Saab Concepts Inspire New Product Offensive

In showing two concept cars, the 9-X BioHybrid and 9-4X BioPower, Saab is preparing for an unprecedented level of product development, says Jan Åke Jonsson, Saab Automobile’s
Managing Director.

The 9-X BioHybrid is a vision of what a future premium compact car from Saab could look like; while the 9-4X BioPower is a statement of Saab’s intent to enter the growing Crossover segment. Together, they are evidence of Saab’s plan to enter all major segment of the car market.

“The Saab brand is on the move,” says Jonsson. “The 9-X BioHybrid shows what we could bring to compact car design in a number of areas, such as progressive design, driver focus and efficient performance. It also shows that we are determined to grow the brand by expanding our product portfolio.

“The 9-X BioHybrid is a visionary design, looking ahead to where we could be. We are showing it alongside our Crossover concept, which is closer to going on sale. The global Crossover segment has trebled in the last seven years, but we have not been able to offer customers a Saab alternative. That will now change and the same will apply to other growing segments where we see potential for our brand.”

In the last five years alone, Saab has launched four new models and now shown six concept cars, including the award-winning Aero X coupé. It has also introduced industry-leading BioPower flex-fuel models and advanced all-wheel-drive technology (Saab XWD).

“While we have come a long way in the last five years, I can say the next five years will see the rate of product development accelerate,” adds Jonsson. “Our target is to have the Saab brand represented in all major segment of the market, and to do that we anticipate rolling out new products at a rate never seen before from Saab.”

Jonsson points out that each new Saab product, like the upcoming Crossover vehicle, will draw inspiration from the brand’s strong Scandinavian roots in the areas of progressive design, driver focus and responsible performance with concern for the environment.

The Saab Brand Center in Sweden is playing an important role. A cross-functional group of designers, engineers and marketers, they are custodians of the Saab ‘genes’, tasked with nurturing and developing all the qualities that go into making a Saab a Saab.

Their responsibilities range from developing future product proposals to ensuring consistent brand communication on a global basis. In on-going product development work, brand center teams liaise with GM colleagues around the world, leveraging the group’s huge technology and engineering resources for potential Saab applications.

The Saab Brand Center also works closely with GME’s European Design Center in Rüsselsheim, Germany. It is a unique organization within GM’s global structure, with a unique way of working.

“Our brand values have never been more relevant than they are today,” adds Jonsson. “Customers increasingly want premium vehicles that meet their particular lifestyle needs which are also sporty and environmentally responsible. It is our intention to offer them products from Saab as a fresh and distinctive alternative choice.”