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Finally, in the late '90s lets assume that Saab had more of a performance option than just a 4 cylinder, turbo charged to within an inch of its life in the Aero. To accomodate the emerging performance market Saab would have had a decent 300 HP V6 with a turbo hanging off each bank in the 9-5 Aero and the 9-3 Aero would have received the turbo 4 now in the 9-5 Aero. Audi dealers would not be happy to have an 9-5 mop up the S4 market and generate showroom traffic. There might even be a diesel option in the 9-3 or 9-5 wagon. (l would have restricted the diesel option to the wagon to get a premium for it and to really carve out a niche.) This would have been a killer for all those that couldn't swing an E Class Diesel Wagon or wanted something different than an SUV. Additonally, the chassis would have been stiffened and the words "torque steer" would not be synonymous with Saab.
Besides changing the content to keep pace with demographic trends and the competition Saab should have developed a third model.. Seemingly all successful car companies have a three model lineup, with variants.
OK, where would Saab be today with appropriate content and a three model line of bona fide Saabs? IMHO they would be probably selling at least as many cars as Audi, the Johnny come lately to the party, and closing in on Volvo. The shame of it is that Saab was on second base and looking toward home plate when their competition was still trying to get on first base. Then they fell asleep in a nice Waspish way.
I agree, saab could be in audi's spot. Audi almost pulled out of the US, after all.
Does volvo really sell more cars than audi? I thought it was the other way around,
Saab would also have built a home grown crossover around 2002ish if they made all the right moves.
Are they closing down the Aero Academy? 9-3 Aeros are not eligible, and they dumped all 9-5 trimlines, in favor of just 1 model. Will they still send 9-5 owners down to Georgia?
And if they made all the right moves this discussion would be called The Future of Audi....
Maybe Saab is headed for better days, we'll just have to see what GM shows us and put out a verdict...
Not so incidentally, has anyone recently priced out a two day Porsche school weekend? With less instructional content than Saab, a weekend at the Porsche North American school is about 4K per couple for tuition alone. Plus expenses. This new Porsche owner figured that the after tax 7K (two round trip airfare tickets, three or four nights at something better than a Motel 6, maybe $1500 in dinners, drinks, incidentals, a rental, etc adds up to 3K real fast) better belonged in his pocket.
This sounds oddly similar. I'm looking forward to seeing them in Saab dealerships.
http://www.thecarconnection.com/Enthusiasts/Spy_Shots/Spy_Shots_08_Opel_Crossover.S178.A93- 84.html
Probably very accurate. The last true 9-3 Saab was manufactured in 2002, and the 9-5 (while very Saab) is dated. GM has lost much of its Saabophile base in favor of the mass public, whose fidelity is fickle. Ill-conceived 9-2 and 9-7 models just add to the sense that Saab has totally lost direction.
It sells the soul of the brand, though, what happened to:
The State of Independence, where all cars are turbocharged?
At least the 9-2x was a turbo.
-juice
I am personally very excited by what the GM of SAAB had to say. I think the future is bright, and the future won't include rebadges !
Rocky
Saab could have been the US version of Opels, to keep a Euro character. But that's what Saturn is going to be.
So what will Saab be? More rebadged Chevys with extra sound insulation?
-juice
Related ArticlesFirst Drive: 2006 Saab 9-3 SportCombi Saab 9-5 Gets Modest Face-Lift for 2006 Model First Drive: 2006 Saab 9-7X More InfoMore Features More Personalities Features ToolsE-mail This Page To a Friend Inside Line Q&A: Saab USA's Jay Spenchian
PhotosSlideshow
(Enlarge photo) Jay Spenchian (Photo courtesy of Saab Cars USA)
(Enlarge photo) Saab, in the midst of its biggest launch year, introduces its first sport-utility vehicle, the 9-7X. (Photo courtesy of Saab Cars USA)
(Enlarge photo) Saab introduces the 9-3 SportCombi this year; it will use the SportCombi designation on all wagons. (Photo courtesy of Saab Cars USA)
His New Job? To "Invigorate a Renaissance Within Saab"
By: Anita Lienert
Date Posted 07-18-2005
Jay Spenchian, 46, named general manager of Saab Cars USA April 1, says his task is to "invigorate a renaissance within Saab." He presides over the General Motors Swedish brand during its biggest launch year ever, including the debut of its new 9-7X, the brand's first SUV. Spenchian joined GM in 1998, holding a variety of positions with Cadillac, including marketing director for the CTS, XLR and SRX, and Escalade brand manager. Prior to joining GM, Spenchian held brand management positions with The Pillsbury Company, Sara Lee Corporation, H.J. Heinz Company and PepsiCo Inc. He has a bachelor's degree and an MBA from Michigan State University. He was interviewed for Inside Line by Anita Lienert at the media launch of the 2006 Saab 9-7X in Quebec City, Quebec.
