Brand dilution

David over at Thirdway Advertising Blog has a great post on his site about the ongoing dilution of the Saab brand. Whilst I don’t necessarily share his pessimism about Saab’s medium to long term future, it is a timely reminder that the things that make Saab the carmaker that I love are becoming less and less prevalent.

Don’t get me wrong, I’ve driven the 9-3 on both road and track and it’s as much fun as you can have sitting down. The 2005 9-5 is a beautiful car and as comfortable a tourer as you could ask for. I’ll reserve my comments on the new 9-5 until I drive one next year.

David sums a few things up pretty succinctly:

The most important thing about the Saab from a branding standpoint is that it embodied the three characteristics of great brands – it was authentic, it was unique and it was consistent. In this world of the Gap, Starbuck’s and McDonald’s the value of brands that are different from the mainstream cannot be overstated. Saab had that.

Even more succinct:

Great brands have in intuitive ability to get the small things right.

If there’s one thing that’s evaporated from Saab’s build language, it’s this. Corporate development has taken the place of intuitive development and I fear that the newer Saab models might suffer from this. We’ve all lamented the loss of a hatchback Saab and as good as the 9-3SS is, the practicality of a Saab hatch was pretty much without equal. Sportiness, comfort, safety, performance and practicality all rolled into one.

These days it would appear that models have to toe the corporate line of fiscal responsibility before the practicalities of the design are nailed down. When you read that GM is allowing Saab’s designers more creative freedom, it’s a relative turn of phrase, I’m afraid.

I’d encourage you to read David’s article: Sad case of Saab.

I’m quite optomistic about the future for Saab. I refuse to believe that a car company with so much to offer could be left to wither. It’s going to take a fair bit of faith on the part of someone with fairly deep pockets, but I still firmly believe that the Saab design ethos is timeless, and therefore able to carry on into the future.

Bob’s Aero

Saab USA have all three ‘Born From Jets’ ads on their website. You can view them by clicking here: Born From Jets.

I’m not sure I’d bother if I were you, though. It’s truly a case of “Seen one, seen ‘em all” as all three ads are exactly the same, except one has a convertible, one a sedan and the other a Sport Combi. I guess Jay was right when he said they were working within a tight budget.

The interesting thing on the cover page, however was the link to Saab concept vehicles, with the by-line: “It’s your chance to see what’s just down the road”. Now, I don’t take that as any sort of promise that we may see a 9-3x some day, but it’s interesting to see them push it that way.

Interesting too, was the fact that the 9-3x press release says the following about Bob Lutz:

After a few minutes of prepared speeches, a surprise guest took the stage – none other than GM’s own Bob Lutz, driver of an ’02 Aero SportWagon and an avid supporter of the Saab brand. Lutz spoke briefly about the dedication and loyalty that buyers have shown to the Saab brand, and promised that GM shared the same dedication.

First up: I wonder if Bob’s still driving a Saab on occasions.

Second: I wonder how that promise in the last line is holding up.

Monday morning Saab snippets

If posting is light at the end of this week, it’s because I’ll be in Melbourne picking up my new ride: a 1999 9-3 Viggen. The car has been scrutinised by more men that Elle McPherson and finally, the price has been negotiated and agreed. All that remains is for me to jump on a plane on Thursday night, drive it for myself and then hand over a cheque.

Needless to say it’s going to be a long week while I wait for all that to happen.

Thanks to everyone for your words of wisdom, caution and encouragement in previous posts on this topic. I’ve always been after something that’s a little bit different and a little bit special. The Viggen fits this bill perfectly both in it’s authenticity and rarity.

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Thanks to Eduard for providing the rest of the AutoNews article on GM mulling over the new Saab crossover. The article, unfortunately, doesn’t say much that’s Saab specific. I’ll be doing a summary on the known factors involving the 9-4x shortly, though it’s possible the crossover they’re talking about in this article is an entirely different vehicle.

The AutoNews article can be read here in comments.

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Who wants to take bets on what new Saab model we’ll see at the Geneva Motor Show in March 2006? The contenders:

9-2 replacement concept vehicle – the so-called spiritual successor to the 900
9-4x – smaller SUV than the jurassic 9-6x
Sonett concept – yes please! But not a likely starter IMHO.

I think the 9-4x is the most likely. All I can say is that there better be something new shown in 2006.

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In addition to negotiating the purchase of the Viggen this week, I’m pleased to report that I’ve also sold my old 99 Turbo to a Saab Car Club member here in Tasmania. Bill has several other Saabs, including a nice, red 9000 Carlsson. The 99T will sit for a little while as he collects bits and pieces to fix it up a little. Great to see it going to a good home.

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It’s hell trying to search Google News for Saab stories here in Australia. Last Saturday saw the running of the “Saab Quality”, an important horserace in the leadup to tomorrow’s Melbourne Cup – the race that stops the nation. You search for Saab and it’s all horses, horses, horses!

At least it’s generating some good publicity amongst the punters.

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Now, if I can just find an Australian supplier for the Viggen Rescue Kit…….

Saab O The Weekend

Big thanks to Zoltan for sending me in a bunch of pictures, including this beautiful rear quarter shot of a late model 9-3. I’m getting quite fond of the 9-3 lately, so this one was right up my alley!!

