From NSAP's View: Saab and It's Future

[nsap]

From NSAP's View: Saab and It's Future
By: NSAP
http://www.gminsidenews.com


I have never been a big fan of Saab. Actually, it wasn’t until I became a Staff Member here on GMI that I even bothered to look at Saab. I just thought it was another brand that GM neglected, and no one really cared. About that time the new 9-3 arrived. I liked the looks of the car, and even later considered purchasing one. Now that GM is revitalizing all of their brands, one can only wonder what they are going to do with Saab. I’m going to try to layout what I know is going on behind the scenes, and give my opinion on them.

One can only hope that the refresh GM/Saab gave the 9-5 is not going to be the look of Saab products from this point forward. While the front-end isn’t bad, the rest of the car is very..ugh. It actually reeks of senior citizen to me. Not appealing to the Acura crowd by any means. The interior isn’t bad, but the masses of different colored plastic is unappealing, and the use of a variation of the corporate GM radio is not the wisest move they could have made. In short, the 9-5 needs a new lease on life…and fast.

Not too long ago Saab showed us the Aero-X concept car. This is the latest showing of Saab’s future design language, and from what I saw…it should do very well for Saab. The design is modern, slightly techno and is very Saab (possibly the most important part?). As showcased by GMI’s Saab RIA feature all future Saab products from this point forward are going to be based on the Aero-X design-wise. Sadly, I doubt we ever see that cool canopy roof, but one can dream eh?

Importance of Epsilon II

The first new Saab products to arrive will be the Epsilon II based 9-5, and then the Epsilon II based 9-3 shortly thereafter. While these two products are very important for Saab as a brand, they are also extremely important for GM as well. Epsilon II is not just the platform that will underpin GM’s bread and butter sedans, but it will be the first truly global platform application; and they will use the hell out of nonetheless. Right now, we have two versions of the Epsilon I platform; the long-wheel base that is used on the U.S. only Pontiac G6, Saturn Aura and Chevrolet Malibu Maxx, then we have the short-wheel base variant used globally and in the U.S. for the Malibu Sedan and 9-3. With E2, any vehicle based on that particular platform could be built at any E2 plant in the world. An example of why that is a good thing; say GM was building the 2010 E2 based Saturn Aura here in the U.S. and it was selling so good that they couldn’t keep up, GM could easily start making the Aura right alongside it’s sister-car, the Opel Vectra in Europe or even in Latin America. They could even build the E2 based 9-3 alongside the Pontiac G6.

Crossover Confusion

Another product that has been talked about a lot by insiders is the “9-4x.” This mid-size crossover is supposedly going to be built on the Theta II platform, which is basically going to be crossover version of the Epsilon II car platform. I have read documents that suggest this 9-4x is going to be built in Mexico with its cousins the Cadillac BRX and possibly a Buick version. This would make sense, as that particular plant builds the Chevrolet HHR and Buick Rendezvous, since the ladder is about to be discontinued, that would leave plenty of room for the Theta II vehicles. Rumors state that Theta II will be a little bit bigger than the current Theta. If that is the case, an optional third-row seat may not be out of the question. Which will probably mean that the purposed Lambda crossover will never leave the drawing board.

Do It Yourself

The main reason, in my opinion, Saab is not flying as high as they are capable of is GM. GM has been doing much of the development on Saab products, and has even given them a variant of the “everybody’s got one!” GMT-360 SUV’s. While that SUV is probably the best mid-size SUV GM has, it shouldn’t be at Saab. Saab need UNIQUE product. Let them develop their OWN PRODUCTS! They have the capability to do it, and only Saab knows what Saab needs. Give them your parts database and let them have at it. Just because a product is unique doesn’t mean it has to cost a fortune. Look at the Pontiac Solstice, the car has a totally unique interior and exterior, but it shares TONS of parts with other GM products. That’s product development done right folks. With GM’s world-class platforms and powertrains, Saab has a solid foundation to develop some great vehicles.

Dealerships, or the Lack Thereof

As I said earlier, I seriously considered purchasing a 9-3 Aero not too long ago, but I ended up with a Pontiac G6 GTP. Why? Because the closest Saab dealership to me is over TWO hours away! I don’t want to have to drive for nearly three hours and put nearly 200 miles on my car just to get it serviced. Bluntly put, Saab needs more dealerships if they want to sell more…at least in my area. Convenience is a high priority for car buyers anymore.

