This is one of the questions I get back to every time I read a new article discussing the take-over. I think the new Saab Spyker brand name just sits so well on the tongue... 'Saab Spyker' - it sounds different, it sounds bold and it sounds fast!
Will the Saab Spyker cars deliver against those criteria? I don't know... only time will tell. But if they are clever and play their cards right they might have something very powerful there... Think about Apple, think about Orange, think about Innocent or any other truly different brand name that you've come up against that sits really well on the tongue... If those names represent the embodiment of differentiated, challenging, niche positionings that appeal to a specific (and perhaps fairly affluent) target group they stand a fairly good chance of doing well. However, I'm also very aware that I say this purely from a brand perspective. I'm surely not an engineer, and I'm surely not a financier either...
So good luck Saab Spyker! Whilst sorting out your financing and engineering, don't forget your most powerful asset - the brand Saab Spyker. If you play your cards right, the Saab Spyker brand will last and flourish. Who knows, I might just crave the latest edition Saab Spyker one day just like I'm currently craving the Apple Iphone...
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