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Sunday, September 21, 2014

Auto Involvement Index 2014

It's a known fact, that Saab used to have the most loyal fan base in the world. After the rollercoaster rides in the last years one would expect that the Saab brand loyalty disappears completely or at least falls down the ranking charts.

The german Saab fan blog has an interesting article about the recent trends. It writes about this years results of the research of the The University of Bochum, which measures the so called Auto involvement index every year. The main data source ofr this research is the german site Motor Talk.

This year Saab ended on Nr.6.

The bad news about it is, that until 2009 it was a sovereign leader. In 2010 Audi took over the lead until this year's win of Volvo. This time Saab has fallen out of the top 5 for the first time.

The good news is, that if you take into account three owner changes, bankruptcy, reorganisation,  nearly no production and all the bad things happened, this is an excellent result. Also one has to consider, that this is a predominantly german research and germans love their car brands a lot.

In case there will be a next Saab incarnation after the recent NEVS episode, the key question will be, if the new owner(s) can make use of this fact.


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