Marketing guru: I can save Saab - (With Reptilian Marketing?)
2010 01 03

From: thelocal.se



Background: Clotaire Rapaille - Reptilian Marketing (Video)

Clotaire Rapaille - SUVs and the Reptilian Brain - 60 Minutes (Video)

Red Ice Radio - Dominick Ohrbeck - Reptilian Marketing vs. The HeartBrain Model

A French-born, US-based marketing expert who has often criticized American carmakers claims he can turn around troubled Swedish automaker Saab Automobile.

“I want Saab. Give me Saab and I will save it and make it prosper again,” writes G. Clotaire Rapaille, who has served as a marketing advisor to several large automakers, in a letter sent December 26th to thousands of subscribers.

“This is a fantastic brand and we should not let it die.”

When contacted by The Local, Rapaille said he was "very serious" about his offer, and explained that while he hadn't made direct contact with Saab, General Motors (GM), or the Swedish government about his proposal, he expected to hear from them at some point.

"They will try to contact me, I'm sure," he told The Local.

"When someone is drowning and they are given a hand, they don’t argue with it, they just take it. They have no other choice."

According to Rapaille, Saab has a “tribe of loyal followers” and represents the “core value” of Swedish culture.

“This is the image of Sweden in the world; this is an element of the Swedish contribution to the world. We cannot let it die,” he writes.

He goes on to accuse Saab’s US-based owner GM of having “killed” Saab by treating it as a generic car.

“The time of management by engineers is over,” he argues, believing instead that marketers and anthropologists are better equipped to know what people want and why they want it.

Rapaille claims he can lead efforts to turn Saab around because of his expertise in auto industry branding and marketing around the globe.

“Besides that, I love cars,” he adds.

In return for taking charge of the beleaguered Swedish brand, which GM said last week it plans to wind down starting in 2010 after failing to find a suitable buyer, Rapaille said he wants a salary of one dollar per year as well as 25 percent of the Saab shares optioned at the current price.

In addition he demands “total power to take the company where it has to go” and the “total support” of the Swedish government.

To start, Rapaille called for a emergency meeting to be convened at Saab headquarters in Trollhättan in western Sweden to develop a “brand resurrection” plan.

Speaking with The Local, Rapaille downplayed his lack of experience running a car company, admitting the closest thing he has is nearly three decades experience of running his own multinational consulting firm.

He was also sparse on details about his plans to save Saab, but emphasized instead the power of his marketing insights.

"The point is I know how to sell Saabs and can get people to buy Saabs," he explained.

"I have the notoriety and the power to rally people around the world and to attract the best people to defend Saab and make sure the brand doesn’t die."

Rapaille again slammed GM's "engineer mentality" as the reason for the poor performance of the Saab brand over the last two decades.

In his eyes, Saabs built under GM's stewardship increasingly lacked the essence of what made Saab a brand so treasured by its admirers.

"It’s time to tell the engineers and financial people on the board to get out and go fishing and let people who know how to run the show take over," he said, arguing that engineers "don't understand people".

"It’s time for a paradigm shift...the engineering mentality has failed," he continued.

Rapaille also said he's received hundreds of supportive responses to his proposal from Saab enthusiasts and fellow branding experts from around the world.

"Saab is filled with an incredible amount of emotional capital. I’ve been amazed by the reaction I’ve received. It’s so powerful," he said

"Saab people love the brand and don’t want to let it die."

He also criticized the way the Swedish government has handled the attempted sale of Saab.

"I don’t know if the Swedish government really cares about Saab, I don't think they really do," he said.

But according to Rapaille, the support of the government isn't important to getting his plan a hearing with Saab and GM leadership.

"I’m not interested in talking to the government. The pressure needs to come from the people who love Saab and want to see it kept alive," he said.

Saab spokesperson Gunilla Gustavs said she had no knowledge of Rapaille’s offer.

“I don’t know anything about it,” she told The Local.

“A number of parties have shown an interest in Saab since early December. But GM are the ones who know about the different offers and out of principle we don’t comment on who has shown an interest.”

Source: thelocal.se



Related Articles
Rapaille University
Going Global: Swedish Volvo to be sold to Chinese Geely?


Latest News from our Front Page

Roswell, UFOs and Project Pandora
2014 07 23
Well, now, this is interesting. In fact, it’s very interesting. Over at the Department of Defense’s website you can find a file that has been declassified via the Freedom of Information Act on the subject of Project Pandora (which, to a significant degree, was focused on Cold War secrets, and how microwaves can affect the mind and body). It’s a fascinating ...
Men of Europe, Put Down the Eckhart Tolle Book and Pick up Your Sword
2014 07 23
Remember who you really are... The New Age Tactical Spiritual Military Industrial Complex supports murder and genocide. What is happening in Gaza today will eventually take place in London, Dublin, New York, Lisbon, Barcelona, Oslo, Glasgow, Melbourne, Stockholm, Auckland and Cape Town and wherever you are reading this article. Notice is being served upon all humanity. Not just the people of ...
Study Challenges Hypothesis that Birds Evolved from Dinosaurs
2014 07 23
The re-examination of Scansoriopteryx – a sparrow-sized, pre-Archaeopteryx, bird-like creature that lived in what is today China during the Jurassic period, about 154 million years ago – challenges the widely accepted hypothesis that birds are derived from land-dwelling dinosaurs that gained the ability to fly. Unearthed in Inner Mongolia in 2002, Scansoriopteryx was previously classified as a theropod dinosaur, from which ...
Israeli Professor: Rape Hamas Militants’ Mothers and Sisters to Deter Terrorist Attacks
2014 07 23
An Israeli academic has claimed that raping wives and mothers of Palestinian Hamas militants is the only thing that could deter further terrorist attacks. The remarks by renowned Middle East scholar Mordechai Kedar of Bar-Ilan University were made three weeks ago after the grim discovery of the bodies of the three kidnapped Israeli teenagers, but the recording was published online (in ...
’Mysterious plane’ with no callsign spotted circling London for two hours
2014 07 23
Scotland Yard has declined to comment on reports of a mysterious eavesdropping spyplane circling London. A radar tracking website showed an aircraft orbiting London at 10,000 feet for more than two hours. The plane had no recognisable callsign but was identified as a twin-engine Cessna F406 with the registration G-BVJT. The aircraft has been linked in the past to a shadowy fleet of ...
More News »