Saab: Interview with Jan-Ake Jonsson
Saab Gears Up for Product-led Expansion
In showing what a future convertible from Saab could look like, the 9-X Air is part of a process to define and develop new products that is unprecedented for Saab in its scope and pace, says Jan Åke Jonsson, Saab Automobile’s Managing Director.
In the last 10 months, Saab has shown three new concepts. The 9-4X BioPower, unveiled at this year’s Detroit motor show, announced Saab’s imminent entry into the growing Crossover vehicle segment. This was followed in Geneva by the debut of the 9-X BioHybrid, a vision of a future compact car.
Now the 9-X Air, designed in parallel with the 9-X BioHybrid, expresses the same formula for responsible performance – a combination of engine rightsizing, turbocharging, bioethanol and hybrid technology – in an innovative convertible format.
“We are brand on the move.” says Jonsson. These concepts are building blocks in the most intensive product development program we have ever attempted. It is part of strategy that will take Saab into all major segments of the car market. “While we will be launching a number of new models in different market segments, they will all share the core values that go into making a Saab a Saab – progressive, Scandinavian-inspired design, sporty driving with the driver in focus, and efficient, responsible performance.”
“We are determined to grow the brand through expanding our product portfolio while also renewing our current product offerings. The strategy and resources are in place and the execution of our plan has already started with these influential concept cars.”
“The 9-X Air shows our thinking for the next-generation Saab convertible, while the 9-X BioHybrid demonstrates the sort of innovative design Saab can bring to the premium compact segment, where we are not yet represented.”
“The 9-4X Crossover concept is closer to going on sale. The global Crossover segment has trebled in the last seven years, but we have not yet been able to offer customers a Saab alternative. That will now change.”
“Over the next five years, we will be rolling out new products at a rate never seen before from Saab.” The Saab Brand Center in Sweden is playing a key role in formulating new products. 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.
It is a unique organization within GM’s global structure, with a unique way of working. Responsibilities range from developing future product proposals to ensuring consistent brand communication on a global basis. The Saab Brand Center works closely with GME’s European Design Center in Rüsselsheim, Germany, and brand center teams also liaise with colleagues around the world, leveraging GM’s huge technology and engineering resources for potential Saab applications.
“Saab’s brand values have never been more relevant than they are today,” adds Jonsson. “Our customers want premium vehicles that satisfy their lifestyle priorities, while also delivering sporty and environmentally responsible performance. It is our intention to offer them much more choice with a broader range of Saab products.”
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This sounds incredibly encouraging! It will be nice to have a pipeline of new product.
so, hört hört… just bring ‘em on! This sounds too good to be true and if I just look outside my window there’s no Saab anywhere
All I can say is, “less talk, more action”. I mean, talk is cheap. Where is the new product they’ve been promising for years? Other than variations of current models (9-3 SportCombi, Turbo-X, 9-3 XWD) I still can’t go down to a Saab dealer and purchase anything newer than six years old.
I know, I know. We’re going to see the 9-4X and 9-3X (or whatever they call the Cross-Country/Allroad-fighter), and eventually the 9-5 hit dealer lots next. But even those are at least a year away.
What is the customer whose Saab lease is expiring to do? Lease another of the exact same model? Switch to another brand? What’s bringing new “conquest” customers into Saab dealers in the next year?
Very encouraging. I hope it’s true.
Grip,
It’s too late to complain, it’s fact of Saab’s situation, new product is on the way and it won’t arrive any quicker however much we yearn to see it.
I for one believe that the current priorities are pretty right, 9-4 and 9-5 first, others to follow.
I like what i am seeing on the convertible.
According to the automotorsport article they had confirmed that this was in line with the next 9-3.
If my memory serves me right a long time ago it was talked (on this site) that the new convertible would be very different / redifine the market and maybe that is what we are seeing?
A 9-3 this size would also fit rather well in the portfolio. it would not compete with the 9-3 but it would be able to expand the brand portfolio, even for a smaller brand, and maybe the 9-1 would be s 2 seat sport version ala solstice….
I think this does represent Saab’s acclamations of the next 9-3 perfectly. The 9-1 we have been hearing so much about I believe will be Saab’s version of the Chevy Volt. My only question is, If the 9-4 and 9-5 are the next new products to be sen on actual store lots then why are we not seeing production models of these cars now? They are both less than a year away and we know almost nothing about the make-ups of both vehicles.
I agree, Turbin. In a perfect world we would not be product-starved, but we all know this is not the case. Let’s hope that the next three years of product signify that SAAB has thrown down the proverbial gauntlet.
