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Saab Predicts Return to Strong Profits, Growth

April 9, 2002

Swedish automaker Saab is counting on a 50 percent boost in advertising spending in the United States and a new vehicle lineup this year to get back into the "consciousness" of the U.S. motorist and return to strong profitability, a senior executive said, according to Reuters.In February, Saab, a division of General Motors,returned to U.S. network television advertising with a national campaign for the first time in more than five years, spending about $22 million in February and March, according to Dan Chasins, president of Saab's U.S. marketingarm.Foot traffic at U.S. auto dealerships soared in March and sales of the Swedish-built cars climbed nearly 60 percent to 4,864 vehicles during the month, just 44 cars short of its record monthly total of June 1986.
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