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  • November 2024 newsletter

    November 2024 newsletter introduction

    Welcome to my November 2024 newsletter, this newsletter marks my 16th issue. 16 is a low power of two which saw it used in weighing light objects in several cultures. For instance in the British Imperial system of weights 16 ounces were in one pound. This lived on far longer with British drug dealers who looked to sell cannabis in ‘teenths’ (16ths) or eighths of an ounce. Prior to decimal being implemented in China 16 taels or liǎng equalled one catty or jin. Chinese Taoists counted on their finger times and joints of the fingers with a the tip of the thumb, so 16 can be counted on each hand.

    The highlight of November was meeting up for brunch with Calvin who I used to work with in Hong Kong and collaborate with on occasion for projects going in-or-out of China. He was passing through London on his way to Web Congress in Lisbon, supporting one of the burgeoning number of start-ups coming out of Shanghai.

    New reader?

    If this is the first newsletter, welcome! You can find my regular writings here and more about me here

    Strategic outcomes

    Things I’ve written.

    • Ghost Signs – how legacy signage allows us to peer back into history, camcorders having their ‘lomography’ moment and much more.
    • Layers of the future – or how innovation doesn’t exist in a fully-formed world, but instead exists within layers of progress over time.
    • Presidential election beliefs – amongst the autopsies of the campaign that have been discussed, one of the things that struck me was the role of presidential election beliefs that have wrong-footed analysis
    • Klad & more stuff – a Russian pioneered integration of dark web markets and concealed ‘Amazon locker’ type infrastructure to deliver a new approach to drug dealing. Other items include bottlenecks in gadget manufacturing, internet maturity and more.

    Books that I have read.

    • Dead Calm by Charles Williams – the early 1960s crime novel packs a lot into the story. Trauma, mental illness, murder and intrigue on the high seas. Dead Calm was later made into a film and relocated from the Indian Ocean to the Pacific Ocean.
    • Jipi and the paranoid chip by Neal Stephenson. A short story that fits into the Cryptonomicon universe of Stephenson’s books – shares the story of Jipi a former flight attendant who works for Mindshare Management Associates Inc. – an agency that distracts tourists to Manila from the rapid construction work taking place during a China-like economic miracle. Because of her personality, Jipi has to track down errant AI powered car alarms fitted with plastic explosives that were designed to deter thieves, but AI happened. If you’ve ever had to write prompts, you’ll likely appreciate it.

    Things I have been inspired by.

    The fame game

    Rosemary_Smith
    Irish rally driver Rosemary Smith, had the skills but never did get the fame. Smith even got behind the wheel of a Renault formula 1 car to get a test drive at 79 years of age.

    I am by no means a sports addict but even in my psyche I know the names and reputations of several famous sports stars across hurling, gaelic football, motorsports rugby league and even soccer. Sid Lee and Appino have raised the issue of how this fame gap is bridged in women’s sports drive into long term mainstream success. Where is the women’s sport equivalent of Stig Blomqvist, Arnold Palmer or Michael Jordan who are hailed in a similar way? Want to know more, reach out to Rory Natkiel.

    Yes, Christmas really is getting earlier

    He's back from vacation, there are already Christmas decorations and Christmas cookies everywhere

    My local supermarket started to sell mince pies right after the August bank holiday this year. It had Christmas decorations for sale before the Halloween ones. Christmas seems to be coming earlier this year. The Guardian researched how Christmas was arriving earlier each year, from charting music to mince pies and Christmas puddings going on sale. This year lo-fi girl had their first Christmas soundtrack up on November 4th. If you want a change from the Spotify Christmas list, try this old mix from former streetwear boutique The Hideout.

    WARC noted how companies like John Lewis with dedicated Christmas campaigns look to gain a first-mover advantage to aid the talkability around their campaign and gain the full benefit from their emotion driven campaign bedding in and building new memory structures.

