Bringing the Saab Convention Home
By Steve Shannon
General Manager, Saab Automobile USA
August is shaping up to be an exciting month for Saab.
This weekend, Saab owners and enthusiasts from all over North America — and beyond — will gather in Michigan for the 25th annual Saab Owners Convention.
Why is this so exciting? This convention commemorates the 60th anniversary of Saab as a car manufacturer, and it's happening right here in GM's back yard. I like to think that the choice of the Great Lakes Saab Club as host of the event is an acknowledgment of the important role that Saab, GM's only European luxury brand, is playing in GM's future.
The convention activities will take place at the Hilton in Troy, Mich., from Thursday to Sunday, and will include a barbecue on Friday night where we will introduce the new Saab 9-3; a Q&A roundtable on Saturday morning; and a banquet dinner at the GM Heritage Center on Saturday night, with a keynote speech from GM CFO Fritz Henderson.
We expect more than 300 Saab owners to attend, and I look forward to meeting all of them and sharing our collective passion for Saab. (Day passes to the events are still available at the Saab Club registration desk at the hotel).
I am also very proud of the upcoming debut of the new Saab 9-3. It looks bold and assertive. Plus, it has more powerful gasoline engines and a hi-tech all-wheel-drive system, which will become available early next year. The new 9-3 design is clearly patterned after the wildly popular Aero X concept car. It combines contemporary and classic Saab themes in a progressive, modern expression of what makes our brand unique.
All in all, this is a great time to be part of Saab, and I am looking forward to the weekend!
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Thanks to GM for all they’ve done to continue to build the Saab brand. These cars get more exciting every year.
Saab is a greatly neglected brand. I wish GM would recognize it’s potential. It needs a radical rebirth influence more dramatically by the AeroX than the tepid 9-3 redesign shows!
GM is throwing money away by not having more Saab products. Could be such a cool brand. A little Volvo, Vw, BMW.
Please do me a favor (and yes, I’m being a bit of a stickler here), and don’t refer to the 9-3 as being new. Yes, it’s been revised and it’s getting the new AWD system. Yes, the long-rumored black turbo will finally make an appearance (albeit at a price point that would make people crazy not to run to the nearest BMW or Infiniti dealer). However, as I understand it (and feel free to tell me I’m an idiot if I’m wrong), the platform underpinning it is basically the same and the cosmetic changes (while helpful) were a mild freshening at best. The engine options are still not competitive with the other entry-level luxury offerings in the price point (BMW 3-series, Infiniti G, Lexus IS, Audi A4, Mercedes – ok, you might get close there, and even the ancient Acura TL). I don’t want to be a downer, but I just see so much unfulfilled promise in Saab. This is the brand advertised that it was born from jets. However, in practice, the cars have been born from boring for the better part of the last decade. I like the fact that Saab wants to do things differently, but when you’re getting embarrassed on a regular basis by the teenager in his Honda Civic it’s time to change. Twin turbos with variable geometry would be a nice start as standard features to the engines allowing you to use smaller displacement 4 and 6 cylinder offerings while still getting competitive power. Also, Saab shouldn’t offer an engine that is not direct injection – this is a luxury brand so it better’d start acting like it. Upgrade the brakes on all models to best in class b/c you’ll have to sell handling. Also, lower the cars a little bit to help lower the center of gravity (not to mention it definitely improves the stance). Saab cars used to be known for their rally inspired handling and performance. Bet most of the owners today don’t have a clue about that wonderful history – they certainly wouldn’t know it by the way the cars drive or perform.
This… is “so exciting?” 300 Saab owners to attend? Gee, does that number include spouses and children?
Saab, as the Saab enthusiast loved it, is DEAD. Saab used to be the ‘anti-big car company,’ car company. Now, it’s just a badge-engineered GM clone (at a time GM needs less models, not more).
While the Saab clone may be nicer then the rest of the GM car-clones, this is just another indictment of GM’s clueless strategy, because ALL GM models need to be top-notch. Since GM insists on having 60+ car models, you can’t do that, can you?
What is the current loss per Saab sold since GM purchased it? $3000-4000, at least.
“…acknowledgment of the important role that Saab, GM’s only European luxury brand, is playing in GM’s future.”
Ok, can you elaborate on how anyone can think of the SAAB 9-7X as a product from an “European luxury brand”?
