This one’s pretty simple.
On balance, do you think the 9-7x has been a net-positive or a net-negative for Saab as a brand?
A few positives:
– the 9-7x has sustained sales levels in the US market, where it’s the second best selling Saab in the brand portfolio, as well as adding some fringe interest to some European markets as well. Some people may have come to Saab for the first time in the last 18 months through purchasing a 9-7x. Some people may have stayed with Saab for the same reason.
– for a relatively inexpensive investment in terms of development, Saab now has an entrant in the SUV category.
– The 9-7x is an exercise in decent badge engineering. No it’s not a ground-up Saab, but it’s aesthetics are are close enough in the critical areas and the interior retains a Saab feel (much more so than the 9-2x). All reports on the vehicle have been quite positive and consistently rate it as the best of the GM360 siblings.
– Assuming an average selling price of $37,000 after rebates etc, the 9-7x is bringing in about $18.5 million in revenue for Saab USA each month, a reasonable portion of which would actually be profit.
And some negatives:
– It’s an SUV, which has typically not been Saab’s demographic
– It’s resemblance to it’s GM360 siblings is more noticable than you’d like in an ideal world
– It’s been a divisive inclusion into the Saab lineup, with many traditionalists turning their nose up at the vehicle.
So, the poll is yours……on balance, given its role as a fill in SUV model, do you think the 9-7x has been a net-positive or net-negative inclusion into the Saab lineup.