Saab owners needn’t sob anymore: the brand is saved (maybe)
By David Menzies
Christian Skovbjerg is probably thinking of buying a lottery ticket these days. After all, the super Saab fan feels like he’s already hit one jackpot.
Skovbjerg is a member of the Saab Club of Canada and is owner of an auto repair shop in Oakville, Ont. that specializes in Saabs. Last weekend, behind the wheel of his snazzy blue 1974 Saab Sonett, Skovbjerg was part of a convoy of more than 100 Saab owners who descended upon GM Canada’s headquarters in Oshawa. They were there to protest GM’s plans to mothball its Swedish automotive division.
In truth, last weekend, the idea of Saab being saved by anyone looked about as likely as the rebirth of the Pontiac Firebird. After all, in recent months, various would-be buyers for Saab turned out to be commitment-shy tire-kickers.
But a few days ago, GM announced it had reached an agreement to sell Saab to the Dutch sports car manufacturer Spyker Cars NV. Once the deal closes (it’s expected to be finalized around Valentine’s Day), Skovbjerg’s Swedish love affair with Saab will continue.
“Saabs are great cars, and Spyker is a good fit as an owner,” he says.
That would be in stark contrast to GM, which didn’t seem to know what to do with Saab. For starters, the General was inept at marketing these fine cars (hands up anyone who can recall a noteworthy Saab ad campaign in the last 15 years?) In fact, Skovbjerg contends GM really only wanted Saab for its technology and research and development.
