EVERY six months Business Car Manager hosts an event for SME car finance specialists. It’s always a great evening with some very relaxed networking.
The following morning I went over to pick up the car I had left there – a Saab 9-5 Aero (see road test Saab 9-5 Aero: business-focused fast Saab). While I was taking a few photos of the car, the restaurant owner came out – Ray Neve – to unload some items from his BMW X5 (the car you can see in the background to the picture on the left).
Ray came over to have a nose around. “It’s a very good-looking car isn’t it?” I had to agree. I think the Saab 9-5 is brilliantly styled – arresting but not flashy. Ray’s a tall guy and peering into the rear seats was surprised at the amount of space in the back of the big Saab.
“I’ve often wondered about changing from a BMW,” Ray told me. “And this Saab looks very interesting. But on the other hand I feel comfortable with the BMW and always end up with another. I know where all the knobs are.”
It is an interesting fact that: despite the variety of choice on offer, for busy small business owners, something they know and understand is preferable to exploring the unknown.
A friend of mine is onto his third BMW X5 – all the same colour, with all the same toys – because he spends so much time at the wheel driving from one appointment to the next. The comfort of a close friend can often be more reassuring than the excitement of the new. There is also that element of trust too: small business owners enjoy their cars; but the car also needs to work for them without hiccups. When a brand is continually delivering that experience, why change?
No wonder car makers want to get you into their brand as early as possible – and hope you stay hooked.
Editor’s Blog on the Saab 9-5 and BMW X5
