A few days ago I wrote a piece here on the site called Competition and Opportunity. In summary, there had been some discussion post-San Diego that Saab were setting some sights on Camry and Accord drivers, pointing out that you could get into a 9-3 for around the same price as a top deck white-goods-on-wheels from Atoyot or Honda.
Saab USA wrote to remind that these buyers are seen as an opportunity for Saab, but Honda and Toyota are not seen as core competitors for Saab. This begged the question “Well who are Saab’s competitors?” and yes, this question was asked via email quite directly.
I received a response from Saab and I think we can call it definitive.
The answer: Audi, BMW, Mercedes and Volvo.
Personally, I’m going to call it a step in the right direction. Much like admitting you’re an addict is the first step to overcoming addiction, acknowledging your target is the first step to getting there.