Saab's U.S. Boss Talks About the Future and How the Brand will Tackle the Perception that the Brand is Dead

Automotive News recently had a chance to sit down with the COO of Saab North America, Mike Colleran, and discuss the future of Saab. perception

One of the first questions posed was the extent of damage to Saab's brand image during the past year and a half and how the Swedish automaker plans to improve its image in the near future.

"It is difficult to understand the complete depth of that damage. Certainly the brand did suffer" said Colleran. "I think there are a number of consumers who have the perception that Saab is gone."

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