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From Auto.com- it seems to show that Saab has lost its way a bit. The new 9-3 is a fantastic car, but by dropping the hatch, Saab has eliminated any great differential between it and the C-Class, 3-Series, A4, etc. Here are some direct quotes, my comments in ALL CAPS:
STOCKHOLM, Sweden -- Saab Automobile AB is like a baker who lost money selling loaves of Swedish rye and switched to white bread.
GOOD ONE!
Its 9-3 has stood out as the only hatchback in the global luxury market. But when the latest Saab 9-3 hits the showrooms in October, it will have the shape of entry-level luxury cars from Saab's chief rivals: BMW, Mercedes-Benz and Audi.
Only 20 percent of current 9-3 hatchback owners are devoted to that body style, said Peter Augustsson, chief executive officer of Saab, "while 80 percent have alternatives, and quite a lot of the other potential customers don't want one." Saab also sells a convertible version of the 9-3.
20% OF CURRENT OWNERS? BULLPUCKY!
Peter Schmidt, an automotive analyst for Automotive Industry Data in England, says the new 9-3 won't help Saab increase sales. "Bar its turbo engine, it's hard to identify any unique selling point in the Saab," he wrote in his newsletter. "Therefore, there seems no reason why the model should alter Saab's situation."
FUNNY, THAT'S EXACTLY THE SAME ANALYSIS OFFERED BY AN AUTO JOURNALIST BUDDY OF MINE.
Saab planned the car to be what it is. Owners with the right profiles were grilled about their preferences in cars, and the result was white bread, albeit sporty.
"A sedan is a sedan," said Augustsson. "We've done a pretty good sedan."
GREAT- I'M PLEASED AUGUSTSSON FEELS THEY'VE DONE A "PRETTY GOOD" SEDAN.
Me again: The most unfortunate part of this is that Saab differentiated itself so well with the hatchback, and the hatch is getting hot again. Had they done any type of effective marketing, they could have educated consumers re: the advantages of the hatchback design and been poised perfectly for today's market. Now, they are coming out with a great sports sedan, which will have to fight against already established and excellent sports sedans. What makes a Saab 9-3 a Saab 9-3? It seems there isn't a good answer to that question anymore. I'll certainly consider the new 9-3, but I'll expect it to be deeply discounted when new and horribly depreciated if I buy it used.
Get your soul back Saab. "Pretty good" ain't good enough in today's market.
Brian
'95 900S, 142K
'00 9-5, 25K
posted by 216.231.195...
, Tue, 23 Jul 2002 16:54:09
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