Student project saab rebranding visual development guide

+ Visual Strategy Guide

+

Visual Strategy Guide

TABLE OF CONTENTS

01 Brand Introduction

04–11

About Us

+

Time Line

02

03

New Mission

Competition

12–33

34–41

What We Do

Current Competitors

Our Shifting

Adjacent Competitors

Our Position

Future Competitors

Our Audience

+

01 Brand Introduction

About Us

06

Time Line

08

8

Chapter 01 // Brand Introduction

Visual Strategy Guide

SAAB

9

About Us

Brand Description Saab Automobile AB was a manufacturer of automobiles that was founded in Sweden in 1945 when its parent company, SAAB AB (soon to be Saab AB) (About this sound listen (help¡info)), began a project to design a small automobile.

The first production model, the Saab 92, was launched in 1949. In 1968 the parent company merged with Scania-Vabis, and ten years later the Saab 900 was launched, in time becoming Saab's best-selling model. In the mid-1980s the new Saab 9000 model also appeared.

After struggling to avoid insolvency throughout 2011, the company petitioned for bankruptcy following the failure of a Chinese consortium

/ Nature of Identity

In 1989, the automobile division of Saab-Scania was restructured into an independent company, Saab Automobile AB. The American manufacturer General Motors (GM) took 50 percent ownership with an investment of US$600 million. Two well-known models to come out of this period were the Saab 9-3 and the Saab 9-5. Then in 2000, GM exercised its option to acquire the remaining 50 percent for a further US$125 million; so turning Saab Automobile into a wholly owned GM subsidiary. In 2010 GM sold Saab Automobile AB to the Dutch automobile manufacturer Spyker Cars N.V.

to complete a purchase of the company; the purchase had been blocked by the former owner GM, which opposed the transfer of technology and production rights to a Chinese company. On 13 June 2012, it was announced that a newly formed company called National Electric Vehicle Sweden (NEVS) had bought Saab Automobile's bankrupt estate. According to "Saab United", the first NEVS Saab 9-3 drove off its pre-production line on 19 September 2013. Full production restarted on 2 December 2013, initially the same gasoline-powered 9-3 Aero sedans that were built before Saab went bankrupt, and intended to get the automaker’s supply chain reestablished as it attempted development of a new line of NEVS-Saab products.

NEVS lost its license to manufacture automobiles under the Saab name in the summer of 2014 and now plans to produce electric cars based on the 9-3 under its own brand name

10

Chapter 01 // Brand Introduction

History Timeline

1969 Saab AB merged with the Swedish commercial vehicle manufacturer Scania-Vabis AB to form Saab-Scania AB, under the Wallenberg family umbrella.

1945 An automobile design project was started with the internal name "X9248".

1955 The Saab 92 was thoroughly redesigned and re-engineered, and was renamed the "Saab 93".

1937

1968

The company had been established for the express purpose of building aircraft for the Swedish Air Forceto.

The Saab 99 was the first all-new Saab in 19 years.

1949 The company made four prototypes named "Ursaab" before designing the production model, the Saab 92.

1978 Saab entered into an agreement with Fiat to sell a rebadged Lancia Delta as the Saab 600 and jointly develop a new platform.

SAAB

Visual Strategy Guide

11

1989 2009

The Saab car division of SaabScania was restructured into an independent company

Koenigsegg announced its intention to purchase the brand from GM Following the collapse of talks with Koenigsegg, GM announced that the brand would be eliminated in 2010 if it failed to secure a buyer before the close of 2009.

2000 General Motors exercised its option to acquire the remaining Saab shares.

2018 Now, Saab expand more exploration towards people, life skills and professional major skills, and continuous technical innovations.

2011

1997 The 9-5 was the first Saab without a combi coupĂŠ body style option in 20 years.

2008

Owing to fading fortunes across its entire business, GM announced that the Saab brand was "under review"

/ Nature of Identity

On February 25, Spyker Cars N.V. announced that it had agreed to sell the sports car arm to focus on Saab. Spyker intended to change its name, in May, to include the Saab name.

SAAB

Visual Strategy Guide

13

02 New Mission

14

Our Shifting

15

Our Position

20

Our Audience

24

/ Nature of Identity

+

What We Do

14

Chapter 02 // Audience Profiles

In the past, Saab’s purpose was to develop aircraft and military products.

Currently, Saab has been expanding their technology and new markets to include automobiles.

SAAB

Visual Strategy Guide

+

/ Nature of Identity

We are now broadening our explorations to include two main focuses to transcend human limits in all directions: one is to offer career and life skills in our learning institutions. Secondly, we are developing ever expanding innovations for technical industrial products.

