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.


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