    WARC predicted that Christmas advertising spend would rise 7.8% to over £10.5 billion. Big growth for search, online display and out of home compared to last year. The biggest losers including TV, direct mail, magazine and print news media.

    Things I have watched. 

    Famous Hong Kong cinema film director Johnnie To criticised Hong Kong’s national security regulation in an interview for the BBC’s Chinese language service. With that in mind, I thought it prudent to buy up as much of his back catalogue as possible because the classics amongst them may be harder to get hold of in the future.

    PTUPTU starts in a similar way to Akira Kurosawa’s Stray Dog with a policeman losing their duty weapon. However that’s where the parallels finish. In Stray Dog the young detective looking for his gun feel empathy at the end with the criminal who used his weapon. The moral being two-fold – crime starts with a few wrong choices, but are still human. In order to deliver law, over time the policeman needs to become less empathetic, losing a bit of their humanity. PTU on the other hand shows how police blurred the line between the law and crime with extra-legal methods to solve crime. It also highlights the complex relationships between criminal gangs and the police. To keeps the tension going with PTU throughout the film. The ambiguity between police and criminals would not be allowed in future Hong Kong films thanks to the National Security laws that have come into force.

    Election – The literal Cantonese title for this film is ‘Black Society’ – which as a term covers all kinds of organised crime groups. Two members of the Wo Lin Shing are up for election become leader (aka chairman or dragonhead) of the organised crime group. It’s a common trope in Hong Kong cinema that these elections happen on a regular basis. Wo Lin Shing is a stand-in name of the very real Wo Shing Wo – a group that have a side hustle doing wet work for the Beijing forces at work in the city.

    The film focuses on the election and immediate fallout. Lok runs a more rational campaign, whereas Big-D runs a showy campaign offering money for votes. The elders appoint Lok and Big-D tries to steal the symbol of power. To moves the tension and action on at a rate of knots. It features many of the heavyweights of Hong Kong cinema including Simon Lam, Louis Koo, ‘Big’ Tony Leung, former policeman Nick Cheung and Lam Suet.

    Not a Johnnie To production, but I have been enjoying Detective Chinatown on Amazon Prime. The show is similar to the BBC show Sherlock and CSI in the way its plot devices and how its story arcs work. It has been interesting to watch for a number of reasons. The series was produced for Chinese streaming platform iQiyi – think Chinese Netflix. The series is based in Bangkok, Thailand. The senior Thai police representative is portrayed as dramatic, volatile and religious in nature – interesting stereotyping by the Chinese production team. The plot line has a very supernatural aspect to it, which is generally considered to be a no-no with Chinese censors. I am curious to see where they take the show.

    Useful tools.

    Mac keyboard shortcuts

    Alongside David Pogue’s Missing Manual series of reference books for each version of macOS, MacMost’s videos are a great resource for the Mac user. MacMost now have a free downloadable table of Mac keyboard shortcuts.

    AI-powered diagram creation

    Ever sat in front of a blank Keynote or PowerPoint slide and wondered how to represent something? I am across the Napkin AI which takes your written text describing something and renders it into a diagram. I don’t use these diagrams as the finished product, but as an inspiration for me then to artwork together in Keynote, OmniGraffle or PowerPoint. You can output from Napkin AI as a PNG file. At the moment it’s free to use as a beta product.

    Woznim

    Woznim allows you to record the names of people and where you met them to try and aid in recall of of them if you run into them again. It reminds me of Foursquare and social bookmarking. Foursquare because of its where 2.0 location based data and social bookmarking because if you develop the Woznim habit it could be life-changing, but if it doesn’t gel with you it’ll be dropped as a service in no time. At the moment it’s an iPhone-only app.

    Bluesky

    Bluesky has been having a moment as another tranche of social media users follow The Guardian’s lead to leave Twitter and need a micro-blogging service. Bluesky has got a good deal of attention because of its starter packs and list features. Whether Bluesky will continue to grow into a vibrant post-Twitter place isn’t certain yet. But if you are going to use Bluesky then these two tools might help:

    • Bluesky tools directory. There is a surprisingly rich set of tools available rather like ‘golden age’ era Twitter.
    • Starter packs. Starter packs are a set of curated recommended accounts to follow based around interests. This site has a large directory of them covering everything from professional interests to sports passions.

