Yeah, I’ve seen this
I’ve had a few emails in my inbox about the reports stating that GM plan on taking Opel upmarket in Europe.
I don’t have time to address this fully, but here’s a couple of points.
a) This isn’t the first time we’ve heard this. I’m quite sure I’ve written a fuming diatribe on this in the last 6-12 months. I’ll let you do the searching for the moment.
b) Right now (and possible contrast to my fuming diatribe), it doesn’t seem to worry me too much. The really important thing is whether or not they’ll improve the materials and fit-n-finish in future Saabs. The anticipated price rise in the Opels is between 1% and 3% so that’s not huge, and not moving much into Saab territory. As long as the new Saabs that we see have appropriate improvements, expecially in the interior, then I’m OK with that.
Cadillac, on the other hand…….
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This makes sense, sort of.
I have been wondering why they deliberately move the next 9-3 downmarket, but there we have it. Saab must move over as Opel is supposedly going up.
I wonder which car will replace my SS when the time comes.
I see at least two problems here.
1) In Europe, Opel has never ever been seen as “premium”. No one even think of technology or design when it comes to Opel. It has always been one of the three major boring brands that build “cars” (the other ones being VW and Ford Europe).
2) Moving Opel upscale means moving Saturn upscale. Is that gonna work? I thought Saturn was created for another reason. And I have no clue as to how Saturn is looked at in the US. But if the new Opel gonna build more on the history as a German brand, why rename them as Saturn in the US?
I fear this a panic move by GM Europe. After the introduction of Chevrolet badged Daewoo’s, Opel got some serious competition from within. I’m not sure they were prepared for this, which makes me worried about exactly how carefully this is planned.
Also, this must be the first time ever I see the word “diatribe” in an auto blog…
Well as long as nobody goes diatribe on me.. Jag är ju så snäll
Let me tell you what Saab realy need.. They need GM to have the guts to produce..
..The Aero X.
They need a car that make people that would otherwise see Saab as a car in the greyzone to go: -What the F!
Saab needs the:
9-1 (9-2) 3 and 5D
9-3 SS, SC, Convertible and maybe a SH
9-5 SS and SC
9-4X
Aero X. Make it a 4 seater GT on the basis of the VXR8 but with Haldex gen4 XWD, Saab turbo and adapted to biofuels.
No it wouldn´t sell like crazy but it would make people testdrive and buy other Saabs.
Is the Audi R8 a huge seller? No it´s not. But it keeps a constant focus on Audi as a whole.
And comparing the Aero X and R8 I have to say that where the Aero X is beautiful the R8 is just truly ugly.. But different.
Saab need GM to understand that they need to become the “Audi” of GM Europe. And though Cadillac is a great product… eeh
I don’t think this is necessarily bad for SAAB. SAAB has always been a niche brand, this move may allow SAAB to stay a niche brand. Hopefully a profitable one at some point. If SAAB however remains a money pit, then GM may decide that Opel can better fit their needs in the rest of the world. Saturn has already been moved upmarket in the USA from where they started. Saturn was created as a brand for people who really did not like cars, so the emphasis was on no haggle pricing, inexpensive cars and top notch dealer service. Saturn dealers from their inception have always been in the top 5 in terms of customer service.
Interesting thought, Frank A. Maybe this shows a realization that Saab is a niche brand, after 18 years of ownership. Of course, the question that follows then is, is GM in the niche brand business? Saab and Hummer would be niche brands.