DÃcese del resultado obtenido en una empresa del sector del automóvil cuando las renovaciones de magnÃficos productos llegan tarde.
Hace unos dÃas un responsable de producto de GM nos decÃa que cuando la competencia es tan salvaje, no vale con ofrecer sobresalientes innovaciones, ni nuevos conceptos que atraigan a mayor cantidad de compradores; hay que cambiarlos cada cierto tiempo. Y lo que permanece imperdurable más allá de los cambios, es la filosofÃa de la marca. Los antiguos fabricantes de aviones encontraron en muchos conductores el gusto por berlinas a la altura de las alemanas, pero con una vuelta de tuerca. Consolas orientadas al conductor, motores de gasolina turboalimentados, tracción integral, o sus preciosos cabrios, han sido durante años los alicientes para votar al tercer candidato.
Sin embargo, los compradores somos despiadados. Queremos otras consolas, otros motores, y otras lÃneas. Desechar todo para que nada cambie. Dicen que la magia de los clásicos es que conservan lo bueno intacto, y creo que todos seguimos queriendo un Saab 900, tan bueno como era entonces, ahora.
Por desgracia, la bocanada de aire prevista para los próximos dos años no ha llegado a tiempo, y el 9-5 con plataforma del Insignia se quedará en los Salones del Automóvil. No me aventuro demasiado diciendo que es lo que necesitaba la marca; un esquema financieramente viable sobre el que moldear la filosofÃa Saab (incluyendo las salidas de aire en rejilla, faltaba más), pero sobre todo tiempo. Tiempo para inventar su Boxter, para encontrar su TATA, pero por encima de todo, para demostrar por qué fabricar aviones desde 1937 podrÃa haber marcado la diferencia.
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