Monthly Archives: March 2005

So what’s in a name??

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With the announcement of the 9-2x and 9-7x in the last 12 months, many of us old diehard purists have called into question the strategy employed by GM and they way they’re ‘developing’ the Saab brand.  I’ve written several posts that dance around this topic, but I think a more direct liturgy may be called for soon.

It seems us old purists aren’t the only ones noticing.  The trend has well and truly been picked up by the motoring press.  But it doesn’t stop there either.

Brandweek is an electronic publication dealing with marketing and it’s just published an article about the dilution of brands in the automotive industry.  Unfortunately, Saab is one of their main cases in point.

HAVE brand loyalists become an endangered species? In the auto category in particular, the problem is not that customers have ceased to be loyal to particular brands but, rather, that companies and brand directors have betrayed their brand promises.

Why should a brand command the same recognition and appeal when its quality has been diluted and its founding values scrapped? Loyalty is the result of a repeatedly positive brand experience that creates a relation of trust between the customer and the brand. When brand defections occur, it is often because that trust has been shattered.

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Saab is another case in point. The original brand promise has evaporated as parent General Motors engages in mix ‘n match manufacturing. Components are thrown together in a melting pot, making the Saab brand a shadow of its former self. GM is uncertain about the future of the Saab, and it shows. About all that’s left of Saab in the new Saab 9.2 is the interior and the logo. But a badge on a piece of metal is not enough to create Saabness.

And consider Saab’s imminent entry into the SUV market with the 9-7X based on the same mid-size platform as the GMC Envoy and Chevy Trailblazer. How can a brand defend its claim to distinctiveness when it is manufactured with the same engine and components that make up a host of other brands?

As a loyalist, I say give me a good Swedish car with brand character that fits my personality and I will buy it. That’s what the Volvo S40, which shares a platform with the Mazda 3, has managed, but it’s an exception. For the most part, brand managers in the car industry are learning from hard experience that customers will not tolerate sameness or being taken for a ride.

A-Rex-ted Development

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Funny thing happened yesterday, prior to the sad events noted below.

I was driving into town and saw a Suuby ‘Rex’ wagon parked on the side of the road.  I saw it from behind and knowing the shape, got excited as I thought to myself: "Wow, there’s one of those new 9-2x’s!!"

Then I remembered we don’t get them here in Australia.  :-(

The 9-6x

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I took a look last night in order to try and collate all the info floating around the web as to the up-coming Saab 9-6x.  As most know, the 9-6x is going to be based on a shared platform with the Suuby B9 Tribeca.  Given that Saab’s recent outing with Suuby, the 9-2x, has been widely panned by those that view it at a distance (yet widely appreciated by those that actually get to drive it or own it), it’s going to be pretty important that Saab get involved with the project and produce a vehicle that is widely seen as a Saab, and not another ‘Saaburu’.

(Picture now removed due to change in domain name) This is the first concept sketch I’ve been able to find.  Whilst it’s not overly pleasing to my eye (each to their own I guess), it’s a heck of a lot better than the dog-ugly B9 Tribeca.

So here are the known elements from various spots around the web, collated for your convenience.

It’s been widely reported on all the bulletin boards and news services etc that 30% of the people that leave Saab do so in order to buy an SUV.  In addition, 40% of Saab owners have an SUV of another make accompanying their Saab in the garage.  The 9-7x and 9-2x are short term solutions to try and address these statistics.

As mentioned above, the vehicle will be based on a shared platform with the B9 Tribeca, a model that gives seating for 7 and is powered by a 3 litre six-cylinder boxer engine.  There’s no mention of whether a turbo variant would be offered as yet but being a Saab, it’d have to be considered. 

The interior of the Tribeca is quite futuristic, though I wouldn’t necessarily expect Saab to retain much, if any of it.  That was perhaps the biggest mistake made with the rushed-release 9-2x.  Both the Tribeca and the 9-6x are expected to built in Suuby’s Lafayette plant in Indiana.  I’d also expect that they might build them in Japan for the Australasian and European markets, but that’s just my guess.

As to the timing of the 9-6x, that’s a matter of conjecture.  One web service has it making it’s debut at the New York Motor Show, which starts March 25.  I’m thinking that there’s way too little chatter on the wires for this to be the case.  And there’s nothing on the NY Auto Show website to this effect.  Even if Suuby managed to get the Tribeca out in Detroit a few weeks ago, ahead of expectations, I’d be surprised if Saab did the same (but pleased).

Release dates are generally centering around 2007 but with some mentioning the fall of 2006.  This confusion is probably based on Model Year and actual dates.  Given that it’s going to be a 2007 MY vehicle, expect to see it in showrooms at least in North America in late 2006. 