Word is Saab could get as many as seven new products. What's the plan for the next year or two and beyond that?
The 2006 9-7X, the medium-lux utility, and the 9-3 SportCombi, a wagon in the late fall as an '06 model. We have the 9-5 midcycle enhancement — exterior and interior changes, pretty significant from a visual standpoint. A lot of the same cues that are in the 9-3.
Any powertrain changes in the 9-5?
No. We're pretty happy with the powertrain. We'll have 260 horsepower at the top end on the Aero.
Is there a successor to the 9-5 in the pipeline?
There's a pretty strong successor in the pipeline off the global Epsilon platform. We are working on that right now.
When could we see that?
In the next three to four years.
As a 2008 model?
2008 or a little bit further out than that.
Can you tell me anything else?
We're looking at all-wheel drive as an addition even though it's a shared platform [with the Cadillac BLS], it will be uniquely Saab.
What else are you adding to the portfolio?
The V6 engine, the 2.8 turbo that's being added to the 9-3 lineup across the board. That will be in the fall in conjunction with the launch of the SportCombi and the new 9-3 offerings, the convertible and the sedan. The Aero version will have 250 horsepower in a V6.
Beyond that?
The next year, we've talked about looking for a three-row vehicle in the utility area and also looking at another utility in the entry-level space, in the 9-3 space — an X3 fighter. That probably takes us out four to five years.
By 2010, what will Saab's portfolio look like?
It will look pretty strong because you'll have entries in all the major growth segments and then you'll have refreshes, totally new vehicles in two of the primary segments. With the addition of all-wheel drive and possibly some other potential engine choices we're evaluating, we'll have all the bases covered.
Are you trying for all-wheel drive across the entire lineup?
The goal is to do that if we can.
What's the time frame?
Four to five years out.
Is that one of the major goals?
It's one of the requests we've made. The folks in Sweden see the need for it, too. It's a good fit with the brand.
When will you publicly unveil the new 9-6X crossover based on the Subaru B9 Tribeca?
Not determined yet. Right now, we've made some requests from the folks helping us with the 9-6 about making sure we have the proper differentiation and the things that will make it uniquely Saab.
When is the earliest it could go on sale?
Probably spring of '06 — the earliest. Any later than spring puts you into the '07 model year.
Will the 9-4X crossover that's supposed to come off the Theta platform have more SUV cues, like the Chevy Equinox or will it be more of a tall wagon like the Saturn Vue?
Ours has an aggressive look. It would be competing head-to-head with the X3. It would be an aggressive wagon, but a little bit lower than a normal SUV. But it would have an SUV-like look. It would be like the Equinox, but sportier-looking.
Do you need the 9-4X in the lineup?
We definitely need it. If you look at the affluent lifestyles, people want versatility. They want packages where it's fun to drive — if they give up their sport sedan. The price point would allow younger families to get a chance to experience Saab.
So there is a 9-4X in the pipeline?
We are evaluating that segment for sure — it's pretty safe to say.
What is the time frame on the 9-4X?
Within four years.
By calendar year 2009?
Yes, calendar year '09, as a model year '10.
Isn't the 9-7X due to be replaced in about two years?
If this vehicle goes like we think it goes, there's a lot of us talking about how to extend its life. Potentially, the 9-6 and a 9-7 could coexist.
Why didn't you just wait until the Lambda-based 9-7 was ready for production?
We looked at it and thought this could make a very credible entry and pick up volume that we've lost. Thirty percent of Saab buyers leave the franchise because there's no SUV. And 40 percent have a different SUV.
What's the plan for the next-generation 9-2X, which was a modestly refashioned version of the Subaru WRX?
We are in the process of talking about that. All of us would agree that we'd like to maximize the differentiation. So, there's a desire to continue the relationship.
What's the time frame?
Nothing official yet. We've got a commitment for the 2006 model to continue. We've got it to a steady state now — a regular volume. The major change is all part of ongoing negotiations. It's an attractive segment. If possible, we'd like to improve on the differentiation.