““Over the next five years, we will be rolling out new products at a rate never seen before from Saab.” - WOW cool!!!! So that’s 3 per decade instead of 2???
Richo, I do believe they are on track for that target. ;P
“Over the next five years, we will be rolling out new products at a rate never seen before from Saab.”
Technically even just ONE every five years is a breakthrough ………
Unfortunately with Saab this decade, I’ve learned to believe it only when I see it!
“Now the 9-X Air, designed in parallel with the 9-X BioHybrid”
This is highly interresting. This CAN be interpreted as a strong indication that the next 9-3 Convertible (and presumably the other 9-3 models) will share platform with the 9-1. (Unless there is a 9-1 Convertible in the works, of course.) So maybe we will see all of the 9-1, 9-3 and 9-3 Convertible in about 2010-2011. The AMS article about the 9-X Air says that Anthony Lo has confirmed that they have moved from concept to prototype phase, although it’s a bit unclear if that’s for both the “9-X BioHybrid” and “9-X Air”. Prototypes to market, 2 years sounds reasonable.
My guess is that this also means Trollhattan will be fully occupied building 9-1:s and (new versions of the) 9-3:s in about 2011.
Somehow this JA Jonsson talk reminds me about the turbo talk in the period when the 9X was shown.
It only gave us lots of concepts, protoypes and design studies and for the real market they offered only facelifts for both 9-3 & 9-5 and some alloys.
What is now different than in 2001 ?
I wished they came up with something new at the dealers.
Not just one product, but several including 9-4X, sporty 2+2 9-X, compact 9-X BH, limited small series über-saab Aero-X , new 9-5, later on new 9-3 and yes why not the Air version of the 9-X BH.
Combined with new technology and top build quality & reliability.
And please do not drain all new technology & safety engineering from saab towards the other GM-brands. The uniqueness of saab gets diluted.
Wilfried, they gave us the TTiD..oh, it´s from Fiat. Well…umm..
Next..
Talk is cheap, like someone already stated. Lets see those new exciting products.
I´ve been waiting for 9-3X for too long time (since 9-3SportHatch).
I mean, too long for me. I´m not going to
buy it because it´s dated already. XWD doesn´t make that much difference.
My now 9mths old 9-3 has got noisy and rattles from here and there if I go on a rough
surface or bad roads. Guess if I´m going to get another one anymore to be able to
drive even tougher roads?
I do not know what to believe anymore until I see the product in the showroom. Look I am hanging on to my MY01 9-5 having now clocked 224,000km and costing me money.
So the question is: what do you offer someone like me who cannot afford the Turbo X and who does not fancy the current facelifted 9-5? How long do I need to have this patience just to get what I want? 2 years, 3? What guaranteee do I have that once these new offerings appear, they will not overstay their visit for another 10 years? Why is the rate that Saab brings new products to the market so out of sync with the rest of the automotive industry? Oops, I forgot: we ain’t in the black as yet, right?
Hey you whinging lot, the 9-4x IS on sale, in Chile….
See Specs and Colours Here
Well at least in Chile it will have the 2.0T engine with 245hp/182kw-400Nm. Does this mean it’s DI? Power is down on the cobalt but at the upper limit of what BSR can do with the current 2.0T, torque is off the scale. I’ll go Parchment (like my current ride) or Snow Silver thanks.
BTW: I didn’t even know there was a Saab Chile, at least the 9-4x speaks Spanish.
Also, there is a certain Saab fan site that has ‘honourably’ and publicly chosen to respect the embargo on the 9X Air but happily publishes the leaked specs of the 9-4x.
Win no friends that way.
With Saab set to put all of these things into production, will they remove the Cadi’s Vett’s and Hummers from the showroom? I stopped by my local Saab Hummer dealer to have a bulb changed yesterday. While waiting in the showroom saw the Vett, 2 Hummers and O, in the BACK OF THE SHOWROOM one convertible. Yes it was fly yellow and nice, but a little sad to see.
The bulb was replaced for free under c.p.o.coverage. The service was very fast and friendly so I am happy about that.
My comment isn’t relevant to this article, but nevertheless:
I wonder how the General will cope with the decline in the economy. It’s not a secret that GM is in a difficult financial situation and now the cost of loaning money has risen considerably. I assume GM needs short-term loans to keep operations going and now there’s suddenly very little money out there to loan. The interest is increasing and thus the cost of running a business is increasing. The demand for new automobiles has shown a decreasing trend the last months and this will surely make the fall even sharper. I wonder for how long GM can stay alive…