FFS GM, How difficult can it bloody be to sort Saab out!!!!!
Right then, here are the products that you need:
1) Premium Hatch ala Audi A3 / 1 Series. This was required way back in 1997/98 (when the A3 was introduced) when it could even have been based on the Mk4 Astra platform. With the right styling, trim and engines, this could have been a credible rival to the A3. My mother, who had owned Saabs since 1970 to 1997 (typical loyal Saab customer in other words) was looking to downsize to a smaller car from a GM Saab 900. Saab had nothing to offer her, so what did she buy? Surprise Surprise; an A3. Right now, the second generation 'Saab A3' should be halfway through it's production life. I am utterly staggered that after nearly 13 years of the concept you have not even got started!!!
2) A sporty coupe and convertible similar to the Audi TT, now too in it's second generation; perhaps you have not noticed that whilst sitting in your Detroit ivory tower? Quite easy to put in production I would have thought, perhaps using the 9-3 platform. The 'Sonnet' name could even be revived from Saab's past maybe?
3) A small premium SUV like the X3/A5
4) Keep developing the 9-3 concept as it does seem to work (slightly), ditto the 9-5.
5) Perhaps a small hatch as well (Corsa platform perhaps?), perhaps with some overtones of the classic 96 models?
All the above must adopt a new original styling direction, which I accept is probably the hardest part.
So those are the basic products that are required then. Right the next step would be building brand awareness, and what better way than a return to The World Rally Championship; look what this did for Subaru?
Ford have managed to turn Volvo around in 15 years, surely GM could have done the same with Saab, which afterall has great brand strengths to build on.
Surely the above points are woefully bloody obvious, so why GM, have you failed???