Will the new one come from Japan or North America?
I don't know.
Saab lovers have been hoping for a modern-day successor to the old Sonett sports car. Is there something like that in the plan?
Possibly. Maybe as one of our upcoming concepts. We may test the waters. But nothing firm for production.
Would it be called a Sonett, and is that a good name?
We haven't decided. Globally, [the name] might be. There's a familiarity with Saab loyalists. I'm not sure what it says to somebody in the U.S.
When is the earliest that we could see that concept?
It won't be this year. I guess the earliest is our next concept car — not for the '06 auto show circuit, but maybe beyond that.
When production of the 9-3X moves to Russelsheim, Germany, will the
-Rocky
Good article !
Brand management = rebadging.
He's not even a car guy. He knows more about baking, food, and soda!
Saab is doomed.
The article is out-of-date, for instance the 9-6x project is long gone.
-juice
Agreed. Saab's pretty much doomed.
Unless GM can REALLY turn the thing around.
How long can the "Born from Jets" slogan last anyways? After a year everyone will know they used to build jets, so then what?
As is, i think the 9-3 is a very nice car and quite competitive. Potent v6, leather, sunroof, fogs, xenons, leather and a lot more for 32K. I don't really care if people like the marketing campaign.
dave
That convertible looks really stunning, IMO.
OTH he did do a good job marketing the CTS.
I wonder what happened to the woman who was his predecsor?
M
Will GM have the patience and money to carry through. I don't think so.
Everything is 4-5 years out. The competition is here now, where will they be in 4-5 years out - still ahead?
But five years down the road, where will Infiniti, Audi, Acura, Lexus, BMW, Mercedes, and Volvo be?
Far far ahead. Unless GM seriously pumps some money and marketing (and NOT the Born From Jets slogan) into the brand.
Bringing out a unique, three row crossover with turbocharged engines and AWD might bring in a little showroom traffic.
9-2 and 9-7 have gotta go.
Epsilon II is YEARS out, probably 2010 for the Saab model, which will be close to a decade the "old"/current 9-3 continues to run. And the 8 year old 9-5? Who even knows, right? Certainly nothing in the next two years. You can bet your buttons the 9-2 will drop off the radar within a year or two, once Subaru redesigns the Impreza for the '07/'08 MY. And the 9-7 is so badge-engineered, it mimics perfectly the "differentiation" between the four "different" models of the GM minivan. Painful. Gotta go. No way did THAT come from jets.....
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
you guys all assume that SAAB was this wonderful car company - they put a lot of junk on the road before GM bought them. Today's SAAB is more dependable than any car SAAB ever put on the road.
I'm not saying GM has managed the SAAB vehicles as well as they should have, but you guys sure have some rose-colored rear view mirrors.
Both Saab and other GMs should benefit from cross pollination of technologies, ideas and even parts but the brand needs to stay distictively Saab. Ford has done this (ie Volvo, Jaguar, Landrover, AM)
It's really surprising, actually, that they haven't criticized the 9-7 more on the same score. Seems like they have largely ignored that model instead.
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
On the other hand Landrover has a brand name to protect and a loyal following of onwers and wanna be owners despite their cost, reliabilty and heavy depreciation. Sound familiar?
GM could have done a better job (like Ford with Volvo)
And there are people out there that still love their Saabs even though they have have had numerous repairs, break downs, and severe depreciation.
You have a loyal buyer base that knows a real Saab when it sees one. These buyers turned their backs cold on the 9-2X and 9-7X.
Some nice genuine new product would certainly enlarge the loyal buyer base
GM could throw billions into Saab to play catch up but it ain't going to work because the opposition is pulling ahead, the brand doesn't have much equity left, GM/Saab is saddled with high labor costs, slow moving bureaucracies, bigger fish to fry, etc. etc. The future of Saab has got to be no higher than 75th on a list items that the President of GM thinks about on a weekly basis. (First place position is will he keep his job after losing 14% of the total value of GM in the stock market in about two weeks.)
The only people who are going to make any money from Saab going forward are those smart enough to do an independent on line parts depot for Saab service parts/body panels, etc. when GM throws in the towel and no longer supports the line.
Make it a better car, price it lower, put out a longer warranty, advertise the heck out of the car, and hope that the yuppies start rollin in the door.
Somehow I don't see the new guy doing it. (Anyone want to guess what his POV is? Coming out of Caddy and living in Dee-troit, maybe a 'slade?).