    The sales pitch.

    I am now taking bookings for strategic engagements from January 2025 onwards; or discussions on permanent roles. Contact me here.

    More on what I have done here.

    bit.ly_gedstrategy

    The End.

    Ok this is the end of my November 2024 newsletter, I hope to see you all back here again in a month. Be excellent to each other and onward into the Christmas season and the rush to complete projects before clients disappear on holiday.

    Don’t forget to share, comment and subscribe!

    Let me know if you have any recommendations to be featured in forthcoming issues.

  • The dream garage

    My friend Adam came up with the dream garage. By some quirk of fate you are wealthy. No fucks given kind of wealthy. You have a garage and it has 10 spaces. What would you put in this dream garage and why?

    Assuming that you aren’t legislated out of using the collection in the dream garage; I thought about this in terms of use cases.

    I’d want at least a couple of vehicles that would be useful. A couple that would be fun and the rest would be kept for my appreciation of some part of their design. I’ve not given any thought to maintenance or depreciation and have assumed that any challenges can be handled with enough money.

    Useful

    BMW M535i (E28)

    1986 BMW M535i (E28) (preferably in a dark colour where the original owner opted for the debadged option. In its day it was a car that hid its performance with mediocre looks. Now its still a respectable performer that won’t turn heads. So ideal for nipping to the local supermarket for the weekly grocery shop. Its also mercifully free of computerised user experience.

    Mercedes G550 4×4 Squared

    Mercedes G550 4×4 Squared (not a US market car though). The Mercedes G-Wagen is a capable off-roader already. But re-engineering it to handle portal differentials from the Mercedes Unimog made it even more capable. The portal differential means that there are is less to catch underneath the car. This allows the vehicle to have a ludicrous ground clearance. You could have got away with a relatively modest diesel engine. But Mercedes wants to sell this to plutocrats and professional footballers. So you get a twin turbo V8 petrol engine and a luxurious interior. If I had the chance I’d have it refitted with a diesel, waterproofed electrics, a heavy duty winch, a truck like exhaust and air snorkel to aid fording water off-road. I figure that if you have a ten car garage, you probably also have a good deal of land to go with it that requires good off-road capability.

    Fun

    Fun is immensely subjective and this makes anything that I put in this use case open to debate.

    Mazda Familia GT-Ae

    Mazda Familia GT-Ae. In the mid-1980s the FIA shut down Group B rally cars because of some high profile accidents. They replaced them with cars that were much closer to production cars called Group A. Manufacturers like Lancia, Toyota and Mazda saw and opportunity further burnish their reputations through motorsports. Outside of Japan the Familia was known as the 323. The GT version was their entry into Group A. It featured a 1.6 litre engine. It had four valves per cylinder and used turbocharging to force air into the cylinders for more power. It saw some success in world championship rallying when it was introduced in 1985. The GT-Ae was released in Japan three years later. It had a number of enhancements including a rear viscous coupling differential and a little more power.

    The GT-Ae is less famous than peers like the Lancia Delta Integrale or the Toyota Celica GT4. But that means its relatively discreet by comparison, the average car buff wouldn’t realise what you had.

    I also like the idea of small, lightweight capable hatchback that isn’t festooned with electronics. The Familia GT-Ae is sufficiently rare that it is hard to find material about it on YouTube.

    Ford RS200

    Ford RS 200 was an attempt to claim back honour. The early 1980s saw Ford of Europe humbled by manufacturers like Audi and Peugeot. Ford had historically put a halo around its car line-up through motorsport and warmed up versions of its own road cars. That formula had been up-ended by the arrival of the VW Golf GTi in showrooms across Europe. Worse still, its rally cars, notably the Ford RS 2000 was rendered obsolete by the move to Group B and the Audi Quattro.

