000 units in the United States by 2005.
Previously, Saab has used media sparingly to promote its brand in the United States. But the 9-3 campaign will include the Internet, TV, print and direct mail."We're looking to grow (9-3 sales) substantially," said Colin Price, Saab's interactive marketing manager.
Last year, Saab's two models, the 9-5 and 9-3, evenly split total sales of 37,557. This year, Saab wants to boost 9-3 sales 60 percent, while expecting 9-5 sales to be about the same as last year.