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.

It’s hard to argue the point: of all the brands under the GM banner, Saab seemed to rely almost exclusively on word of mouth buzz. It was almost as if a consumer was expected to go to a GM dealership and quietly ask for “the good stuff under the table.”

“We [Saab dealers] are constantly frustrated by the lack of support GM puts behind the brand,” one Toronto-area Saturn/Saab dealer told me a few years ago. “It’s never made sense to us because the product is truly excellent.”

Even so, going by the numbers, Spyker certainly has its work cut out for it. From a record high of 133,000 global sales in 2000, Saab slid to 98,000 units by 2008. Official numbers for last year have yet to be released, but some insiders say Saab sold just 21,000 cars worldwide in ’09.

But for Skovbjerg and thousands of other die-hard Saab fans (Saab owners tend to be a fervent bunch), hope springs eternal. And there’s a feeling now that Spyker is in the driver’s seat, Saab has an owner that truly cares about the brand.

Here’s hoping that under Spyker it won’t be the same old Saab story for this sweet Swedish ride.

Comments

God it is nice to see the death Nell of Toyota it was to bad Ford and GM were caught with the cars (Vibe) that Toyota built for GM that was found to be crap too. SAAB was kept resurrected by GM all those years by GM at a loss ,keeping people employed in a plant that was going down and sucking GM with it. This is not to say you don't have all the information you need to be so critical of GM in its shedding of SAAB but to throw bucks on adds sounds like the sucking noise that was made when all those jobs went to Mexico.This was before your time too. Thanking you in advance for all the input on 5,000,000 Toyota's you failed to bring up. Giving GM and Ford plan to help all those Toyota drivers that can not stop their cars from speeding in their direction.

@johncando: Newsflash buddy, Toyota maybe facing problems right now but I seriously doubt they're going to end up like Pontiac and Saturn. As for Saab, I'm glad that they finally get the opportunity to be a relevant car company thanks to Spyker. They almost died because of Garbage Motors' neglecting them.

I am Just a person that has worked with the car experts like yourself . The facts are Toyota has known about the gas pedal for three years, the sludge for 8 years . The facts are how did their boss live this long Japanese tradition has ways of cutting out bosses that fail.The stuck mats were an excuse you ask the Consumers Report about that too. The Consumers Report has been crap as you can attest too ,with the problems missed by them with all their experts, Laughing at GM and Ford ,Chrysler and kicking the workers when thy were down ,give all of them the last laugh. What is market share now ? News Flash ,guess this is not the end but it must be like a kick in the parts department.

Toyota did not become the #1 auto builder in the world by building bad vehicles. " cando" would have us believe that Consumers Report , an independent , american ,subscriber supported edition is somehow responsible for the collapse of GM and Chrysler. Give me a break.That publication has a responsibility TO ITS SUBSCRIBERS and the general public in the U.S. ' and Canada who purchased their publication. To suggest that a minute scandinavian auto builder producing less than 100,000 vehicles a year is somehow responsibilble for the bankrupcy of GM is the fruit of blatant denial. Saab had no powers concerning Oldsmoblie,Hummer Pontiac , Saturn etc.
As for those who would glaut over the present recall by Toyota , I would point out the fact that Toyota builds a large part of its north american production , right here in Canada.and has contrary to GM , increased its workforce in Canada, without billions in grease money from Ottawa .

@ Big 3

Check yourself man, and do your research. Just because Toyota's 'grease money' came from Tokyo and not Ottawa, doesn't make it any less a bailout.

Toyota became number one by beating GM at it's own game. Outsource jobs (from Japan where labor and real estate is ridiculous) to NA where it's way cheaper, and rush unproven, short-sighted designs into the market to fill a short-term need. It's unfortunate that Toyota did it with their whole product line but hey, what can you do.

And on a final note. I've owned several vehicles in my time, new and old, domestic and import. Best and most reliable is my current truck, a 1992 GMC Sierra which I bought with 220,000 on the odo and now has over 400,000 and hasn't needed anything more than the regular maintenance and a steering pump. And I live in Inuvik. My buddy next door has had his new Tacoma towed from his driveway twice this winter so far.

TOYOTA in fact invaded America because of the blind side of the buying public,just like it did in ww2. GM was in bad shape as was the equipment in America after pounding out War equipment on presses that were in place from 1900 till 1987. Oh say what you will America wanted transportation for nothing and buys used or wheels for cost .The government has done a great thing by making all manufacturing of cars in North America equal .GM has been able to shake loose all the old buildings it could not sell but payed Property Taxes on for x number of years . The public won Auto workers that were retired were made to take on the cost of some of their health care in Canada too $70. bucks a month off my pension . Then the pay back GM has stated that its loan from Canada will be gone in June and its Debt to the USA Government will be decreased by more than half. Toyota should be this luckey to be decreased by half in June too. This is not only a fast isue but to lie about the Brakes too

What does all this anti-Toyota drobble have to do with Saab. This scandinavian firm that produces original cars will now free of GM . Saab , contrary to Olsmobile Saturn, Pontiac and Hummer will live on.