    Ford eventually addressed this with the RS 200. The formula doesn’t sound that promising. A small dumpy looking coupe, assembled by the Reliant Motor Company. The engine was a warmed over design from the 1960s which had originally been put in a failed project to build the Ford Escort RS1700T. The engine suffered terribly from turbo lag at low revs, which was part of the reason why the Escort RS1700T never got off the ground. But this is only half the story.

    Short and dumpy has benefits in handling like the Lancia Stratos. What owners bought was a lightweight Ghia of Turin designed couple, with handling developed by a designer who had cut his teeth in formula one. It had a low driving position and sure footed grip with Ferguson Formula derived four wheel drive.

    Yes Reliant cars were made so bad Ford had to have them reassembled. But Reliant did make lightweight composite plastic based cars. The interior had parts predominantly taken from the Fiesta and Sierra product lines. But that lack of luxury, also meant easier to replace parts and less weight than luxury switchgear. An article published by Autocar outlined the potential of the Ford RS200 if Group B rallying had continued.

    I wouldn’t want a highly tuned version because I am not a skilled professional driver, but I would like the high travel suspension. Again there is a lack of technology to distract from the driving experience.

    What looks like publicity footage shot by Ford to demonstrate their new car. It rides a bit high as the suspension is set up for rallying. The YouTuber claims that the driver is the late great Bjorn Waldegard. It is more likely to be fellow Swede Stig Blomqvist, it is definitely Blomqvist in the last bit of the montage as he is clearly recognisable behind the wheel.

    Art

    Honda S800 coupe

    I love small cars. For my sins the best and worst car that I’ve ever owned was a Fiat 126. The engine was terrible, as was the drum brakes and it was tiresome to drive anywhere for anything more than an hour. But it also put a smile on my face more times than any other car that I owned. It handled really well. You could go sideways around corners and still stay in lane. You had a ludicrously low seating position and an exceptionally direct gear change. But the Fiat 126 looks uglier than the previous Fiat 500 and wasn’t well made. But it made me like the idea of small cars. The first car that I chose was the Honda S800. This beat out cars like the Abarth Fiat 500, the various one-off Bialberos and the Alpine A110. I love the way the Honda engineers took motorcycle engineering to formula one and then to a small sports car for the road. And to top it all off they then made it look very pretty. Japanese car companies have continued to make sporty looking kei cars, but the S500 and subsequent S800 were the originals.

    Actor Daniel Wu has the version that I want. He built it and it was displayed by Honda at SEMA. Its a mix of gorgeous period details and warmed over specification and flared wheel arches. I’d like it in white in tribute to Honda’s 1960s era racing cars rather than low level gangsters.

    Via Hoonigan AutoFocus

    Porsche 911S

    The Porsche 911 needs no introduction. I particularly like the 1973 version. The Porsche 911S is the most advanced version of the car, that kept the purity of the original design. You get a moderately powerful fuel injected engine, the alloy wheels by Otto Fuchs KG, a five-speed manual gearbox and seats with head rests which provides a degree of comfort on longer drives. So why 1973? Later the design became adulterated and added to with detail elements like the US safety bumpers. The current models of Porsche 911 look too elongated compared to the 1973 model. So even though my bedroom wall used to have a Keith Harmer airbrushed painting of a wide body late 1970s Porsche 911, I actually preferred the clean lines and smaller stance of the ‘narrow body’ 1973 car.

    https://youtu.be/JN0DWXlhSZg

    Toyota 2000 GT coupe

    Most westerners know the Toyota 2000GT as the ‘E-type’ like sports car in You Only Live Twice. That’s the Sean Connery Bond film set in Japan with the ninjas and a paper mâché mountain as villains lair. The resemblance to the E-Type Jaguar is no accident. Body stylist Satoru Nozaki was inspired by European grand tourers including the E-Type.

