Does Saab give any special consideration to the needs of women when it designs cars?
If you look into the Swedish culture, you’ll see equality at the heart of the culture. It’s a principle that means “balance in all things.” You see that excellent balance in our vehicles: design, performance, safety, versatility. In design, they appeal to both men and women. In actual results and demographics, sales are split about equally between men and women. Our design center has about a 50/50 male/female split as well, which is higher than most of the industry. How does Saab market to women specifically? To families? The way we go to market is with key principles, whether it’s marketing to men or women. Our vehicle intersects with the consumer around the idea of independence: The world is becoming more and more the same. Consumers in this increasingly homogenous world want to maintain their identity, both men and women. Saab is a very unique company, starting with its history. It was started by 16 aircraft engineers, only two of which had a driver license. Every vehicle is kind of
