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Re: Something for SUV Haters to Consider Posted by Justin VanAbrahams [Email]  (#32) [Profile/Gallery]
(more from Justin VanAbrahams) on Fri, 18 Apr 2003 10:55:31
In Reply to: Something for SUV Haters to Consider, VP, Fri, 18 Apr 2003 10:24:50 Members do not see ads below this line. - Help Keep This Site Online - Signup |
I'd generally agree with these comments, but something you (and Saab) must consider is that Saab isn't an SUV company. People don't look to Saab to buy big trucks as Saab has no brand equity in this segment. When people think "Saab" they think somewhat conservative, thoughtful cars that hit somewhere between performance and economy.
My issue with the 9-8 is the concept. Honestly, I don't care if Saab started selling SUVs and motorcycles and stopped selling cars altogether. I want to see the company succeed, and they have to make a buck just like anyone. The question is, what does a Saab SUV bring to the table? Is the brand recognition strong enough to compel people to come into the dealer to check out a rebadged Trailblazer? Will people pay a premium for the name? Personally, I don't think so. Saab's image isn't compelling for big truck buyers. Cadillac's SUVs sell well because they are Cadillacs - the epitome of American luxury. Hummer's SUVs sell well because, well, they're Hummers! Porsche's SUVs sell well because Porsche is a semi-exotic and they build high-peformance vehicles. Saab builds understated, nicely-built, nicely-equipped, good performing, largely practical vehicles. Saab, IMHO, cannot leverage this image to sell a mid/large-size body-on-frame SUV. I don't see how it's possible. Saab's brand image does not fit with the target demographic.
From Saab's rather midrange situation in the luxury automobile segment, there are a lot of ways they can go. They can make their existing lineup more practical (more wagons, AWD, efficient engine technologies) or they make their line more sporting (bigger engines, AWD, neat suspension technologies). Either of these will do well. I'm not keen on the Saabaru idea, but I can see some wisdom there - the idea of a slightly upscale WRX makes a good degree of sense (especially when the WRX gets slammed for low interior quality). But I don't see in any way how can make a jump from four-cylinder turbo FWD unitbody quirky cars to big-six NA 4WD body on frame average trucks. I don't see the path, and I don't think America will, either.
IMHO, there is a reason Audi pursued the AllRoad and Volvo pursued the XC and Subaru pursued the Outback & Forester models. These companies are VERY much like Saab in brand image and demographic, and they brought a larger/taller vehicle to the table that didn't betray that demographic. Ford could have easily rebadged an Exploder or even an Expedition as a Volvo, VAG could easily offer an Audi variant of the Touareg, and Subaru, well, Subaru was screwed. ;) But my point is the same: If big, primitive trucks are guaranteed sales these companies (*especially* Ford) would have pursued them. But they didn't, because they aren't. Audi/Volvo/Subaru drivers buy CARS and they buy brand image. None of these companies could have parlayed their image into light truck sales and they recognized that fact, worked around it, and delivered a solution that met the marketing needs and the financial needs.
IMHO, if Saab is going to rebadge a WRX, I say go for it. Unless it's got a seriously nice interior and looks better than the current reworked WRX I don't think it'll really sell, but, at least it's a close fit. Besides, as a Saab owner I've been whining about more power and AWD for a decade. I'd be willing to see this one out, as it's a good first-whack at the idea. But why not just continue down that road and sell a rebadged Outback as well? Why not follow the Forester model and jack up the greenhouse on a Legacy and sell a "tall AWD wagon?" Seems to me a good idea. It worked pretty darned well for Volvo. I'm sure Subaru would love to have a luxury arm to compete with Acura/Infiniti/Lexus and with both Subaru's and Saab's long-time rally history I think it's a very good match.
But regardless of what I think about SUVs, I think the 9-8 is a bad *concept*. I have to admit, I do have morbid curiosity. I don't think the 9-8 will hurt Saab, I simply think it's a waste of everyone's time. I guess only time will tell.
-J
posted by 207.215.77...
, Sat, 19 Apr 2003 16:58:19, Fri, 18 Apr 2003 10:55:31 <-- Viewing This Message, Fri, 18 Apr 2003 11:48:47, Fri, 18 Apr 2003 11:28:39
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