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Unlike brands like Chevrolet which is known for a broad range of products, smaller brands like Saab focus on specialized market instead. On its website, Saab emphasizes how the turbo-charged technology is “reliable, durable and exhaust-driven”[i], which makes it different from other brands. It has a mid-high price range among competitors. That’s probably why Saab has competitors like BMW, Volvo and Mercedes. Customers for Saab cars are people who care more about the car’s safety features and less about the price.
Industry factors show that Saab has a pretty strong competitive advantage...
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