Via Polk, via Autoblog:
I’m sure this tells us a myriad of valuable information but having looked it over just once, I’m not sure what that information is. Given the criteria, it must be a pretty small sample size so I’m not sure it tells us that much, to be honest.
The Polk Disposal Loyalty Methodology tracks owners selling vehicles within six months of buying a new one.
Update: More information from Polk’s website:
This methodology measures actual vehicle replacement within household garages. The basic premise is that every time a new vehicle is added to a household garage, Polk looks for the disposal of an existing vehicle in the garage occurring within six months of the new vehicle acquisition.
That’s a bit clearer. I think it’s still going to be a reasonably small sample, but be that as it may…….
Saab tried to position themselves as ‘entry-level premium’ and it seems 34.4% of people agreed, moving either upwards or sideways in terms of brand perception after selling their Saab. The majority of people, however, moved ‘down’ from there, into one of Honda, Volkswagen, Chevrolet (shame!), Ford, Subaru, Nissan or Buick and I think that’s the bigger story here.
Note: 20.6% of their sample isn’t actually represented here. Presumably they moved to other brands in numbers too small to add to the graph and still have it make visual sense.
Saab didn’t do enough to justify their vehicles as actually belonging in the segment they aimed for. The driving dynamics weren’t up to it and the interiors most definitely weren’t up to it. The errors made, and the stubborn determination of certain people to stick to a certain pricing strategy in the post-GM era are writ large in this graph, even with the small sample size.
Have you moved on to another brand? If so, which one?
For what it’s worth, I now have an Alfa Romeo and a Subaru at home. I didn’t buy a new Saab in that time, however, so apparently my movements or thoughts don’t count.