autoinsane

• 
• 
• 
• 
• 
• 
• 
• 
• More

Meeting with a small group of journalists from the New England Motor Press Association, Mike Colleran, President and COO of Saab Cars North America gave more details into how he and Saab management will steer the newly independent Swedish automotive brand. The automaker plans on launching four new models during the next year; The 9-3X, a new 9-5, a 9-4X crossover, and the 9-5 SportCombi.

One of the first steps the automaker will take under Spyker ownership will be to expand its product range. Between now and spring of 2011, Saab plans to introduce four new models. In April the company will start selling an Audi All-Road like 9-3X. The new model will sport unique sheet metal over the standard 9-3, Saab’s XWD system for gas models, a new 1.9L turbo-diesel for 2WD models, and raised ride height.

In July, the heavily anticipated and completely new 9-5 sedan will start landing at dealerships. In early 2011 the Saab 9-4X, a new crossover based on the Cadillac SRX, will go on sale. Finally, in spring of 2011 the 9-5 will be available as a SportCombi (wagon).

The second step for the brand will be to reinvigorate the Saab message. A new brand slogan, “Move Your Mind” will be launched in the US. Mr. Colleran expressed the brand’s previous “Born From Jets” campaign didn’t work and was quickly ditched. Acknowledging that current pricing was too steep to be competitive, Saab-Spyker management has also dropped the MSRP on the 2010 9-3 from between four and twelve percent. “Audi is a target for Saab”, Colleran noted as he explained the new strategy.

Management isn’t focused on just expanding the brand up. Smaller and cheaper models, like a potential 9-1, are also very much under consideration. At the same time, Colleran does not rule out  the possibility of a  high end sports car. New Saabs going forward will carry more style and refinement without losing any signature Saab quirkiness. Fans of the center console mounted key rejoice; It’s not going anywhere.

Unlike their previous owner, General Motors, the new Saab will not be forced to cut any dealerships out of its network going forward. Every Saab dealer that is still in business has been invited back to participate in the new company. To support that dealer network Mr. Colleran expects Saab to be selling 125,000 vehicles a year by 2012.

Lastly, while the company is free from GM ownership, there are still several engineering connections. The new 9-5 and 9-4x are based off GM platforms and were engineered while the brand was still under the larger company’s fold. Saabs built under GM ownership will also be warrentied by GM, although through current Saab franchises. Being relieved of old warranty claims will give the new company some financial breathing room going forward.  Colleran also told journalists to expect that the company will search for new and/or additional engineering and platform partners, aside from General Motors.

Mr. Colleran, who just took on his new job just last month (February 2010) seems especially suited and excited to lead Saab North American operations going forward. He’s been at Saab since 2005 as the National Sales Director, taking on responsibilities at for Cadillac and HUMMER in 2008.

Mr. Colleran was in Boston attending the very first dealer conference since the brand took new ownership.

Related posts:

1. Koenigsegg will offically buy Saab from General Motors
2. Saab and GM Just Don’t Know How to Quit Each Other
3. 2010 Saab 9-5 officially unveiled, now departing for Frankfurt
4. Genii Capital rumored to rival Spyker bid in last minute faceoff for Saab
5. Saab story: GM simply cannot find a buyer