Edmunds Auto Observer has been participating in the Saab 9-3 launch events and they’ve put together a post full of encouraging Saab news:
Saab Automobile USA executives also claim owner General Motors is beginning to understand how to manage the niche brand….
….because of the increasing “globalization” of virtually everything .. consumers will increasingly gravitate toward brands that evoke strong images of heritage or national origin as a way to satisfy their desire for more “context” for their purchases…
I couldn’t agree more. It’s Knut Simonsson (executive director, Saab Global Sales and Marketing) saying this, by the way, so I’m still left hoping that his appreciation for Saab’s potential is making its way “upstairs” within GM as well.
Saab expects this kind of strong identifier will become increasingly important in a consumer future that is moving towards dispassionate products and anonymous brands, Simonsson says.
Music to my ears. Isn’t that why we’re all into Saabs? A great driving experience provided by a unique brand?
– Previously, when talking about coming models, all the talk has been about the first priority being the 9-4x. This is the first time I’ve seen a new 9-5 being mentioned as the first and main priority.
– The debate and guesswork goes on about what platform the 9-4x will be on. This article is punting on an expanded version of the Epsilon platform. It’s not the first time I’ve heard this mentioned, either. It’s all totally pointless, but I’ve now heard Epsilon, Lambda, Theta and Sigma all mentioned in relation to this vehicle. In the end, I don’t really care. I’d just like it to be good.
– Steve Shannon mentioned that the new 9-5 and 9-4x will most likely arrive in the US around the same time – 2009/2010. Both have previously been slated as 2009 models from intel gathered here recently.
– Following these two, Saab will further expand with a smaller entry level vehicle, but once again they’re being very tight lipped about it.
This isn’t from the Edmunds site, but I found it interesting nonetheless. It’s from a French site. I’ll try and translate the article shortly. I just felt prompted to show it given the mention of a small Saab.