Saab is an original brand. I can understand why GM would have bought into into the 90's. It could offer body designs from its euro and american vehicles. God only knows why they wouldn't build here in north america creating a continental interest in the brand. Let's hope that the owners can save a unique automotive heritage.
Apparently the 4 wheel drive version was without equal in stability.

Sorry about my rant on Toyota and not anti Toyota but pro GM. The GM story on SAAB was that GM did not infact change the design or production of the product, The sales were on the skids when GM became involved and was able to maintain the production until the US Government asked GM to get rid of all of its loose ends. GM has to some degree it still holds millions in shares in SAAB .

I've owned many manufacturer's cars over the years but I sold my newer cars and now drive two pre-GM SAAB 9000's. Both are Turbo 4cyl's that comfortably seat 5, consistently get 40 mpg on the highway and will still outpace many new 'sports' cars. Are they querky? yes, Are they well built, solid and retain one of the lowest fatality rates per mile of any car? Yes. Did GM destroy that by trying to stick Saab badges on cheap Opel's expecting no one to notice? Yup.

Ford survived by putting in an non Auto based CEO to run the show, GM didn't. Toyota' has taken GM's place but seems to forget that before the mid 1970's GM too made the best cars in the world. Hyundai & Kia are now where Toyota was in 1990 (something to think about).

I hope that Saab can return to it's niche; "the quirky iron fist in an understated velvet glove". It made what many of us grown up drivers want; power, safety, economy, tranquility, subtle individuality and anonymity.

Yes in fact you agree that safety is the greatest? Toyota will have to answer for accidents that have in Toronto put cars through bus shelters and are the 12 killed in Toronto on their shoulders.old lady into house do you think when the four driving in the Lexas talking on the phone to a 911 operator with a stuck exelerator were happy with their Toyota,you bet. Their end too will count on Toyota.Then to your count GM did in fact keep SAAB in a healthy place on safety.I drove cars like 55 Chev conv.56 two dr hd top 56 push button Dodge,Fiat Renault Gremlin and now Enclave Buick . after 78 cars I am happy to say I am no Expert. The 32 years with GM in Reliability help,but the 8 years as GM of Canada rep on the Product Development Team in Detroit would give me a little idea of what is out there and I retired 17 years ago. Thank you for your input .

10 out of 10 for SP . this guy seems to have the credentials to critique this issue. I only wish I had the cash for a 9.3 equipped with the swedish made 4-wheel drive system which apparently is the best in the world.
Perhaps the brand can retirn to it's origines !.

Here's a piece of news that may interest "johncando" . GM is being investigated this monday feb.8 for brake problems on the Chevy Cobalt, up to one millions cars could be recalled. Don't be to fast at pointing the finger at Toyota or any other builder As you can see " johncando" , what goes around comes around REAL FAST !!!!!!!!!!!!!!!!!!.;

Feb 13 Big Three Blogger , Toyota tundra drive shafts ? Good for Toyota ,SAAB will be around longer than Toyota at this rate.

Feb.13 "johncando" " Saab is going to outlive Toyota" . Let me understand,. you expect us to believe a company that is #1 in the world will disappear before one that is just ahead of Rolls-Royce in terms of production. Yea right . Dream on.
Many brands have disappeared over the past few months or years . Here's a short list .........Olds , Pontiac, Hummer , Saturn . It appears Saab MAY just slip by, but don't count on it !!!

My guess if you go starting with the A's Abarth became Fiat AC cars became Cobras, Adler etc I could give you the information on most. The Idea unless you build a Cheap Reliable killer Car, not a Car that kills your chance of staying in the American market is like Oldsmobile ( bought my first one in 1958 a 56 Super 88) $1,466.00. The $36,000.00 in 2000 was out of site. Pontiac was great in the 70's I drove 2+2 it was like the Bonniville prices went into the $18,000.00 to over $30,000.00 for 6.6 trans am .Hummer, Saturn were costly mistakes for GM Saturn was no in GM's interest started out as another car Company with its own dealer network ,not enough sales bought in SAAB and others to keep dealers in buisness. I would guess you would have the short list ( I have been around for the long list have driven 50 years and had Gremlins Dodge Darts and Grand Nationals ).I think for sake of argument SAAB have a great history and Toyota now is history. The cost for every law suit involving the lawyers in the USA will stager this Golioth .Two one million class action started three years ago. Toyota is getting out of the USA because of its Health cost for employees and freezing its assets in the USA is next. The dealers are turning on Toyota for keeping them gaged. (tell me your thoughts as to what will happen ),these are mine. Thanking you in advance for your reply.