    Yamaha did the engineering of the car. They offered it to Nissan first, who turned it down. They then took it to Toyota with low expectations and Toyota said yes. Yamaha took the engine from Toyota’s Crown saloon car and turned it into a sporty 2 litre inline 6 cylinder. When sold they cost more than Porsche and Jaguars of the day. Only a few hundred got made to provide a halo product for the Toyota vehicle range. Toyota reputedly lost money on each vehicle built. It’s just a gorgeous looking car and hence has a place in the dream garage.

    BMW M1

    During the late 1970s through to 1981, BMW built a stunning looking mid-engined sports cars called the BMW M1. The original idea what the Lamborghini would build them on behalf of BMW for production car racing. Lamborghini did engineering work on the car, but then went bust. James May alleged that BMW had to break into the closed Lamborghini facilities and steal back the M1 body moulds. Given Lamborghini’s reputation for temperamental cars around this time it was probably for the best.

    The body was glass fibre reinforced plastic, for light weight. It was styled by Giorgetto Giugiaro. This gave it a clean, futuristic, aggressive straight-lined design. Giugiaro then did designs in a similar vein for the Lotus Espirit. You can see the heritage of the BMW M1 design in the BMW i8. Giugiaro’s styling alone would get into the dream garage.

    The beauty of the BMW M1 was more than skin deep. The body panels were hung on a tubular steel monocoque frame. It had a 3.5 litre straight six cylinder engine. A version of which later appeared in the E28 BMW M5 and the E24 BMW M635CSI.

    It had a comfortable but basic interior and air conditioning. What you end up with is all the best qualities of an Italian and German sports car.

    Nissan (C110) Skyline GT-R (Kenmeri)

    The Nissan Skyline GT-R became famous in the early and mid-1990s. But the Skyline GT-R has heritage that stretches back much further. I chose the 1973 Nissan (C110) Skyline GT-R (Kenmeri) vintage car over later more capable models due to its styling which is why it sits in the ‘art’ section of my dream garage. The slope back, spoiler give it an amazing look. But it also had great technology for its vintage, notably disc brakes all around.

    The C110 Skyline GT-R was made for less than 12 months due to the 1973 OPEC oil crisis. It featured an in-line 6 cylinder engine designed by the Prince Motor Company, whom Nissan bought out in 1966. It had four valves per cylinder which was very rare at the time. This engine would also appear in the Nissan Fairlady Z 432R – a faster limited edition version of the Fairlady Z developed for production car racing.

    Nissan Autech Zagato Stelvio

    Boom-era Japan saw manufacturers like Nissan doing all kinds of interesting things, none more so than the Nissan Autech Zagato Stelvio. This was back when the land of the imperial palace was based on in Tokyo was worth more than the entire state of California. This also explains why Nissan tried to sell a car that cost 18 million yen new. Or more than a Honda NSX.

    Autech was Nissan’s equivalent of Mercedes’ AMG at the time. They had to improve on the Nissan Leopard coupe. Fortunately the Nissan Leopard coupe shared its floor pan with the equivalent Nissan Skyline. Autech put in a good effort working on performance, handling and braking.

    Autech reached out to an Italian design house to give the car a distinctive yet classy look. Interestingly, they chose Zagato. In the end you ended up with a distinctive Italian car with Japanese build quality – which sounds quite appealing. The interior reminded me a bit of the pre-Fiat Maseratis Biturbo models, particularly in the use of walnut wood veneer and leather.

    As well as the boom times of the 1980s property bubble, Japan also had a huge cultural surge. Anime from original manga like Akira and Ghost In The Shell coming out with their own take on cyber punk. I think its partly this time of creativity and cultural relevance that makes the Nissan Autech Zagato Stelvio dream garage material. It definitely looks as if it has come off the screen from the original Ghost In The Shell anime film

    A second reason is the way Zagato always seem to go off in their own direction from a styling point of view. Some of it might be ugly but it is highly distinctive. I know what you’re thinking, it weird as hell. And you’d be right, but it has some interesting ideas. Those front arches have the wing mirrors built into them to reduce drag.

