Saab Analysis
Most of the analysts here in the US are talking about how Saab is basically not a big deal for GM. Saab only sold 7,441 cars in the US through October, which is roughly equivalent to 5 days of Silverado/Sierra sales.
But Saab can and should matter to GM. Saab still has a good name brand in the US, neglected, but never unloved. It is known as a European car maker: I bet less than 1 in 5 people who say they like Saab even know it is part of GM. And thats a good thing when you are trying to sell upscale Swedish cars.
What GM bought, and what they totally ran into the ground, is a car company that had the potential to take on BMW and Audi. It was Swedish, so it was good in the snow. It had power and handling. It was good looking (unlike Volvo). These are all traits and ideas in buyers minds that could be revived relatively easily with a competent new car.
So no, Saab does not matter right now for GM's sales. But it is a huge opportunity going forward if GM can play its cards right - or someone else can for that matter.
But Saab can and should matter to GM. Saab still has a good name brand in the US, neglected, but never unloved. It is known as a European car maker: I bet less than 1 in 5 people who say they like Saab even know it is part of GM. And thats a good thing when you are trying to sell upscale Swedish cars.
What GM bought, and what they totally ran into the ground, is a car company that had the potential to take on BMW and Audi. It was Swedish, so it was good in the snow. It had power and handling. It was good looking (unlike Volvo). These are all traits and ideas in buyers minds that could be revived relatively easily with a competent new car.
So no, Saab does not matter right now for GM's sales. But it is a huge opportunity going forward if GM can play its cards right - or someone else can for that matter.
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