I am really interested in the brand development potential to see how the Saga and AA merger will pan out. I think every analyst will admit that it came out of the blue and I wonder how the brands will be managed moving forward.
I am absolutely sure that in the short term they will continue as two seperate brands as I cannot see how they could work under one roof.
For me it is a really strange one, they don't have a natural fit together and I cannot see the cross sell potential being that big for either of them?
The group now has 11,000 staff and a combined worth of Ã‚Â£6.15bn! wowser....
By the way, according to Saga it was AA who approached them for the merger.
SAGA Loves AA