Then comes the punch line. "And then in about four years...Saab will have addressed the 9-5s biggest flaw..with the introduction of all wheel drive."
This is comical. These guys don't HAVE four years. Moreover, all the people they drag in and sell to the "new" '06 will already be out of the '06 and into another car by '10! That new '10 car will be German if they can afford it (the dollar will play a role in this) or Japanese if they can't or don't want to. End of story.
Can't Saab temporarily borrow Versatrak? Or any other AWD system GM has on the shelf? Can't GM get it? Saab doesn't HAVE 4 years unless they're totally overhauling the product line.
Speaking of overhauling the product line, here's my NEW (well not really, I just sorta tweaked it a little)
Saab 900- Compact Premium sedan, hatchback, and convertible.
Saab 9-2- Compact Premium SUV. The XC50 is coming. This can be Saab's answer. (And NO, I don't want a rebadged Saturn VUE)
New trimlines: S, SE, Aero (for 900, 9-2, 9-3, 9-4)
Trimlines: SE, CSE, Aero (9-5, 9-6)
the rest of the lineup is the same as the old one. scroll back a couple of pages and it'll be there.
Saab doesn't have 4 years! Can't GM get with the program?
2014 Mini Cooper (stick shift of course), 2016 Camry hybrid, 2009 Outback Sport 5-spd (keeping the stick alive)
Jchan2, sorry, I just didn't get your alphanumeric designations. But by the way, I think that the Saturn Vue looks pretty good. In retrospect THAT should have been the basis for the 9-7 not the Trailblazer. IMHO a AWD SAAB version of the Vue with leather, roof, sterio, and a Saab engine would have been a more commercially viable project than trying to get Saab buyers to buy a GMC truck. The Saturn customer buying expericence and demographic seems closer to Saab than anything else at GM.
Speaking of Saturn, without giving it too much thought, the Saturn customer seems to be domestic version of the Suburu customer. And the Suburu customer is the logical recruiting grounds for the Saab customer. (Of course, before Saab moved upscale its customers then were the fathers and mothers of today's Suburu customer.) So, anything that links Saturn with Saab has got to be good.
And about the 9-5 AWD. GM should just hurry up and write Haldex a check for AWD systems on all of its models.
Perhaps Saab and Saturn could be saved together with a cross promotion plan and product sharing between the divisions. Saturn could fight the imports (which was its purpose in the first place) with the older Saab paltforms (not the current ones, but in the future) and Saab could get unique platforms that get redesigned every 6-7 years. The old platforms are then handed down to Saturn to be used for another 6-7 years, thereby saving on development costs. Saturn could save the Spring Hill plant, Saab could keep Trollhattan.
It works. Now all of us just have to pester GM to death, or one of us should become a GM executive in charge of Product Planning
And the kids of Saab owners could be sold a Saturn to start (not an ION, something better) then ideally they would trade up the ladder when their income and age rises. (sorta like the whole Scion-Toyota-Lexus thing)
But look at the result: market share going down faster than a plane without the landing gear deployed. Cars that no one really gets up in the morning and wants to buy. To move them they are sold with humongous subsidized leases (e.g., Saab) or at a deep discount (the rest of the line). Cars that are technologically a generation behind the competion: almost 100% recirculating ball steering, two valves per cylinder heads, solid rear axles, minimal air bags, unboxed frames, pickup truck interiors on their big SUVs, such a lousy inhouse 6.2/6.5 diesel they had to go to Izuzu to come up with the current one, etc. etc. All in all the kinds of vehicles that work great in the UP of MI but are not competitive in the global economy.
Does Lutz read these boards? If he does I think he's realized he can save Saab and Saturn at the same time.
Porsche seems to know how to make money while producing low to medium quantity high quality cars.
I can dream that GM will lose patience with Saab and sell it off to Porsche for a good price. I certainly won’t be buying a Chevy Malibu with a Saab badge pasted on in a few years.
http://www.leftlanenews.com/?p=769
Saab=safe, practical "economical" cars with some performance
porsche=performance machines.
I think that GM makes some sense and could work, but they're botching it.
dave
BUT where would VW fit in?
Just kidding. VW could help in Saab's development of a fitting Crossover.
The two companies would work. But Porsche probably isn't interested in an acquisition.
At least VW has turbocharged engines and FWD platforms. But saab competes with audi, and VW to some extent.
OTOH, i'm not a businessman.