Saab’s recent bankruptcy filing prompted us to take a look at online Saab shoppers. Saab went from selling more than 30,000 cars annually ten years ago to under 6,000 in 2010. We wanted to know what people who shopped for Saab end up buying if they don’t get a Saab. This also provides insight into what those remaining Saab purchasers might opt for now that Saab is out of business,
Using our O2OTM (Online to Offline) data, Korrelate connected shopping habits over the past year with actual vehicle purchases from April through September.
Here’s what we found:
People who researched Saab online were at least ten times more likely to purchase a Volvo, Volkswagen or a Mitsubishi than the average internet user. Affinity drops off substantially from there with Saab shoppers only twice as likely to purchase a Honda, Toyota or Dodge. This makes for great food for thought for brands conquesting Saab buyers.
