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Saab must 'earn' right to compete

Date: 29 June 2010

Saab must "earn the right to play successfully in the fleet market", according to the brand's corporate boss Paul Adler.

He said businesses are reassured by Saab's modest sales ambitions and that the brand is already seeing improved RVs. He also added that the company previously had too much short-cycle business; this will now only account for between 10-20% of volume.

Since Adler, who was previously Vauxhall fleet marketing manager, joined Saab, he has been busy visiting leasing companies. "Some of them were not quoting Saab - they now are," he said.

"There is a lack of confidence of Saabs in the marketplace," he added, but said the 9-5's simple line-up will help stabilise residual values while a marketing campaign and incoming new products will raise awareness of the brand.