Saab executives said they're optimistic the struggling brand will be able to attract customers despite production stoppages at the company's Trollhattan, Sweden, plant and cash flow problems.
The Swedish automaker aims to target consumers and instill confidence with a grass-roots marketing campaign that focuses on the "heart, brain and wallet," Saab Cars North America President Tim Colbeck told reporters at Saab's North American headquarters in suburban Detroit Thursday.
Colbeck said the company must move away from selling vehicles based on price and focus more on making customers enthusiastic about driving Saab's vehicles.
"Our goal is to find ways to connect with our owners and connect on that emotional level so we instill this passion," Colbeck said. He said eventually Saab aims to sell 30,000 vehicles annually in the United States.
Hurdles remain, though, as Swedish Automobile NV, Saab's parent company, had to scramble last month for funds to pay staff in Sweden, and production at the Trollhattan plant has been stopped most of the summer because suppliers were unpaid.