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1967 Saab Proress in America


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In 1955 the President of SAAB, visited the United States in connection with the aircraft production, and at luncheon in New York one day, he made the comment that if Volkswagen could sell the "beetle" in the United States, why can't we sell the SAAB 93 -- and with that the wheels started to move to sell in this country.

The first SAABs that arrived here came on a Swedish ship early in 1956. There were two of them -- both green -- and they were destined for the first New York Automobile Show which opened at Easter time that year. Shortly thereafter, we received an experimental sports car which was called the SONNET, which was also at New York Show that year. It was an interesting experience for all concerned because with our debut in New York came all of the problems of spare parts and distribution, which unfortunately, we really hadn't planned for. At the New York Show, we were deluged with the availability of the car, price, and our dealer organization; and we really didn't know the price of the car, nor did we know of any dealers from whom it could be sold. In fact, we didn't have a company formed, as SAAB's business in the United States at that time was being held by a privately owned concern which was primarily concerned with purchasing material for their aircraft production.

In June of 1956, SAAB Motors was incorporated as a wholly owned subsidiary of the factory, and the first maor decision was made: the sale of the car should be confined to the New England area and distributed through a factory- owned organization. The biggest problem at that time, however, was to get automobiles, and although we received about 15 more cars in addition to those two that came for the first show, we didn't receive any quantity of automobiles until late in December of that year when 100 cars arrived in Boston and were deposited in Hingham, Massachusetts at the old Navy shipyard where we had rented a small building as headquarters for our distribution. At that time, another decision was made which has been important to us, and that is that we would very carefully inspect and prepare all cars for delivery prior to their being shipped to the dealers. It was at this time that the first people were hired to go to work, as prior to that time there was only one secretary and one man working for the company.

In the year 1957, we imported a total of 1400 cars, and although we had appointed a few dealers late in 1956, we concentrated on the appointment of SAAB Dealers in the New England area and in New York during this period.

In 1958, we expanded our marketing territory into the New Jersey, Pennsylvania, and Ohio areas and had a total sale of approximately 3700 cars for

The year 1959 resulted in an additional expansion of the market, and the establishment of two additional distribution points -- in Carteret, New Jersey (near Port Newark) and in Jacksonville, Florida. Our dealer organization had been expanded to about 150 dealers, and that year we reached a sale of 5100 cars.

In 1960, we introduced the SAAB 96 model which was sold thru the 1964 model year, and although there was no maor expansion of the marketing territory except with a limited penetration in the Midwest -- Chicago, St. Louis, and Milwaukee, we achieved our best sales of 5179 cars, and then came the rough years for the imported cars. In 1961, on more or less of a trial basis, we appointed SAAB Motor Car Company in Denver, Colorado as a dealer. This was quite a step because Denver was way beyond our marketing territory, and we weren't sure of the acceptance of the car in the Rocky Mountain area. But with such enthusiasm for the product, it was difficult to say "no". Un£ortunately, the Florida market in 1961 became very weak, as it was with all imports, and our sales dropped to 4200 cars for the year.

In 1961 we decided to consolidate the activities in New York, Port Newark and Hingham, and establish our base in New Haven, Connecticut. The reason for this move was that we were anxious to have one distribution point for the northeastern part of the country, rather than two, and to place all of our activities under one roof.

In New Haven, SAAB was lucky to take over an old factory/warehouse building right on the waterfront, a building that had ample facilities for all SAAB Motors functions: 105,000 square feet floor area, parking for 600 cars; offices, in the completely remodeled fourth floor; spare parts on the second and third floors; shipping and receiving and service on the first floor, and on the ground floor, space for both preparation and storage of cars. Everything was consolidated under one roof -- and SAAB had found a firm base in the U. S. -- a base that cost us $300,000 to make ready but that has been well worth the money.

SAAB has progressed remarkably ever since. Although the years 1962 and 1963 saw a sales drop for all imports, including ours, SAAB came back in 1963 with a sale of 4,500 cars, and has since been gaining a steadily increasing ac- ceptance and recognition.

SAAB is finishing this model year with a sale of approximately 8,000 cars; a 40 per cent increase over last year. Our plans for the 1967 model year, with the introduction of the Lifetime Warranty on the Shrike 2-cycle 3-cylinder engine, and the addition of the V-4 to our line of cars, call for a sale of 12,000 cars, and we have every reason to feel that this goal will be reached.

Our dealerships have increased and expanded. This past year saw the establishment of dealers on the West Coast, including Alaska, and the reception our car has had in this new area is the most successful in our history.

SAAB has had many years of progress in this country. And every indication is that we will have many more.


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