15

16

Chapter 02 // Audience Profiles

+ Our mission

Through innovation, our mission is to overcome barriers for people who like to push limits while maintaining confidence and stability.

Visual Strategy Guide

SAAB

17

/ Nature of Identity

18

Chapter 02 // Audience Profiles

The Brand Soul "Exceeding limits while maintaining stability through adaptation."

Keywords

Transcend: Surpassing boundaries

Safeguard: Protect your exploration

Adapt: Utilizing their strengths and apply to the new things

Visual Strategy Guide

SAAB

19

/ Nature of Identity

Visual Strategy Guide

SAAB

21

Old Saab

• Safety • Military • Technology

/ Nature of Identity

22

Chapter 02 // Audience Profiles

Future Saab

• Outdoor • Experimental • Transcend

24

Chapter 02 // Audience Profiles

Visual Strategy Guide

SAAB

25

Our Audience

To get a glimpse of who these individuals are, we compiled a list of personas. A persona is a way to model, summarize and communicate research about people who have been observed or researched in some way. Each persona represents a significant portion of people in the real world.

/ Nature of Identity

26

Chapter 02 // Audience Profiles

01

Mark Williams Male // 28 // IT engineer Mad Game Enthusiast

»» He is single. He spends most of his time at home after work. Now, he has become more active because he wants to change his lifestyle. »» Because he is a IT engineer and game enthusiast, he spends most of his time playing games. »» Mark is good at many games, but his favorite game is StarCraft which is a real-time strategy game, so it can train his thoughts. »» He don't like to eat fast-food like MacDonald's and fried foods. It is bad for his health. »» He never did exercises in his life before, but now he wants to keep fit. »» He is a patient and enthusiastic man. When families and friend have some trouble with computers, he always helps, explains and teaches them patiently. »» Mark is not good at being social with strangers, but now he is learning how to communicate with others at an adult learning institute.

Visual Strategy Guide

02

SAAB

27

David Stevenson Male // 37 // Fitness trainer Extreme Sportsman

»» He loves his work so much and works out at least 2 hours every day because he want to keep fit. »» He used to have meat every day. After he read a report about the benefit of vegetables, he becomes a vegetarian. He seeks to eat organic and healthy vegetables every day. »» He likes mountain-climbing because he enjoys the feeling of conquest and power. »» David also loves his family. He is learning how to cook and take care his son because he thinks it can enhance emotion.

»» He is a member in a extreme sport club, because he loves to challenge himself. »» He attends a few events hosted by an environment non-profit organization because he want to contain a clean environment for surfer.

/ Nature of Identity

»» He loves all extreme sports because he likes to challenge himself.

28

Chapter 02 // Audience Profiles

03

Crystal Collins Female // 40 // Marketing Fashion Mother

»» After she had her daughter, her weight increased fast in one year. Therefore, she pays attention to keep fit and healthy now. »» At the gym, she meet a group of people who love extreme sports. Therefore, she joined an extreme sports club. »» She don’t want to be a housewife, so she decides to learn fashion design and be a designer in the future. »» She has trouble using software, but feels embarrassed to ask her friends. She has decided to learn it now because it is good for her future career. »» She never buy fast-fashion brands because she thinks they are environmentally reckless and she wants to do little things for the world. »» She donates old clothes to her local thrift store because she wants to help other people and also to have no waste. »» She also is a good mother because she teaches her children to save water, not to waste food and pick trashes on the street.

Visual Strategy Guide

04

SAAB

29

Marry Darrow Female // 20 // English language major student Environmentalist

»» Because Marry is an English language major student, she participates in an event about environmental protection. She is in charge of translating. »» After the environmental protection event, she also volunteers in the non-profit organization for environmental and animal protection. »» She decided to do little things for world. She found a club about how to protect the environment. »» She volunteers to clean up the local beach each year because she feels that its something she can do to help her community.

»» She also love traveling to places where are not famous because it will give her a mysterious feeling and it will be more challenging for her. »» She will learn French after she graduates because she believes she can spread more environmental awareness to different countries if she can speak more languages.

/ Nature of Identity

»» She is also a strong believer in sustainable materials. She wants to let more people know the importance of environmental protection.

30

Chapter 02 // Audience Profiles

05

Jason Franklin Male // 60 // Retired Car man

»» Jason used to work in a car service depot. He retired last year, but he is still looking for a part time job because he enjoys the process of repairing cars. »» He is good at customizing cars, so he always customizes his car and drives to experience different roads. »» He loves road trip because he can explore more places and have a wonderful memories with friends and family. »» When he was 45 years old, he decided to learn industrial designer by himself. He thought it will help him customize cars. »» He loves to watch Super Bowl because he thinks the sport brings energy and powerful feelings for him. »» He keeps work out 4 times a week even he is 60 years old. »» He enjoys playing sports with his two grand-daughters when they visit because he believes sports are empowering for girls.