    The wheels are specially designed to funnel air into the disc brakes for cooling and at the same minimise aerodynamic drag.

    The oddness of the car meant that only about 100 or so were produced in the end and hopefully one of them would make their way to my dream garage.

    I’ve talked through my ten choices. What would be the ten cars you your dream garage?

  • Per Eklund + other things

    Per Eklund

    Feast your eyes on Per Eklund’s record breaking ascent of Pikes Peak back in 2001 in a car that looked superficially like a Saab 93. It weighed just 1,000Kg and had 850BHP and four wheel drive. Eklund was 55 when he did this and still drives today alongside peers like Stig Blomqvist.

    Per Eklund trained originally as a driving instructor with fellow classmate Stig Blomqvist. He then went be a Saab factor team driver from 1970 to 1979. He was Swedish champion in 1978, ahead of Stig Blomqvist. Eklund won a World Rally Champion ship event in a privately entered Saab 99 Turbo in 1982, three years after Saab shuttered its works team.

    Per Eklund drove on selected events for Toyota Team Europe, focusing on African events of the World Rally Championship like fellow Swede Björn Waldegård.

    Like Waldegård, Per Eklund has had a long and successful career in rallycross. Probably his crowning achievement was setting a records on the Pikes Peak climb that wasn’t bettered for another ten years. Per Eklund beat best times set by fellow rally champions Michèle Mouton, Ari Vatanen and Walter Rohl

    Here’s a documentary (mostly in Swedish) about how they did it. It’s a surprisingly basic effort. More related content here.

    Back To The Future with pugs

    Winston and C-Milk currently live in Southern China and put out regular content on live in China. Their video discussing China’s ecosystem of fake Nintendo Famicom (NES) machines. Video games were banned for 15 years in China, so piracy stepped in to fill the vacuum. Check out the clone of Nokia’s Snake but with NES vibes.

    Or Super Mario 10 featuring Confucius

    I’d also recommend their perspective on China’s role in VR. President Xi Jin Ping said that VR was the cornerstone of development, and that China would pursue VR with everything it’s got. Gadget makers have piled in to make Samsung Gear-like googles.

    Social Cooling – really interesting hypothesis on how social platforms are changing consumer behaviour over time.

  • That Jeremy Clarkson post (or lies, damn lies and sentiment analysis)

    It isn’t often that my thoughts turn to Jeremy Clarkson. This is mainly because being a car-less resident of London (and late of Hong Kong); I don’t really have much reason to pay attention to Top Gear. Secondly, there is only one Stig and that’s my childhood sporting hero – rally driver (and probably Sweden’s fastest pensioner) Stig Blomqvist.
    Stig Blomqvist - Lada VFTS 1600cc
    But I couldn’t avoid the fracas when it exploded as a story across the media.

    I was particularly struck by PR Week’s coverage of the story: Jeremy Clarkson’s popularity on social media plummets after BBC ‘fracas’. Yeah, right! The problem with stories like this is about how you slice the data and interpret it.

    Social media conversation as a mode of popular measure

    The very nature of a conversation is the ebb-and-flow. Mr Clarkson would need to be more worried if he no longer was a topic of conversation as it would indicate that his celebrity had run its course. If everyone was unified in agreement when the volume of conversation would be lower, but it doesn’t necessarily measure popularity, but polarity of sentiment.

    Sentiment analysis

    Sentiment analysis is worthy of a post in of itself. Machine sentiment analysis is generally no more than 65% accurate. That sounds pretty good until you see the results. When done properly it is usually supplemented by manual analysis, to pick up on colloquial language, sarcasm or complex sentence construction – all of which can fool the smartest systems. So any argument built on sentiment as a key indicator is built on a foundation of sand.