[Perian]

I am a die-hard Saab fan. I am currently driving my fifth one.

I am not sure Saab has a future in this country.

Look at the rebates on the current vehicles - combined with last years price cut, they are just about giving them away. GM can't possibly be making money on this divison.

They call one Saab model a Cadillac in Europe (BLS model), perhaps the Saab dealer network could be combined with Cadillac or Saturn.

All I know is my Saab dealer no longer exists. Something has to be done.

[Smaart Aas Saabr]

The problem to get more dealerships is you need more sales volume. To get that volume you need dealers...

Saab has to keep the quality of their dealers at a very high standard to keep loyalty. However that reduces the number of dealers still.

Personally dealer proximity wouldn't affect me at all, though where I live there are several Saab dealers within maybe 20 miles. In Canada all the Saturn dealers are coupled with Saab as well. Perhaps that would be a good solution in the States. But it does feel as though, I am going to a Saturn dealer - not a Saab dealer.

[ChevroletRevived]

Here is GMI's Saab RIA thread:

GMI's Revitalization in Action | The Dream Saab Lineup

[CobaltSScrazy]

hmmm, IDK why not just have Saab aim for Volvo safety with Acura/Infinti performance fwd-wise. To me they cost too much for the premium price over the SS/GTP's and although they are cool the horrid resale on them doesn't help the cause. I like saab don't get me wrong, but decide what you want to be and stick at it. NO MORE STOPGAP PRODUCT!

[mgescuro]

Originally Posted by CobaltSScrazy

hmmm, IDK why not just have Saab aim for Volvo safety with Acura/Infinti performance fwd-wise. To me they cost too much for the premium price over the SS/GTP's and although they are cool the horrid resale on them doesn't help the cause. I like saab don't get me wrong, but decide what you want to be and stick at it. NO MORE STOPGAP PRODUCT!

Saab meets or exceeds Volvo's products (aside from 9-7x) in terms of safety. but GM doesn't market it effectively.
Saab's performance is a good match for Acura, but it needs more.
Saab designs are cleaner thatn Acura's techno-boom box interiors.

But Saab is being propped up by 9-3 and 9-7. Saab needs 9-2 and 9-5 to really make an impact. Kinda sad that's the way it's turning out to be, but such is what happens to brands at GM. Neglect.

[DuSpinnst]

Saab needs to target Audi, Acura, and Volvo head on.

Volvo especially needs to be the focus of competition since the brands stylistically and safety wise compete naturally.

I LOVE Saab, always have. It has that European Flair that Cadillac is sorely missing, it still has luxury that Buick lacks. It also is about as quirky of a brand that you can buy.

Buying is a Saab tells people that you serious about one thing, and that is having your own style.

My only complaints with the RIA are the Aero X styling is a bit overboard (but beautiful none the less) and I think the idea of a 9-9 is good but the GMi one misses the mark set by the S80.

[DuSpinnst]

Originally Posted by Perian

I am a die-hard Saab fan. I am currently driving my fifth one.

I am not sure Saab has a future in this country.

Look at the rebates on the current vehicles - combined with last years price cut, they are just about giving them away. GM can't possibly be making money on this division.

They call one Saab model a Cadillac in Europe (BLS model), perhaps the Saab dealer network could be combined with Cadillac or Saturn.

All I know is my Saab dealer no longer exists. Something has to be done.

Saab does need a larger dealer network.

IMHO Saab, Hummer, and Cadillac should be sold under the same roof.

Kinda like an upscale version of PBG. Saab being the "Pontiac" or sporty cars with flair, Cadillac being the "Buick" holding the Luxury crown of the dealership, and Hummer being the "GMC" the go anywhere do anything counterpart to GMC's Professional grade all while wrapped in Luxury.

GM needs 4 dealer networks:

1. Saab/Cadillac/Hummer
2. Saturn
3. Pontiac/Buick/GMC
4. Chevy

End of Story.

[page2171]

Originally Posted by DuSpinnst

Saab does need a larger dealer network.

IMHO Saab, Hummer, and Cadillac should be sold under the same roof.

Kinda like an upscale version of PBG. Saab being the "Pontiac" or sporty cars with flair, Cadillac being the "Buick" holding the Luxury crown of the dealership, and Hummer being the "GMC" the go anywhere do anything counterpart to GMC's Professional grade all while wrapped in Luxury.

