My Own Personal Cult Brand

I recently received an e-mail from my long-time car dealership ( announcing the exciting new (old) direction for Saab, “Spyker Chief, Victor Muller, says he can spark a similar renaissance in a Swedish brand once renowned for its innovative design and technology. ‘We’re going to be completely different to how GM dealt with Saab,’ he says. ‘It used to be a cult brand and it can be again. We don’t need to go out and find new customers – we just need to win back the ones we’ve lost,’ he says. ‘Saab customers were the most loyal and educated in the industry’. The fact that they left, means they must have been disappointed.”

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