Visual Strategy Guide

06

SAAB

31

Jenny Owens Female // 47 // HR management Book Worm

»» She is full of positive energy. She gives other people a wonderful impression. »» She loves to spend time reading books because she feels she can find something new and understood more from books. »» She started to do yoga when she was pregnant with her first baby, because it is good for her health and to keep fit. She still does twice a week.

»» She always engages in non-profit events about self improvement to experience more and encourage people who surround her and enjoy learning with her. »» She has a lot of experiences about how to lead people, so she also helps the environmental protection organizations to teach people about the environmental issues. »» She loves San Francisco because are so many unique events there which she would not be able to experience anywhere else.

/ Nature of Identity

»» She likes outdoor activities, especially climbing mountains and swimming. Doing exercise can improve her temperament.

32

Chapter 02 // Audience Profiles

07

Sara Elizabeth Female // 31 // Quit job Pregnant mother?

»» She is 3 months pregnant. This is her first baby, so she wants to do the best for her child. »» She quit her job last week, because he want to learn how to take care baby. »» She »» She walks as much as she can because she knows that driving is bad for the environment and also good for baby. »» She enjoys cooking for her husband and friends because she values having meaningful conversation about world events. »» She also do yoga and exercise 3 times a week, because . »» She read books about how to do recycle in life.

Visual Strategy Guide

08

SAAB

33

Danny Scott Female // 67 // Retire Cranky patient

»» Danny's leg is broken in an accident, when she is 45 years old. »» As she grow older, she spend more time on the bed. »» She loves to watching TV show and listen video to pass time. »» She could take care of herself very well, so her children employee a caregiver to stay with her. »» Her children will came home once a week.

»» Because of his health situation, she always get mad.

/ Nature of Identity

»» When the children came home, It is the most happiness time.

34

Chapter 03 // Competitive Analysis Strategies

+

SAAB

Visual Strategy Guide

35

03 Competition

36

Adjacent Competitors

38

Future Competitors

40

/ Nature of Identity

Current Competitors

36

Chapter 03 // Competitive Analysis Strategies

Current competitors: I will introduce 10 current competitors of Saab. They are all car brands. The differences between Saab and these brands are saab represents challening and rapid innovation while the others don’t.

GMC

Ford

GMC (General Motors Truck Company) is a division of the American automobile manufacturer General Motors (GM) that primarily focuses on trucks and utility vehicles. GMC sells pickup and commercial trucks, buses, vans, military vehicles, and sport utility vehicles marketed worldwide by General Motors.

The Ford Motor Company is an American multinational automaker headquartered. The company sells automobiles and commercial vehicles under the Ford brand and most luxury cars under the Lincoln brand.

Lexus

Toyota

Lexus is the luxury vehicle division of Japanese car maker Toyota. Lexus originated from a corporate project to develop a new premium sedan, code-named F1, which began in 1983 and culminated in the launch of the Lexus LS in 1989.

Toyota Motor Corporation is a Japanese automotive manufacture headquartered in Toyota, Aichi, Japan.

Visual Strategy Guide

SAAB

Subaru

Honda

Subaru is the automobile manufacturing division of Japanese transportation conglomerate Subaru Corporation. Subaru cars are known for the use of a boxer engine layout in most vehicles

Honda Motor Company, Ltd. is a Japanese public multinational conglomerate corporation primarily known as a manufacturer of automobiles, aircraft, motorcycles, and power equipment.

37

above 1500 cc.

BMW

Volkswagen is a German automaker by the German Labour Front under Adolf Hitler and headquartered in Wolfsburg. It is the flagship marque of the Volkswagen Group, the largest automaker by worldwide sales in 2016.

BMW is a German multinational company which currently produces automobiles and motorcycles, and also produced aircraft engines until 1945.

Jeep

Chevrolet

Jeep is a brand of American automobiles that is a division of FCA US LLC (formerly Chrysler Group, LLC), a wholly owned subsidiary of Fiat Chrysler Automobiles.

Chevrolet colloquially referred to as Chevy and formally the Chevrolet Division of General Motors Company, is an American automobile division of the American manufacturer General Motors (GM).

