Saab is desperately searching for an identity inside the GM community. A while ago a wrote a post where a suggested that Saab should try to grab the design category, which according to me is a highly interesting and relevant category, and actually vacant at the moment.
The video above is the Saab 2007 brand video which I found over at YouTube. June 10 Saab is unveiling the new 9-3 model. According to the rumours the 9-3 has ascendence to the Aero-X concept car (the Aero-X microsite is worth a visit). The first complete re-designed model by the recent design director Bryan Nesbitt will be the 9-5 which is planned for 2009. I’m still not convinced if the somewhat americanised and vulgar design language of Nesbitt is the right choice for SAAB.
I drive a Saab myself and I have always liked the somewhat austere brand identity. The brand video is showing the Scandinavian heritage which I think is important for Saab if they would like to position themselves inside the degenerated and smoothed-out car industry. Stringent design is another necessary attribute as well. Iconic models like the Mini, TT, Beetle and 911 could work as good examples.
Andra bloggar om: saab, bryan nesbitt, 9-3, aero x, varumärke, identitet, design
Loading...
6 comments
J.W.Vester -- Saab USA says:
Jun 6, 2007
Hi David,
Just curious, what Saab are you driving? I personally own a ’84 900 5-door, a ’94 Convertible and an ’04 9-5 SportCombi, so I think I know what you are talking about.
Personally, I think that the Aero X Concept is about as strong and confident as it gets, in terms of making a statement for Saab’s brand identity by blending the best of its Scandinavian and aircraft heritage.
Though he did not draw every line himself, the man ultimately responsible for the Aero X design is Brian Nesbitt, demonstrating his talent for understanding more than just one brand or culture and translating that into a product that resonates exceptionally well with its target audience — inside and outside the current Saab community.
Following the Aero X-inspired new 9-3, which we’re just now introducing, there’s a flood of new Saab products in the pipeline that will take our brand essentials step-by-step to the next level. Trust me, it will be exciting times for Saab fans — so stay tuned!
Happy Saabing,
Jan-Willem Vester
Manager, Saab Automobile USA Communications
P.S. I hope to see you at the 25th Saab Owner’s Convention in Troy, Michigan in the weekend of August 24-26
tim power says:
Jun 6, 2007
David – Jan,
As a Saab owner (’96′ 900 SE) I want to listen, to understand, and applaud you both: most of all, I am glad that Saab management has taken the time to respond to Davids Blog.
David, your doubts and concerns about Saab loosing its identity due to a ‘degenerated’ design process is well founded….as we all know, the decision making process in an american company is more convulted and often more comprimised than that of a leaner european company such as what Saab was
once…..i want to wish Saab luck to deliver on all of the promises that the advertisment / microsite made. The advertisement pushed all of the right buttons. We can only hope.
Jan….I am hoping that you at Saab can do, as you say, please many people, both inside and outside the Saab community.
I look forward to seeing your new automobiles, but not allot please! – just one or two good vehicles every so often will suffice – too many models leave no-one happy and blurs a brand (see Sony) whereas infrequent updates coupled with design beyond the smoothed out surface, and that only when necessary (see Apple) lead to truly enviable brands.
Once heritage is established, it needs to be protected…….I wish you well.
Sooner or later I will need a new car.
Tim Power
David Carlson says:
Jun 7, 2007
Jan, thanks for commenting on the David Report blog. At the moment I’m driving a 2001 9-5 but will try to upgrade to a more environmental friendly Saab in the near future. Maybe I should wait a while and take a look at the new 9-5 (as I understand it will have a totally upgraded look based on the Aero-X design language). As I mentioned in my post I like Saab a lot. But it is a tough world out there and you really need to push the right buttons to survive nowadays. Tell a good story, add emotions, create iconic design, involve your customers and keep your promises – that’s the name of the game. My main fear is that Nesbitt will turn the Saab design style towards an American car look (in contrast to your brand strategy which is trying to bring forward your Scandinavian heritage). But I’m the positive type, and as Tim mentioned in his comment above – the advertisement pushed all of the right buttons. I really wish you all luck!
Unfortunately I’m based in Sweden and will not be able to attend your Michigan event.
Steven Radney says:
Jun 17, 2007
I’m excited that this thread has lived on, and continues to draw commentary from passionate SAAB fans.
So, let me get straight to the point. The 9-3 is the platform to carry SAAB into the future. I hope the upcoming 9-3 is just a 1-2 year stand-in until a proper successor is hatched. If the 9-5 is to get the all the love first, there may not be enough time to do a ‘trickle down’ approach to bringing the rest of the line full circle. It’s all about the 900/9-3.
It’s not about Aero-X design either. It’s about reconnecting with a loyal, but exhausted fan base…and connecting with a new generation of SAAB customers. It’s about creating a user-experience that delivers at every touch-point. The design of the cars is just one small piece of making this work…and I believe SAAB has the opportunity to create this, if it plays its cards right.
Jan, I’d love to see sales trending on the new 9-3 in six month intervals after the launch. I would also like to know what percentage of the refreshed 9-3 customers are actually new to the SAAB world.
Cheers,
SR
David Report blog » Launch of Saab 9X BioHybrid Concept says:
Sep 13, 2009
[...] crew would be able to develop the Saab heritage into relevant design for the future (read here and here). One of my critical standpoints was a risk (according to me) that the originality of the Saab [...]
Graham Hetherington says:
Oct 20, 2009
I am currently studying automotive design within an english university and about to start out on my major final year project. What i am about to do is start out on design investigation into where i see the saab brand for the next generation.
The year is 2025 and in this year i see saab as being original, pure and elegant in its exterior aesthetics and highly technologically advanced with its interior. My aim is to pay close attention to scandinavian heritage and particularly the dynamic simplicity of saab. From reading these articles on this page it is apparent that the individuals on here have a huge passion for saab. My question to you is what is your opinion on saab for the year 2025?.. keeping in mind by this time you will have aged 15 years and your needs from a vehicle may have changed.
My initial proposal is to investigate needless consumerism, (looking at how brands are pushing products out too fast and not staying emotionally connected to there heritage) extended product life cycle, a certain watch makers brand philosophy ‘You don’t actually own a patek phillipe…. you merely take care of it for the next generation’ and future technological advancements with fuel and power trains.
Any response both positive and negative will be greatly appreciated.
Thank you for your time
Graham