Resolving the Design Challenge for National Electronic Vehicle Sweden_A comparative study on how insiders and outsiders perceive the brand style of SAAB

摘要

This MA thesis sets out to identify the valuable design legacy of Saab and exemplifies how it could be utilized in designing new models. Saab was declared bankrupt in 2011. Several reports suggest that it was due to the misbranding by General Motors who failed in managing the unique legacy of the brand and, as a result, ruined Saab’s brand identity over a period of 20 years.Now, the Saab brand is owned by a new company: National Electric Vehicle Sweden (NEVS). Under new ownership, Saab’s brand is in a dangerous position where consumers do not feel confidence. To restore its brand reputation therefore constitutes an urgent task for NEVS in capitalizing on the unique heritage of the brand. In doing so, NEVS need to resolve a multi-faceted design challenge: How consumers would perceive the brand identity of SAAB and what directs their interests? To reveal answers to these questions, I pursue following objectives:- To clarify how the style of SAAB is perceived by different stakeholders.- To identify the iconic design legacy of SAAB, from which NEVS can build future models.In realizing these objectives, I present a style study on Saab’s products to define the characteristics of SAAB; and to exemplify the complexity inherent in the assessment of style studies.