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Saab Is Dead, Long Live... MINI?

MINI already using #Saab in advertising.

MINI already using #Saab in advertising.

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In case you missed today's breaking news on Saab, the Swedish automaker filed for bankruptcy in Swedish District Court this morning. The move came after Chinese suitor Youngman withdrew funding commitments, following GM’s reconfirmation that it would block any purchase attempt by the Chinese.

Saab has only just been pronounced dead (bankrupt, actually), but that hasn’t prevented others from making a buck on the Saab name. BMW, it appears, has purchased the #Saab Twitter keyword and is using it to promote its MINI brand; after all, Saab’s grieving customer base has to turn somewhere, right?

To see what we mean, just search for #Saab on Twitter. The first thing to come up will be an advertisement for Mini, specifically the new MINI Coupe.

Autobytel’s Michelle Naranjo was the eagle-eyed Twitterite who spotted this bold (or tasteless, depending upon your perspective) move by BMW, and we have to ask, is it too soon? Better yet, is it too crass for BMW / MINI to exploit the soon-to-be-defunct Swedish automaker?
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