Saab 9-3 rear.jpg

If you’d like a photo of yours published as a SOTW shot, then just email me the photo and I’ll drop it in the queue. Please remember, we’re after great photos, not just photos of great cars. To view all of the SOTW photos, click here: Saab O The Week.

So little news, so much time

There’s been precious little Saab news to report in the last week.

Back in August I wrote an article here called There But For The Goofiness of ???? Goes Saab. The article was about the fact that Saab were effectively about 5 years behind their competitors. Contrast this with Audi, who accelerated their model development right around the same time that GM beancounters killed Saab’s.

Contrast again: Saab’s slow news week(s) with Audi’s. There’s been the Shooting Brake concept, news of the V6 model A3, news about the A6. News news news. The guy who runs German Car Blog must have smoking servers from all the Autoblog referrals he’s recieving – and that’s just in the last 7 days!!

Not counting the A4 Avant review (which meant 4 seperate days of articles on its own), Autoblog has Audi stories on October 4, 11, 19, 20, 23, 24, 24 (again), 25, 27, 27 (again) and 28. And that’s just on Autoblog. Edmunds, Autoweek and other prominent sites have all had plenty to write about this month too.

I wrote to Saab several times earlier this month seeking answers to interview type questions and got a big fat zero in reply.

Saab: Here’s a tip: humble and small as a blog like Trollhattan may be, bigger services such as Autoblog use little services like Trollhattan as feeders. They’ve used several stories from Trollhattan this year and the interest is always huge. My numbers get way bigger than usual when they link to me. As I usually get around 1,000,000 hits a month, you can imagine what an increase in this number due to an Autoblog link means in terms of extra people reading about the latest Saab news (“conquest readers” if I can use that analogy).

It generates plenty of interest and if you build some momentum it will roll for some time. Again – look at Audi.

Hell, don’t use Trollhattan as a service, but at least get SOME news and interest out there.

More crossover mumblings

Owing to the fact that at times, I can be a monumental tight-arse with my money, I don’t have subscription access to the Automotive News website. I can tell you though, that they have a by-line stating:

General Motors is considering a crossover vehicle for its Saab brand. GM would base the vehicle on a Cadillac concept …

This coincides pretty well with a few things that have popped up in the last 2 weeks. Firstly there was the AutoTelegraf article earlier this month that made it pretty obvious that some research had been done into a Saab crossover option:

Saab will get a Crossover. The Swedish design department have worked for some time at this model, in which they have tried to make a car with Saab values from the beginning, so says an employee of the fabric to AutoTelegraaf.nl. The car, a cross between a hatchback, combi and an SUV, has been developed the last months,

I also first published rumours of a Caddy/Saab Crossover project, as reported in Sweden, in this post just over a week or so ago.

I just got an email about a Swedish news article spouting about a Cadilac BLS-based crossover vehicle. What? On epsilon? Apparently so. I’m waiting to see if there’s an online source for it, but if so, could that mean good things for a Saab 9-3 Crossover too?

Of course, in that article, it was only a Caddy crossover specifically that was being written up, but the obvious connection was that being built in Trollhattan, and with research already being done (as per the AutoTelegraf article), the potential for a Saab version of this vehicle is quite large.

I’ll have a 9-3x, please.

If anyone (Edusaab?) has access to the AutoNews article I’d love to have a read of it (hint hint).

9-3 Conv Photos

Two weekends ago I had the distinct pleasure of touring about in a brand new 9-3 Convertible. I was planning to write a big weekend review, but with all the fuss and bother with the Viggen in the last week, I just haven’t been able to form enough coherent thoughts to put pen to paper (or fingers to keys).

Suffice to say that except my trouble in getting a CD to play, the car drove superbly, carried me comfortably and the versatility of the roof design gives Saab justice in defining it as the 4-seasons 4-seater.

The following photos were taken by a good mate of mine here in Hobart, Stu. We’d meant to do a bit more tweaking, dodging and burning with these, but I think they stand up OK as is. My words would have just been an accompaniment to the photos anyway, so i think I’ll just post them and stand aside.

9-3 Conv cremorne.jpg

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9-3 Conv interior.jpg

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9-3 Conv engine bay.jpg

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9-3 Conv on road.jpg

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9-3 Conv dash driving.jpg

That’s me driving, tres sophisticated in my flanelette shirt and trusty old SCCA cap!! Stu riding shotgun (or Canon) looking cool in the sunnies.

swade n stu.jpg

Saab Design Interview

The Canadian paper, Globe and Mail, features an interview today with Simon Padian, Saab’s head of design.

Nice to see him immediately toeing the corporate line:

Did you know that the first Saab vehicle was designed by aircraft engineers who had never built a car?

Look, I know it’s a good thing that they’re promoting the company’s heritage, but I start to get cynical very quickly when I see big conglomerates peddling quaintness, especially when they’re pretty much the anti-quaint type at their core.

It’s an interesting although brief read and unfortunately it says nothing of future models, focussing instead on the 9-3 Sportcombi. You can click here to read the original, or you can read it below as I’ve reproduced it for the archives.
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