Could premium small cars be the next hot segment? Things appear to be heating up with the MINI being joined by the Volvo C30 and word of another Swede stepping into the fray. Saab will unveil its Delta platform-based 9-1 at the 2008 London Motor Show and it will be available for purchase in late 2009. Nondefinitive descriptors provided by Saab assure us that the 9-1 will be dramatically styled with an iconic shape. There had been some attention paid to a high-roof small CUV idea, but Saab asserts the 9-1 will be sporty in that Saab way, though it will have the functionality younger buyers are looking for.
Rather than pile on to the CUV segment, Saab could cash in some retro love and still make a very Saaby and useful car that doesn't put on truck airs. The Saab 99 of the 1970s could provide some inspiration for the 9-1, resulting in a car that doesn't occupy a lot of space, but can swallow a refrigerator. Look to the 9-3X and 9X for hints about what the car might actually look like.
[Source: Autocar]
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Reader Comments (Page 1 of 2)
PassingAlong @ Dec 5th 2007 10:01AM
Saab: Too little, Too Late.
Andrew @ Dec 5th 2007 10:19AM
I disagree.
Justin @ Dec 5th 2007 10:20AM
I also disagree. If anything, now's the time.
k.w.a @ Dec 5th 2007 10:22AM
they are a bit late, but their image isn't completely destroyed yet. they still have a fanbase. it's good that they're making a car designed for Saab loyals
Andrew @ Dec 5th 2007 10:29AM
For example, years ago in a marketing class, a campus-wide survey showed that college students between the age of 18 and 25 prefered, amongst other brands, the Saab over every single "domestic" brand. These are the people who will be making the money, these are the people who car makers should be catering to.
jimboll @ Dec 5th 2007 11:04AM
Andrew,
How many years ago?
I don't think that the old data about educated people buying Saabs is not relevant anymore.
I know a lot of people who would fall into that demographic. While Saabs were great before GM, I don't know anyone who would take them seriously now. No amount of nostalgia inducing new offerings will trick anyone into thinking Saab is still unique or worth another look since the nineties.
Andrew @ Dec 5th 2007 11:14AM
Jim: 4 years ago. What stance are you taking in your response? You don't think the data is not relevant, as in you think it is relevant?
I don't think young people wanted to buy the car for nostalgia's sake. Brand loyalty comes from many different places, but I suppose what we found in our survey is that if the name is European it was generally at the top of the list (despite Saab being owned by GM). I assume the view of European cars is one of luxury, economy, and subtlety. After European cars came a slew of Japanese, then American, then Korean. Obviously there were a few mixed up in genres, as Hummer fared better than Kia.
jimboll @ Dec 5th 2007 11:47AM
That 'not' was a typo. I was referring to an old Saab marketing campaign that stated people with masters degrees and higher were more likely to buy a Saab than any other car. (something to that effect) Your college study reminded me of that.
Your results are interesting since Saab doesn't really market to college students a lot, but I think you're correct because it's a Euro badge they perceived it as better than 'domestics'. It would be interesting to note if the students knew it was GM (domestic owned).
paul34 @ Dec 5th 2007 3:43PM
Agreed.
>> but Saab asserts the 9-1 will be sporty in that Saab way
"In the Saab way"? So you mean, with a typical GM interior with crappy plastic (worse than current GMs), no sense of real identity in style, rebadged GMs, and ridiculous features, such as a reverse lockout to be able to take out a key? Hey, ever thought of how much smarter it'd be to let the driver CHOOSE what gear he wants to park in, or maybe just leave it in neutral once in a while?
I personally would always leave it in first if I parked in reverse, my usual parking method. That way, if you forget to put into neutral and dump the clutch after cranking, you won't send your car into a hard wall or another parked car in a parking lot.
Come on guys, use a little common sense. Oh wait, I forgot you're Saab. Nevermind.
Andrew @ Dec 5th 2007 4:12PM
Paul, wouldn't common sense say "make sure you know where the gear shift is when you start the car"? I dunno, I've NEVER accidentally dropped the clutch in gear after starting. Then again, I use common sense.
Zane @ Dec 5th 2007 10:08AM
News: The "premium small cars" segment has been uber hot for quite some time. The A3 (8L/8P) was the original leader, and along with the 1-series, 3-series compact, MINI and the A-class, is proof enough of this.
Richard @ Dec 5th 2007 10:13AM
Yeah. I think you have to add the STi in there too. I mean, when your done with it the price will be close to $38k.
Richard @ Dec 5th 2007 10:14AM
BTW, this is what the - I think now dead - Saabaru (92-) should have been!
Chopper Dave @ Dec 5th 2007 10:20AM
True, but that doesn't apply in the US, where the only pre-MINI premium subcompacts, the BMW 318ti and the M-B C230--failed miserably.
It appears US car fanatics, particularly Europhiles and the gasoline-conservative, have wanted these cars here for a long time, but then, we're smarter than the average consumer.
Andrew @ Dec 5th 2007 10:24AM
I completely agree, the market's only going to get bigger. Young people with money want something economical, luxurious, and understated. Well, at least I do.
Richard: I still don't think the STi has the whole "premium" aspect down yet. I've driven the car many times, enjoyed the ride, but strongly lacking in the understated/luxury aspect that Saab, Audi, and BMW picks thrives on.
Menice @ Dec 5th 2007 10:09AM
cool love coupes.
woudl like to see more pics, seems kind of saturn/pontiac solstice origin in that pic. agressive, probably no chance then of them bringing it to the USA then.?!?
Chopper Dave @ Dec 5th 2007 10:21AM
Menice, that's the Saab Aero-X show car, not the 9-1 concept. The 9-1 will be revealed--future tense.
SherbornSean @ Dec 5th 2007 10:12AM
Nomad reskin
Alex @ Dec 5th 2007 12:08PM
But thats not a bad thing. Looking at the Nomad, the basic design would work well for a Saab. Short overhangs, long low hood, full hatchback. In fact if anything, I would hazard to say that the design of the Nomad looks like Chevrolet taking cues from both Saab and the Nomad of the 50s.
Andrew @ Dec 5th 2007 10:31AM
Chopper Dave: You can't bank on what happened 10 years ago. Our country, as well as the rest of the world, is a very different place now.