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At least not anymore. Like it or not, hp numbers have both a performance effect and an optical effect with the consumer. Recent entries by Volvo (S60R), Infiniti/Nissan (G35/350Z) mean that the average car consumer (and the car mags which help drive public opinion) will start to expect a lot more than 250hp at $37K, whatever your thoughts on the relative performance of these cars.
In its product development, Saab is trying to hit the current target instead of leading or anticipating the market a bit. Audi's S4 served up 250hp at $40K for many years. The 9-5 does the same right now in Aero form. But car companies lose when they base development projects on existing targets. Winners *anticipate* the market, or decide to blow into the market with a bang (which, I submit, is what Volvo's S60R does -- 300hp and AWD at $37K MSRP? That is a steal, even if performance isn't yet BMW-standard, although some mags are drooling over the R's. Ditto the G35).
Kind of like throwing a football -- you don't throw it to where the receiver is right now, you lead him so the ball will be there (or put the ball in a place where he can extend to get it and make some more hay).
Maybe I overstated things a little -- I mean, the $40K 330i only puts out 225hp and the A4 3.0 makes do similarly. But if Saab wants to rip away market share in a very tight and competitive market, it has to enter markets with a bang and not a little shove -- take the 2.3L 4 from the Aero and push it to 300hp. Or boost the 2.8L V6 output to 300hp and match it with Haldex. Something to make it a solid value proposition instead of simply an "alternative" that matches most current product (but is exceeded by others).
Right now, Saab is not going to regain the sales it needs to stay afloat by matching BMW and Audi. Saab needs to beat them in very concrete areas (acceleration, braking, handling/lap times) instead of vague, hard-to-define ones (safety, character) -- which will generate great press, which will draw more customers, which will create buzz.
Memo to Saab -- ratchet up the boost on the 2.8L Aero to push output near the 300hp mark, and drop AWD into the car (which is apparently built to handle AWD). Haldex, whatever. And price it at $38K. That's a winner.
posted by 208.200.185...
, Mon, 13 Jan 2003 20:00:11
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