Saab turns to JATO in build-up to 9-5 launch
Saab has a long-standing relationship with JATO but this is the first contract signed under the management of its new owner, Spyker. The deal is intended to help the Swedish carmaker with the re-positioning of its forthcoming all-new 9-5, which will play a vital role in the carmaker's future financial health and viability.
Svante Kinell, manager, global business management at Saab, explained the importance of the deal. 'Other than getting the fundamental engineering of a new car right, the most important factor to a model's success is to have a thorough understanding of the market and for us to have a detailed and complete comparison with competitor products, including specifications and pricing in each of the core markets. Only then can we establish the perfect specification and pricing strategy of our own. Without the right intelligence, our marketing objectives for the launch cannot be met.'
Saab is taking JATO's specification data for leading markets along with further specification reports across minor countries. This will allow Saab to conduct crucial market analyses in preparation for the 9-5's launch later this year.
Mr Kinell continued: 'We think that consumers will be hugely impressed with this car, and we believe that the company's DNA as a high-technology former aircraft manufacturer comes across stronger than ever in the new 9-5. JATO's contribution in getting the global specification and pricing strategy exactly right for this the new car is invaluable, and we look forward to the car's successful launch this summer.'