/ Nature of Identity

Volkswagen

38

Chapter 03 // Competitive Analysis Strategies

Adjacent competitors:

I will introduce 10 adjacent competitors of Saab. It shows if customers didn't spend money in Saab, which some brands also might they spend money. The same thing with these brands is challenge yourself and have extreme experiences.

Giant

Sea-Doo

Giant Manufacturing Co. Ltd. is a Taiwanese bicycle manufacturer

Sea-Doo is a brand of personal water craft and boats manufactured

that is the world’s largest bicycle manufacturer. For serious

by Bombardier Recreational Products (BRP) since 1988. Rather than

mountain bike competitors, Giant is a preferred brand of many

using a propeller to move the craft, it uses an impeller-driven water jet.

professionals and world champions.

Yamaha

Gootickets

Yamaha Motor Company Limited is a Japanese manufacturer of

Gootickets.com is an official ticket provider for many sports events

motorcycles, marine products such as boats and outboard motors,

across the world including Formula 1, MotoGP, Motocross and Tennis.

and other motorized products.

From General Admission passes to tailor-made packages, our team commits to offering sports fans the best deals on the market.

Visual Strategy Guide

SAAB

39

Cessna

Expedia

The Cessna Aircraft Company was an American general aviation

Expedia, Inc. is an American travel company that owns and operates

aircraft manufacturing corporation headquartered in Wichita,

several international global online travel brands, primarily travel fare

Kansas. Best known for small, piston-powered aircraft, Cessna also

aggregator websites and travel metasearch engines

produced business jets.

Casio

Six Flags

Casio Computer Co., Ltd. is a Japanese multinational consumer

Six Flags, officially Six Flags Entertainment Corporation, is an

electronics and commercial electronics manufacturing company

amusement park corporation based in the United States, with

headquartered in Shibuya, Tokyo, Japan.

properties in the US, Canada, and Mexico. It is the largest amusement park company in the world, based on the number of properties owned, and is ranked sixth in terms of attendance.

/ Nature of Identity

GoPro

Blizzard Entertainment

GoPro focused on the connected sports genre, developing its line

Blizzard Entertainment, Inc. is an American video game developer

of action cameras and, later, video editing software. It also

and publisher based in Irvine, California, and is a subsidiary of the

developed a quadcopter drone, Karma, released in October 2016.

American company Activision Blizzard.

40

Chapter 03 // Competitive Analysis Strategies

Aspirational competitors:

I will introduce 10 aspirational competitors of the future of Saab.

Saab is not just offering past innovations, but they are moving into new representations of their brand that show their individuality as compared to their competitors.

24 Hour Fitness 24 Hour Fitness is the world's largest (by memberships) privately owned and operated fitness center chain, and third in number of clubs behind Gold's Gym and Fitness First of the UK.

Sony Sony Corporation is a Japanese multinational conglomerate corporation headquartered in KĹ?nan, Minato, Tokyo.Its diversified business includes consumer and professional electronics, gaming, entertainment and financial services.

Nike

Oculus

Nike, Inc. is an American multinational corporation that is engaged

Oculus VR is an American technology company founded by Palmer

in the design, development, manufacturing, and worldwide

Luckey, Brendan Iribe, Michael Antonov and Nate Mitchell. It

marketing and sales of footwear, apparel, equipment, accessories,

specializes in virtual reality hardware and software products.

and services.

Visual Strategy Guide

SAAB

41

The North Face

Dyson

The North Face, Inc. is an American outdoor product company

Dyson Ltd is a British technology company established by James

specializing in outerwear, fleece, coats, shirts, footwear, and

Dyson in 1987. It designs and manufactures household appliances

equipment such as backpacks, tents, and sleeping bags.

such as vacuum cleaners, hand dryers, bladeless fans, heaters and hair dryers.

GeoEX

Adventure Technology is a leader in ergonomic design and

A pioneer of travel to remote and challenging destinations since 1982,

functionality and delivers exceptional quality to support a lifetime

Geographic Expeditions (GeoEx) crafts wanderlust-fueled journeys to

of paddling.

the world's most astonishing places.

Humanity+

Search inside yourself

Humanity Plus (also Humanity+, Inc.) is an non-profit international

Search Inside Yourself was born at Google from one engineer’s

organization which advocates the ethical use of emerging

dream to change the world as an independent nonprofit organization.

technologies to enhance human capacities.

It began in 2007 when veteran engineer Chade-Meng Tan assem-

/ Nature of Identity

Adventure Technology

bled leading experts in mindfulness, neuroscience and emotional intelligence to develop an internal course for his fellow Googlers.

42

Chapter 03 // Competitive Analysis Strategies

Source www.shutterstock.com www.wikipedia.org www.saabgroup.com