Swedish newspaper Dagens Industri published an interview today, with the Vice President, GM Europe Design, Mark Adams.

There’s some very encouraging stuff in there, including some promises about interior materials that keep me waiting with anticipation for the Saab 9-5 early next year.

My thanks to ctm for providing the translation.

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We meet at the Saab Museum in Trollhättan, and could go on talking about the history for hours - and spend some time on the fact that GM is 100 years old on Tuesday next week (Congratulation!).

But Mark Adams, Vice President, GM Europe Design, has more important things to talk about. Like the future of Saab.

Mark Adams is another one of all those Englishmen that are about to take over the Swedish car industry. Simon Padian is already in place at the Saab Brand Center in Pixbo outside Gothenburg - and Volvo Cars is almost an English colony with four Englishmen in the top level management.

As Vice President, GM Europe Design, Mark Adams has the final responsibility of how future Saab’s are shaped. With only a slight exaggeration, one can say that he holds the Swedish brand in his own hands - and taking it further, Trollhättans future depends upon him doing the right thing. But I can’t resist a look back at the history.

What is your first Saab experience?

- “It must have been my wife’s uncle’s Saab 900. He has been a Saab fanatic for ages. He has now replaced it with a 9-3, he waited until the SportCombi arrived. But he still talks with admiration about his old 900.”

To mark the GM celebration, we ask Mark Adams to choose the ten most important cars in GMs history from a designers point of view - a list that includes the first 900 Turbo.

- “That car has a unique character. That is something I try to revive at the moment.”

You are not going for a retro design, are you?

- “No, no. I want to capture the soul, the spirit of the 900, but in a modern form. What I do not want to do is to take the brand down a dead end road, one where you can only look back and never go forward. There are brands that got themselves into that position, though I’d rather not name them.”

And that is something he usually explains to his team:

- “It is OK to have half an eye looking back at the history, but we must have one and a half eye looking forward. We must be modern brand, contemporary and progressive, at the forefront.

- “The question is what Saab as a brand stands for, not only what the market wants. We must dare to stand for it. We want to be brave but not stupid, rather we should be brave and well thought-out. And we want to bring those things people maybe don’t expect.”

He talks highly of the two concept cars already shown - the Aero-X and the 9-X BioHybrid:

- “We have used the last two years to express the brand, and those cars are early examples of what we want to do. You will see more of that philosophy in cars soon to hit the market.”

Are there some design elements that always have to be on a Saab?

- “We talk a lot about the airplane heritage, and I would like to visualize some of that in the cars. I’m not taking about putting wings on them. But look at the front of the Turbo X, there are air intakes inspired by jet fighters.”

Saab is about to become more of a premium brand, but not by copying other premium brands:

- “We want to have a personality that differs from other premium brands, but we will still do things that compete with them. One example is the interior material, something we want to bring to a whole new level. That is something that will amaze a lot of people; Saab will not only be different.”

It seems that the interior is becoming more and more important?

- “Absolutely. You will see that in the new 9-5. The interior is not done in a predictable way. There are new material that you would not expect, definitely not what you would get from a German premium brand. The reason is simple: we are not a German brand. Saab is a Swedish premium brand. We are looking more and more at finding the unique twist but still being premium.”

Earlier, Saab models were designed in an unimpressive building at the plant in Trollhättan. Today, the work is divided between the brand center in Pixbo and a studio in Rüsselsheim.

Do you have Opel and Saab models standing side by side when working?

- “Yes, but there are no overlap at all. It is the opposite. Since I have control over both brands, I can make sure that the designs heads in two different directions.”

Mark Adams has been involved in the design of the new Opel Insigna:

- “The projects are open to all within GM Europe Design. There is a risk of a mental blocking for those of us who have been here for a while. We know the history, and we know what is working today, but we could be afraid of looking far enough into the future. We can find new ideas by allowing young designers to work on the projects.”

The interior in the new 9-5 is exclusively done in Pixbo.

This summer, he visited the classic car show at Pebble Beach in California and looked at several old Cadillac 16. He sighs:

- “What cars they could design in those days, what freedom they had from legislations and regulations!”

You are living in the wrong era?

- “Yes - and no. It is more of a challenge to be a designer today. A good design starts when you think you have a problem that cannot be solved. When we enter the next phase regarding pedestrian protection, it will be a struggle for the whole industry. But I think there will be new technologies, new solutions, allowing us to move forward.”

And then, the most important question: what car do you drive?

- “Actually, I have two since I commute between my work in Rüsselsheim and my residence in London. Both are Saab 9-3 Convertibles. Both black. A typical choice for a designer…”.

Mark Adams’ list of the 10 most important cars in GM history.

Saab Aero X (2006)
Cadillac Sixteen concept (2003)
Opel Calibra (1991)
Corvette Indy concept (1986)
Saab 900 Black Turbo (1978)
Chevrolet Camaro (1969)
Corvette Sting Ray (1963)
Chevrolet Corvette prototype (1952)
Buick Y job (1938)
Cadillac V 16 series 90 Aero coupe (1937)

Mark Adams official bio:

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