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Let's poll everyone to see what they like, then make a car that sort of appeals to everyone but caters to the lowest common denominator. Also, look at all the rivals and benchmark against their current models, so that once your development is done and the car is out, you compete well with cars that are 2-3 years old. Don't offend anyone, but end up appealing to no one.
I like the new 9-3 (its looks, while a little more on the bland side, are fine with me, and hopefully its 210hp and beyond versions will be inspiring cars), but I agree with the central thrust that a "pretty good" sports sedan isn't what the world is looking for and isn';t what creates long term value. What fires shots across BMW's bow is a terrific sports car with a good and unique value proposition. Like the G35 -- 260 hp for less than a moderately equipped 325i, a great front design (although afterthought rear). That's Nissan looking ahead, not in the present. And frankly, as bland and crappy as the Mercedes C-class is, why would you benchmark against that piece of junk? That leaves the A4 and S60 as Saab's other benchmarks. It sounds like the 9-3 will compete well against the S60, but the A4 offers just as much as the Saab, with awd for those who want it.
I do think the strategy will boost sales a bit, but Saab's going to find a lot of its hatch lovers jumping to alternatives (i.e., volvo and Passat wagons, or other rival sedans since their favorite brand no longer offers a utilitarian non-wagon alternative), and its going to dilute its brand a bit. I'll bet that by the end of the first MY we'll see a return to the aggressive lease deals and financing deals and rebates.
As a side note, the only Passat buyers who will "move up" into a Saab are those who buy base models, because the Passat is bigger and more solid than any 9-3 or 9-5 (although it won't match Aero or 9-3SE performance), and Passat V6 4motion's are definitely worth the price of admission.
Anyway, I tend to agree a little with the analyst -- this is a good, must-make move for Saab but nothing earth-shaking. Saab is still a little behind the curve, but the gap is narrowing. I guess we'll have to wait for the next 9-3 and 9-5 the real earth-shaker.
Does nayone else think Saab, by focusing too much on BMW, Mercedes, Volvo and Audi, is ignoring the competitive menace presented by Infiniti, Acura, etc.? Euro-manufacturers have never really taken the Japanese seriously, and those cars don't get a lot of play in Europe. But over here the Japanese seem to hit home runs more often.
posted by 208.200.185...
, Tue, 23 Jul 2002 16:54:09
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