Finally, here’s a spyshot some of you may have seen that claims to be a 9-6x.  Given the grill and rear structure I don’t think this is the case.  It’s much more likely to be the Tribeca.

You can click on any of the photos here to enlarge them.

I’ll keep this 9-6x category updated as any news comes to hand on the model and would appreciate anyone’s additional tips about the vehicle in comments.  Cheers.

New Look

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Decided on a snow-white look for a little while.  Part of the beauty of working with blogs.  Ease of change.

Any complaints or compliments, please feel free to comment.

Cheers.

Build it and they will come

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Saab sales fell in February according to Sweden’s English-language news, The Local.  In keeping with Saab tradition, sales fell by….wait for it…..9-3 percent (so funny).

Saab Automobile’s car sales were down 9.3 per cent in February while there’s been an overall 4.1 per cent downturn in European car sales.

With sales particularly poor in Germany, and the Netherlands, Saab’s Swedish competitor Volvo actually managed to increase 0.7 per cent for the same period.

"Some of our markets are struggling," admitted Saab Automobile’s press chief Christer Nilsson. "Things aren’t going so well in Sweden or the Netherlands."

Two markets where Saab is faring better are Britain and Spain.

"Our diesel Saab 9-3 is selling particularly well in the UK," says Nilsson.

Although after the first two months of the year Saab Automobile is 3.6 per cent in the red, the General Motors Group made a profit of 2.9 percent in February. This is largely due to the increased sales of Opel/Vauxhalls (3.9 per cent). Saab and Chevrolet pulled the figure down.

Whilst things look gloomy for Saab, Volvo continues to perform well: sales for January and February increased by 6.2 per cent.

So why could this be good news?  Well, for starters, nobody expected much different given Saab’s recent press.  The fact that this stayed within single digits is probably a blessing in disguise.  Second, it’s gives a great base for a sales improvement later in the year.  There’s the 9-7x to come out in North America and then the 9-3 Sport Combi.  One pitches to a new untapped market and one is looking to inspire the faithful.

The other good news in this story is that Volvo continues to revive itself by adapting to the market and actually winning new customers.  Australian V8 supercar driving legend Dick Johnson once referred to overtaking a Volvo at Bathurst as being like trying to pass a block of flats (i.e. an apartment building for you US readers).  Those days are well and truly gone with Volvo maintaining their reputation for European innovation and even gaining a reputation for style.  The seemingly impossible can be done.

GM could learn a few lessons here.  Saab had a great reputation for innovation and providing something others couldn’t – practical uniqueness.  The low-rev uptake of the turbo.  The huge boot space within a sporty looking hatch.  The great passenger space within a midsize vehicle.  Ergonomics (which most people back then probably thought was some sort of dodgy 1970′s fiscal policy).

Hope springs eternal.

Success beyond it’s scale in the 1980′s was undone by a lack of investment in the 1990′s and we now have the debacle we face today.  An innovative company that was punching above it’s weight being swallowed by THE quintessential corporate heavyweight that has little room for a real sense of individual identity.

Bob Lutz’s recent blog entry about the Cadillac BLS made for a some interesting reading.  In citing how great a car he thought the BLS could be, he compared it to others in class such as the Audi A3, BMW or..(my pause inserted)..the Saab 9-3. Almost as if it was an afterthought.

The 9-3 is a fantastic car.  The Sport Combi is going to be another fantastic vehicle and may prove to be the shining light of the fleet when it arrives later this year (2006 here in Oz). 

What Saab really needs in order to raise the bar is a hero car.  A Mustang.  A Viper.  An M series.  A car that will grab punters by their collars and shout ‘Buy me you dumbass!!’ as they’re wandering around the lot.  It should be proven in Saab’s tradition – with turbo, a hatch and a bunch of decals as it whips around the tracks of the World Rally Chamionship.  Some say this costs too much but you’ve got to spend money to make money and GM has some depth to its pockets.  Look at Suuby, Toyota, Peugeot and others.  All good in the rally field and all with heaps of cred.

Bob, I know you’ve got it in you.  Ed Welburn – you too.  The dollars are there.  The market is there.  (Go read the bulletin boards, they’re your customers and they’re SCREAMING for this).  The only thing that isn’t there yet is the car.  Buried somewhere in your drawer is a picture of a 9-3x.  Go get it out, dust it off and figure out a way to inspire people again.

A great article just a few days ago called for GM to contemplate some judicious risk taking with Saab.  It’s a great idea.  I remember another story where someone said "build it, and they will come".

Bob.  Ed.  Build the 9-3x.  And they will come.

And yes, I’m still available to come and make this rallying and revival dream a reality.  Call me.  Email me.  Whatever.

Some thoughts and opinion on the 9-2x

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It’s been interesting to read the various thoughts and opinions floating around on the Saab 9-2x (otherwise known as the Saaburu).