Thank you Tango and gmo. Too bloody true!
By the way… I wanted to commend you on your new GM web site design. This is probably one of the best-designed consumer sites I’ve seen. Hats off from another designer.
The 9-3 SportCombi with the new AWD system sounds very exciting, and worthwhile, especially for us snow-encountering folks up here in the Pacific Northwest.
But please try to improve the 9-3 so it gets decent JDPower and CU rankings? The 9-3 does very poorly here (and frankly, I’ve no idea why, given that its Aura and Malibu cousins at least hit Average in these areas!).
Not sure hotcarhnut speaks for the rest of us actual Saab owners… (just like Buicks are not for everyone, Saab might just not ever be a car for 26-year olds http://fastlane.gmblogs.com/archives/2006/12/more_on_buick_i.html).
I don’t have any Honda Civic’s take my 9-3SC Aero, but those AWD Subaru’s I stay away from, so XWD is going to help show the true potential of the 2.8l V-6.
Two things I always ask that Saab work on are lower weight and better fuel mileage. They go hand in hand of course. Though it is hard to complain about my wife’s 9-5SW that gets 33-35mpg on the hwy.
A few years back we had a lot more engine choices and it is SCARY the number of engine choices for Saab available outside the US! Let’s see the new TTiD in the US and a couple of higher and lower HP engines for the 9-5 again. Keep those 2-stoke rally cars in the museum and give us a 21st century version of the Sonnet that is not just another Solstice/Skty/OpelGT clone. Maybe you could take the Aero-X, shorten it, lose the “canopy doors”, give it a fixed top and put in on the Kappa chassis?
Steven,
Your assuming a lot to think that Steve Shannon even knows what a real Sonnet was. Remember, he came from the Buick division only a few months ago.
I’d like to know if Shannon ever even owned a real SAAB.
Best,
Gary Dikkers
Gary:
Yeah, Monte Carlo 850 GT!
It’s all been downhill from there, in my opinion.
StevenJ said: Not sure hotcarhnut speaks for the rest of us actual Saab owners… (just like Buicks are not for everyone, Saab might just not ever be a car for 26-year olds
First off, I never intended to speak for all Saab owners, or any Saab owners for that matter. Secondly, I may be 26, but I do know a thing or two about cars having driven roughly 250,000 miles over the last 10 years. Sadly, this attitude that a certain brand of car isn’t for everyone seems to be prevelant in GM’s sales chain as well. Both my wife and I are working professionals and we are blessed to be able to afford to have quite a few choices. I went to the local Cadillac dealer about six months ago on a Saturday. I guess since I’m 26 and wearing jeans, I can’t be taken seriously because the sales guy was a complete horse’s rear, had just enough knowledge about the product he sold to get the name of the vehicle right, and then had the guts to tell me that “a Cadillac isn’t for everyone” when we finished the test drive and I offered my honest opinion of the CTS (after he asked what I thought). The sad thing is, my friends and I were the only ones in the dealership and we all can afford to be there (the other two were single engineers who own multiple vehicles currently). The simple fact is that I am exactly GM’s target audience because I’ll buy at least 15 more vehicles over the next 40+ years and I will be able to afford to purchase from any of GM’s divisions. My wife and I have 5 children, so performance and 0-60 times aren’t the only things that matter to me. I care about the quality, reliability, interior design and gas mileage, in addition to how much fun a vehicle is to drive. However, in the near-luxury segment that Saab pretends to play in, performance matters, and not just in a straight line. Too often, Saabs that I have driven haven’t been able to distinguish themselves from a Pontiac G6, let alone an Infiniti G35, Audi A4, Lexus IS, BMW 3 series, MB C-class, or even a Lincoln MKZ (not the Zephyr, in case you don’t know the difference). There are simply too many good options in the 30-40k price range for Saab to be content where they are. The sales aren’t in the toilet just because they alienated some of the Saab purists; the sales are down because Saab’s product offering just isn’t competitive. I hope that the “new” 9-3 has made great strides. I’m certainly going to go drive it and see what I think. However, I guess I won’t be able to buy one since “a Saab is not for everyone”.
