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Anyone watch the PBS Frontline last night about the SUV rollover problem ? I certainly found some of the SUV apologists (auto execs & those government folks that pulled out all the stops to squash any initiatives to increase gas mileage or close the SUV = truck loophole) infuriating. The worst was the staged crash tests of what looked like a V8 Lincoln or something about the size of a 2000-lb Yugo - propaganda that bigger = safer always.
Anyway, it certainly brought to mind a thought I've long had about Saab. Don't you think there is a market out there for a car, perhaps on the 9-5 platform, or maybe something like the new 9-3, which is NOT marketed as a luxury/sport car, but simply the "worlds safest car that you'll love to drive" ?? In other words, forget the leather seats, electronically controlled everything, super stereo etc., but just have the same chassis, suspension, and safety devices that the upmarket version has. 185 horses would be plenty for everyone in this market. Shoot for $25k, but in any case keep it under $30k. Target buyer group: young families, commuters, people who love to drive but don't care about too many amenities. People who might look at Honda or Toyota for the reliability reputation, but might be sold on a Saab for the bigtime crash protection. Maybe even people who liked their Volvo's & Saab's in the 80's before they decided to change their brand recognition to look more like the German luxury brands...
I have no quarrel with Saab going up against Audi and all the other entry-lux sport sedan makers with the 9-5, or going after a younger, sportier set with the 9-3, but it seems there is still, with all the 100's of models out there, nothing that fills the niche I'm talking about here. After all, on a trip to Sweden recently, I did notice that the Saab brand stands for something a little different over there than it is marketed as in the US.
Any thoughts ? Have I just described a market niche of 50 people, or 50,000 ???
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