The main consensus opinion seems to be that this is one heck of a good car for Saab to use as an immediate entry point into the sports-SUV market.  In Aero trim it’s an aggressive looking vehicle with enough power under the go-pedal to keep more than most punters happy with their purchase.  The other consensus opinion out there is that GM-Saab have dropped the ball on advertising and marketing this baby.

The immediate impression on seeing the car is that the 9-2x is merely an Impreza with Saab badges and a few new panels here and there.  Well, let’s dispel that myth for a moment, shall we?  Courtesy of ‘Grimace’ over at Saab Central, here’s a list of the features differentiating the 9-2x from it’s Suuby origins.

Saab unique front exterior styling
new aluminum hood with redesigned hood scoop on Aero
new front fenders
new front grille and bumper cover
new headlamps, marker lights and projector driving lights

Saab unique side and rear exterior styling
new tailgate and rear bumper cover
new rear roof spoiler
new rear taillamps
17" alloy wheels standard (in Canada) on Aero
Saab specific Bridgestone tires

Saab unique Chassis
Steering: improved on-center feel/feedback as well as better response & linearity
Handling: improved overall stability, particularly emergency handling fully laden
Ride: revised shock tuning for a more controlled ride. Less low speed rebound & compression
new dampers
new suspension bushings – stiffer anti-roll bar bushings
100% stiffening of the front sub-frame where the steering rack mounts
unique lower steering gear ratio of 15:1 vs. previous 16.5:1
aluminum rear suspension forward lateral link
10mm shorter rear bump stops

Saab unique interior materials
upgraded carpeting
two-tone cloth seat materials
availability of leather interior
instrument cluster with metallic trim rings around the gauges
upgraded door panel materials
metallic centre stack dash fascia

Saab unique insulation kit
dramatically reduces noise, vibration and harshness
heavier toe-board insulation and addition of fender insulation
rear quarter trim sealing, tailgate sealing
acoustic treatment on roof trim
insulation under the shift boot
new rear engine mount

Saab unique active head restraints for the front seats

Security System (n/a Impreza models)
Block Heater (n/a Impreza models)

Leather interior optional on Linear & Aero (n/a Impreza models)
Sunroof optional on Linear (n/a on Impreza Outback Sport)
6 Disc In-dash CD Changer optional on Linear (n/a on Impreza Outback Sport)

Heated Front Seats & Outer Mirrors optional on Linear (standard on Impreza Outback Sport)

Warranty: 48 month/ 80,000 km (Impreza models 36 month/60,000 km)
Saab value advantage approx. $1,000

Freight & PDI: Saab $1050 (Impreza $400 Freight + $795 PDI=$1195 total)

Now THAT is a pretty decent list.  I’m still quite disappointed that there isn’t a real Saab interior inside the car, but as an entry point into the marketplace that was put together in a relative hurry, some upgraded materials will have to do. 

It’s a shame that more people don’t know about this car and for that, GM has some questions to answer.  I’m not US based so I don’t get to drive the car or see the advertising. Unfortunately it sounds like no-one else does either, whether they’re in the US or not.

But the few that have got their hands on one of these cross-bred beauties are more than just a little bit chuffed.  Again, from the 9-2x BB at Saab Central:

Skitzo:  Well in just over a month I will be picking up an Artic Silver 9-2X aero (manual) and cannot wait.

Kazimierz: So after a lot of debate, i’ve decided to pick a 9-2x Aero as my new car (black). I was going to pick up the WRX STi, but the Saab just looks so much better.

Gripen: I got the 9-2 X Aero loaner car when I brought in my 9-3 SS to the dealership for the seat belt recall and some other warrantee work. It’s definitely a nice car, and it’s fast. All wheel drive is excellent in handling, and looks is alot better than the Impreza WRX wagon.

MikeNeri:  I’ve been very happy with my Aero over the first 2 months. I’ve driven both Linear and Aero in both auto and manual and I must say, if you decide to get one, go with the Aero with a 5-speed. Its just so much more fun than the rest.

TC: Drove both the Linear and Aero at the Saab proving grounds last summer. Both cars handle extremely well (gotta love awd). Power is lacking on the Linear and there is some serious turbo lag on the Aero until about 4k rpm, but once you hit the sweet spot in the power band the Aero takes off.

Chad (Saabnet): I crossed the 10k mark early this week with my 9-2x Aero(Premium/Cold). The car has been a blast to drive and I’ve had ZERO issues with it.

Get the idea?  People are pretty happy with this car and in the US, where dealers are offering all sorts of groovy discounts and incentives, the climate would be right for a GM advertising blitz on this model to lift its profile.

GM wants Saab as its premium global brand?  Then back it up!!