SAAB is now sold to Spyker from the Netherlands - a sports car maker which
is as exclusive as it is small. So the Swedish make seems to have a future.
But, SAAB have been unprofitable for almost three decades, and it's hard to
believe that their new Dutch owner has the means needed for a sustainable
turnaround. That may be possible, but it takes hundreds of millions of Euros.
So far there are no hints the money is to be invested.
Spyker boss Victor Muller, on the other hand, appears pretty optimistic, but
he keeps silent regarding financial backing. Instead he fantasises about the
future line up. In an Interview he lately said that the concept car Aero-X
would be the right thing for SAAB. Yes, but economical aspects don't speek in
favor for this project! Even when Spyker's hardware is put under the body
of the concept car, the thing is likely to remain way too expensive.
The new 9-5 is more suitable to bring moeny in. It's ready for production
and it features the latest technologies, meeting today's standards.
By means of good marketing and
customising options, it should be the right hardware to turn SAAB into what
they were once: A brand for discerning individualists. Nonetheless, mega
companies such as Toyota and Volkswagen invest dizzying amounts of money on
future technologies, so that even Mercedes' mother company Daimler feel too small.
So how could Spyker successfully compete with Audi, Lexus and Mercedes? What they
definitely need is as strong partner. GM could play this role, under the condition
they become competitive and survive themselves! Because, Toyota and Volkswagen won't
hardly be keen on supporting a rival of Lexus and Audi respectively. Even small
specialists such as Fisker and Tesla have other interests than sharing niches
with bigger ones.