Brand character is one of those intangibles that can make or break an automobile. It's what comes to mind when you think of the brand.
Ever since General Motors has had control of Saab it has focused on not ruining the Swedish automaker's brand character. But what is Saab's brand character? If you have any opinion at all, you would probably say "quirky."
That's been part of the problem for Saab as more and more brands have moved into the near-luxury segment. Saab hasn't built sales, so product development costs are too high.
Saab is cutting costs in Sweden but GM is considering more drastic steps that could even include building Saabs in America.
If you want to preserve Saab's quirkiness, you first have to save Saab.