    Social following

    If we look at the amount of followers on Jeremy Clarkson’s Twitter account using social media monitoring tool Sysomos MAP; we see numbers that suggest his popularity on social has surged rather than declined as he became embroiled in controversy.
    clarkson
    The story we are actually seeing is a polarisation of opinion with detractors becoming increasingly vocal and fans becoming firmer in their support. As a brand marketer, having a client that stands for something is the jumping off point for great creative. You are not constrained by having to please everyone and so great marketing can happen:

    • Red Bull – Gives You Wings
    • Hooters – Delightfully tacky, yet unrefined
    • Mid-1980s – 90s Guinness – Pure Genius
    • Audi – Vorsprung durch Technik

    At the moment, Jeremy Clarkson probably doesn’t have a lot to worry about in terms of his social popularity; so long as the lawyers don’t get too involved his popularity is likely to sustain him in media work of some sort for a while yet. More online related content here.

    More information
    Jeremy Clarkson’s popularity on social media plummets after BBC ‘fracas’ | PR Week
    Stig Blomqvist

  • Saab

    Saab has been a pioneer in the automotive sector and it is now facing imminent death in the car business. Saab made the first production cars with safety belts, the first headlight washer and wiper facilities, the first impact absorbing bumper, pioneered pollen filters in the air system of its cars and the first CFC-free climate control. Saab along with the Mercedes S-Class it has had a disproportionate impact on the modern car.

    I have a personal attachment to the Saab brand. I can still remember the smell of the interior of a family friend’s Saab 99, the brooding brow over the dashboard that the VDO instruments used to look out from, the heated seats and the ignition key that also locked the gear box.

    stig_blomqvist_rally99

    Motorsport, in particular rallying was the preferred sport of my Dad and my hero didn’t wear a polyester Liverpool shirt, but a set of fireproof overalls. His name is Stig Blomqvist, one of the most talented men ever to get behind the wheel of a car. He has competed successfully in circuit racing and rallying for the past 38 years.

    saab_rally_99T

    Blomqvist’s vehicle during the late 1970s was a Saab with a distinctive avant-garde paint job that caught my imagination as an 8-year old. With the rise of four-wheel drive, he then moved to Audi, and my team allegiance went with him – when Saab bowed out of top flight rallying. But that avant garde paint job still has a place in my heart.

    Saab is now staring oblivion in the face. A financial rescue has been scuppered and the car company is likely to be consigned to the annals of history. At this point Saab reminded me of Apple circa 1996, however one thing Apple had in its darkest hours were fans of the Macintosh platform. I can remember when having an Apple Mac wasn’t cool, but marked you out as a bit of weirdo.  I know, I was one of them weirdos; and thankfully the company is still around making insanely great products that shows my loyalty was not misplaced.

    If I was a potential saviour for Saab; not even a business plan by the best brains from Goldman Sachs would persuade me after reading feedback from the loyal members of the New York Saab Owner’s Club by Michael Corkery on the Deal Journal blog on the Wall Street Journal online.

    Some of the things that caught my eye:

    1. …there are some guys in the club who are going to say : ‘good riddance they haven’t made a good car in a long time.’
    2. There are some vintage guys in the club who say that Saab hasn’t made a good car since 1999…
    3. Over the last few years club members have started bringing their non-Saab cars to meetings. It speaks to the fact that Saab has gotten away from what made them a fun driving car.
    4. There are some people who work with me and will ask for car advice. But unless they are a car person, I won’t recommend Saab. I don’t want them to come back and yell at me.

    I wouldn’t even like to guess what the net promoter score is amongst some of Saab’s long-suffering fans. Saab has lost what it was to its customers. It was no longer authentic, this isn’t about globalisation; its about a company and its brand losing its soul. This happened whilst the company was a completely-owned subsiduary of GM. General Motors is ultimately responsible for management decisions that didn’t just destroy shareholder value and brand value, they nuked it.

    The only bit of Saab that remains is in the camaraderie of the club and vintage vehicles. Graham Brown frequently talks about authenticity being the keystone for successful youth marketing, its also true for marketing to the not-so-young. More on brand related posts here.