My thanks to Gregg for letting me know about this.
Apparently Motor Trend’s annual car guide is a must-get issue. It covers all the current and new releases for the coming year. A sort of one-stop brochure for the whole automotive industry.
Gregg’s just got his copy in the mail and written to me about the Saab entries. The 9-3 entry is a pretty nice read and they’re quite bullish on the new 2008 model.
But it’s the 9-5 entry that’s the reason for this post:
WHAT’S NEW: Compared with the restyled 9-3, the 9-5 sedan and wagon are as exciting as old cheese. The aging model has a few new features, such as OnStar safety and security system, rain-sensing windshied wipers and leather-appointed sport seats. However, the question remains: Does anyone care? We hope next year will be a desperately needed revamp.
AVOID: Cool when first introduced, the 9-5 is too long in the tooth to elicit any desire.
SUM UP: HOW CAN WE MISS IT IF IT WON’T GO AWAY?
(2 Star rating of a possible 5)
Once again, the press don’t care that it’s still a great drive. They don’t care that age means the bugs are all ironed out. They don’t car that it’s still one of the safest cars on the road. What they care about is that it ain’t new or outstanding in their sight.
I wrote a memo to Saab a short while ago. In that memo I implored Saab to consider emptying the parts bin on the 9-5 in its twilight years like they’ve done with other outgoing models. They make such a huge margin per vehicle that it’s got to be financially viable. What’s more, it’ll create some interest and collectability.
Perhaps it’ll even get some old Saabers back in the fold. You know, the ones who had a 9-5 in the past and replaced it with one of those new-fangled Japanese whizzboxes.
What on earth have they got to lose from making the 9-5 notable and more desirable in it’s final years? You probably won’t make much of an impression on the guys from Motor Trend, but I’ll bet you make an impression on your customers.