GM needs 4 dealer networks:

1. Saab/Cadillac/Hummer
2. Saturn
3. Pontiac/Buick/GMC
4. Chevy

End of Story.

That makes a lot of sense. It would be a really good and probably fairly easy way to expand Saab's dealer network.

[desmo9]

The "staple" product is 9-3, and where's the relevance of that Epsilon-Eurofied product when Aura and Malibu (and G6 to an extent) are essentially occupying the same space? The 9-3 remains popular in the face of the Auras simply because the 9-3 retains the only essence of "drivers car" in GM's North American portfolio ... with the turbo four and manual gearbox, etc. But the Aura oughta be doing that, hence letting the 9-3 go back to being a Saab.

I mean, according the Lutz et al, ya can't do a 900-style hatch, which has been a Saab mainstay for decades and popular with the Gen X/Y set (especially as they're more able to afford one) .. because there's only so much demand for "quirky." Instead, he and half the know-it-alls on sites like this one declare that "quirky" can't sell, and it's better to offer Malibus and Trailblazers and Imprezas with Saab fascias. And you're all flat-out wrong.

Saab could offer two models with sharp-as-nails focus, and sold in the GM portfolio would do very well. Two focused cars could sell more than a whole hodgepodged array of half-baked corporate parts-bin efforts.

Lutz and his cronies are the biggest batch of bumbling baffoons in the automotive establishment, and look no further then their handling of Saab for proof.

At least Ford's doing a decent job keeping Volvo's identity unique and building upon the focus it's always had. That new C30 is gonna capture alot of what Saab has left behind ... and like the Mustang, which told Bob that there is indeed a lingering pony-car market ... Ford will teach GM another lesson ... that the demand for unpretentious near-luxury, aka "quirk", is quite pent-up.

[stevecmh]

Saab needs help now... otherwise i am scared it might fade away ..

[asim]

I believe that Saab CAN have a great future. Thats if GM does something like what the great RIA team here has done to Saab.

[Aerodynamix]

Funny how a lot of people think Saab should be under the same roof as Saturn. Granted, both brands' dealerships seem few and far-between to me but to me, that's because all the ones I've seen are dual-brand dealers selling both Saturn and Saab on the same lot. There's one here.

It makes sense to me to put only Saturn and Saab together becuase they are GM's euro brands. PBG dealers are fairly abundant everywhere I've been in Ontario and here in Winnipeg too probably because the 3 of them compliment each other. IMO, Chevrolet, Chevy Trucks, Cadillac, & Hummer should be the 3rd and final dealer network. Put all the Chevs in one building with Caddy & Hummer in another if you want but keep them close together on the same lot. Just my 2 cents.

[gotz_otto]

Yeah, a BPG stylle Caddy, Hummer and Saab would be pretty cool. In Minnesota there are only two Saab dealerships, both a half hour from each other. It would be nice to have closer options.

[t-rex]

Well if I ever buy a Saab, I'm lucky I have a dealer nearby. In Baton Rouge, Saab and Hummer are sold together. Strange bedfellows perhaps, but I was once at a luncheon and spoke to the manager of that dealership. He seemed quite happy with the arrangement, and told me that a lot of the potential Hummer buyers were at least taking serious looks at the Saab products. I reckoned his comment meant either a) all their showroom traffic is stimulated by Hummer or b) Saab buyers wouldn't look at a Hummer to save their life. As chalk and cheese as the two brands are, they have one common thread in that they both appeal to customers looking for something different from the rest of the herd. As nice as the 9-3 is (the rest of Saab's range is pitiful), it's just not quirky enough for my taste. Not that I'm quirky, I just think Saabs SHOULD be quirky.

I'm not wild about these ideas about combined dealers. Not unless they really complement one another. Saab/Hummer would work simply because they're both low-volume brands and appeal to an upscale buyer. And Hummer's crazy neo-quonset hut architecture kinda fits in with Saab's "intellectual" theme. Pairing Saab with Saturn may work as well, but as one poster noted, buyers would be effectively be bringing their vehicles in for service at a "Saturn dealer." I would avoid putting Saab and Caddy together. Strikes me sorta like Lincoln/Infiniti dealer... just too odd.