I don’t quite understand the people who become nostalgic about the old Saabs. I have talked to several owner of previous generation of Saabs, and they always complain about the repeated problems they had with their cars. The experience is similar to the owners of the previous generations of Jaguar. In fact, I drove one of the older model after driving one of the current 9 3 models, and I find the improvements in the current Saab’s to be really substantial. In my opinion, it would be foolish to use the older generation as the role model for the new Saab vehicles. I do however agree that Saab needs to become more competitive with its contemporary competitions from Asia and Europe. Equally important, it has to improve reliability as not to pull down the GM average score.
Alex:
Well, what about the people who become nostalgic about old Corvettes, Impalas, Chevelles, Novas, Chevy pickups, etc, etc, etc?
Look at the postings on the FYI blog. Nostalgia rules over there. Too bad GM can’t figure out how to build on it as an effective sales tool.
I know plenty of people who own and love old Chevys who would not consider buying a new one for one minute.
I don’t know much about Saabs, and don’t care to learn. For sure, the ones that followed the hallowed 96 were dogs, but maybe they’re better now. I don’t know, and care less.
I honestly would feel bad for Steve Shannon if it turns out that he had been suddenly put in over his head at SAAB. Quite honestly, looking at the current model lineup at GM, and rumored upcoming models, SAAB really has no place at GM anymore. I think GM and SAAB would be better off parting ways. Heck, GM might even make a profit for a few years after the sale by providing parts until SAAB is able to fully design and build their own cars again.
Saab needs more work. They need to be wider, meaner, faster.
As a Saab loyalist for many years, I can tell you that the brand has become somewhat of a paradox. Saab has always been a brand for the iconoclast, and represents unconventional thought. Truthfully,however,Saab only started to build quality products when GM became involved. As an enthusiast and also someone who has spent the majority of my life in the car business, I can tell you stories of old 900 and 9000 models that suffered countless problems which do not exist today. The problem is purely of image. GM represents conformity, and is the antithesis of what a Saab owner wants to express. The high MSRP and low residual value means that Saab loyalists cannot afford the new vehicles and those than can afford them perceive them to be a poor investment. A more realistic set of sales objectives and repositioning of the brand (ex: an eccentric alternative to VW) would save the brand and create a true asset to General Motors. Ultimately, though, the quality of the products must be apparent.
Is this a way to reach Steve Shannon?
Steve, nice job so far. The Black Turbo is a hit and they say you are showing up and talking to dealers and owners. You have your work cut out for you and while the SAABisti are highly opinionated, they are generally civil, as you have seen, and want you to succeed. Whether your archetypal SAAB is a 92, 96, or 99Turbo, you will be on the right track to innovative cars that people love to drive and drive and drive.
I understand there will be a brand new 9-3 in a few years. I also understand that the press is generally against SAAB and for BMW. So here is what you do.
The first new 9-3 is the low volume 3-door 4-seater sport hatch in the extreme performance version. Build it alongside the old 9-3 Sport sedan until the bugs are worked out and then launch the 4-door, the wagon, the convertible etc.
The reason to do this is to set perceptions and attract positive attention. The sedan becomes the family version of the sports car rather than vice versa. Building a modestly practical sports car also eliminates comparisons with every mid-size sedan. Neither Toyota nor Lexus, nor BMW have such a car. Starting with a low volume model also allows the new car to come out sooner in the low volumes, while production is still ramping up.
What is this new sport hatch? Simply the best handling Epsilon II ever. After the 9-4X, 9-5, and Opel whatever, the folks at Trollhattan can easily create a superb Epsilon. When in doubt, just use 9-5 engines, brakes, etc. The new sport hatch has front wheel drive, limited slip, light weight, a lowered roofline and 300hp of raucous 4-cylinder turbo fun. Imagine a car about on a par with the new bigger Audi TT with some of the character of the old 99Turbo and handling that surpasses the current 9-5. Smooth, quiet, refinement, all wheel drive, rear leg room, 6 cylinders, beautiful wood trim and more can all be delivered later. This car only needs one trim level in its first year. All that matters is delivering a test/demonstrator car to the press and early adopters that is unique and a delight to drive. If the Audi TT and the Mini can be loved with front wheel drive, then so can this car.
By the way- I hear the Cadillac V6 is inherently a little noisy and rough. How about letting SAAB follow in Volvo’s tracks and add a couple of cylinders to their straight 4 to deliver a twin turbo 6 that is truly deserving of the very smooth 9-5. The four goes from 1.8l to 2.3l, that equates to 2.7l and 3.5l without much re-engineering.