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I have a huge problem with the GMization of Saab. I for one would love to see Saab's association with GM end. While GM may have infused cash into Saab, there have been detrimental changes to what is the essence of Saab. Primarily, GM has not done a good job in striking the balance of allowing Saab to maintain brand uniqueness while increasing market share. Instead, in their attempts to drive up sales figures, Saabs have been morphed into just another "automobubble" --it no longer standout. In GM's mind as long as you make the front grill give cues of a Saab and put a Saab badge and labels like Aero on a car, its a Saab. Maybe before GM started mucking with the brand,they should have sat down and make a list of the essential characteristics that defines a Saab.
It is clear that what GM wanted from the Saab brand. They wanted a brand that can compete with the BMW 3&5 series and Audi As. And as result, GM was hell bent on the redesign of Saabs that looked like those brands.
What GM seem to miss or didn't care to realize is that Saab was making damn good cars, that combined functionality with sportiness. And that what they really needed to do was help Saab in marketing, where it really needed help. My 1995 9000 Aero could kick butt on the road, but haul almost or as much stuff as most SUV out there today -- a fact surpised many. Is it not a basic business principle that to compete in crowded market, a company should built product that stand apart from the competition? How does making a Saab look like everyother car do that?
Getting rid of the hatchback design was a big mistake. The design should have been modernized but never gotten rid of because it was a key element in the definition of a Saab. I believe that with the combination of prudent design upgrades (the 9-3 Viggen was a good starting point) and smart marketing GM could have realized the same result it has with the new crop of 9-3s and 9-5s. Whether they would have ever competed strongly against BMW is questionable. But if they had made their goal the strengthening of a niche brand, they would have succeeded.
Lastly, the 9-7X is NOT a Saab and is for people who don't have a foggy clue what Saabs are about. The 9-2X was a good idea for Saab but obviously grossly misguided. Rebadging an extremely recognizable car as a Saab ... come on!!
MM
posted by 71.249.69...
, Wed, 2 Jul 2008 13:33:31
, Wed, 2 Jul 2008 08:50:41, Wed, 2 Jul 2008 12:04:10, Wed, 2 Jul 2008 07:49:02
, Wed, 2 Jul 2008 06:56:09, Wed, 2 Jul 2008 11:32:23
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