• Dec 22, 2009
When General Motors announced it was sending Saab to that great Viking longboat in the sky, AutoTrader.com dug through its search database to see where bereft Saab customers would turn to for consolation. This will be a surprise to almost no one, but other European marques top the list of substitutes.

BMW was the most cross-shopped vehicle among people at AutoTrader's site looking for Saabs, with Audi a very close second, beating Volvo and Volkswagen for the next spots. The only mild surprise is that Toyota took the number five slot, ahead of two other Japanese brands, and Mercedes-Benz in eighth You can read the press release after the jump for the complete ranking of Saab alternatives. In case you were wondering, Spyker didn't make list...

[Source: AutoTrader.com]

PRESS RELEASE

AutoTrader.com Cross-Shopping Data Shows BMW Top Cross-Shopped Vehicle Among Saab Shoppers

ATLANTA, Dec. 18 /PRNewswire/
-- With the announcement today that GM will shutter its Saab division, BMW may be a winner, according to cross-shopping data from AutoTrader.com, the ultimate automotive marketplace. Thirty-three percent of Saab shoppers also looked at BMW vehicles while researching and comparing new and used vehicles on AutoTrader.com, a larger percentage than looked at any other brand.

Audi, another German manufacturer, may also see some new customers, as 31% of Saab shoppers also looked at Audi models listed for sale on AutoTrader.com.

"The top four brands Saab shoppers also looked at while on our site were all European, showing some preference for European styling and handling among Saab shoppers," said AutoTrader.com President and CEO Chip Perry. "As the Saab brand is shut down, it is likely many of those buyers will gravitate to those other European brands, although our shopper activity on AutoTrader.com shows Saab buyers are also interested in some American and Japanese brands."

The top 10 brands that Saab shoppers also looked at on AutoTrader.com during 2009 and the percentage of Saab shoppers that also looked at those brands are:

1. BMW - 33%
2. Audi - 31%
3. Volvo - 29%
4. Volkswagen - 27%
5. Toyota - 27%
6. Nissan - 26%
7. Honda - 24%
8. Mercedes-Benz - 24%
9. Ford - 23%
10. Chevrolet - 22%

About AutoTrader.com

AutoTrader.com, created in 1997 and headquartered in Atlanta, Ga., is the Internet's leading auto classifieds marketplace and consumer information website. AutoTrader.com aggregates in a single location millions of new cars, used cars and certified pre-owned cars from thousands of auto dealers and private owners. The site attracts about 15 million unique monthly visitors. Through innovative merchandising functionality such as multiple photos, videos, detailed descriptions and comprehensive research and compare tools, AutoTrader.com unites new and used car buyers and sellers online to improving the way people research, locate and advertise vehicles. AutoTrader.com is a majority-owned subsidiary of Cox Enterprises. The venture capital firm Kleiner Perkins Caufield & Byers is also an investor. For more information, please visit www.autotrader.com.

SOURCE AutoTrader.com


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 51 Comments
      • 5 Years Ago
      My feelings towards Saab is that if GM could get rid of the legendary Pontiac brand, this brand could bite the dust too. I mean really how much of a real dent has this brand made in the automotive world over the years.


      Saab, we hardly knew you, Farvä´l!
        • 5 Years Ago
        @cacmf

        Dude c'mon, WideTrack!

        *snicker*
        • 5 Years Ago
        Either way folks...both Saab and Pontiac are a done deal. Good Day.
        • 5 Years Ago
        Well said
        • 5 Years Ago
        Different strokes for different folks but there is no comparing Saab
        to Pontiac. As this article proves Saab attracted the interest of
        buyers in the euro luxury market, something Cadillac still wishes it
        could do. Many of them obviously weren't buying Saabs but just being
        considered among that group with actual buyers (not autoblog readers)
        is not something to ignore.

        Pontiac on the other hand was loved by some people here in the US who
        remember its golden days in the 60's & 70's but most consumer's
        considered it a tacky plastic covered joke and that's why GM killed
        it. It competed only against other GM brands and other US makes at
        best, it made no dent in any of the Japanese brands and I'm sure BMW
        lost no sleep over the G8 despite how good it was.

        As for Pontiac's innovation in the past 5 years to 10 years why would
        you even bring that up? There is nothing and if there was something
        it would be found on other GM cars. The fantastic G8 wasn't even
        developed by Pontiac, it was pure Holden tweaked for Pontiac and
        built in Australia. Saab on the other hand came up with XWD which
        is now the all wheel drive system GM is putting in all their cars.
        Additionally have you noticed how many GM cars are getting turbos?
        That came from Saab who pioneered the turbo, GM didn't develop their
        own.

        I'm sorry you lost your brand, it sucks to loose any historic car
        brand no matter what their current state is but the sad fact is that
        GM, like many of its brands, watered pontiac down to nothing and the
        awful G3 was a prime example. GM did the same thing to Saab with the
        9-7x and 9-2x because the management listened to its bean counters
        rather than its designers, engineers or marketing teams.
        • 5 Years Ago
        Name three things in the past 5 or 10 years that has come from Saab that has sent consumers flying to the dealerships to scoop them up? My original comment regarding dents was meant more at sales...something Saab has never really had for years as compared to Pontiac (in the U.S). Switch to a global view and still Saab sales are no where near its competitors. Once again...

        Saab, we hardly knew or bought you, Farvä´l!

        • 5 Years Ago
        Pontiac was only legendary in the US, Saab was world-wide. The company has a laundry list of accomplishments not the least of which include advancements in turbo-charging, seat belts, anti-knock sensors, direct ignition, and various safety features that would make Volvo envious.

        To sum up, Saab has made some very significant dents in the automotive world. What, again, was Pontiac at the forefront of?
        • 5 Years Ago
        Name three things in the past 5 or 10 years that has come from Pontiac that has sent consumers flying to the dealerships to scoop them up...

      • 5 Years Ago
      SAAB is SAAB, audi and bmw (german mainstream) no way, maybe VOLVO but i don't think though, VOLVO is a great Brand i have owned a lot Cars from VOLVO( i still own one today) but it is not the same feeling like to drive a SAAB
      • 5 Years Ago
      Best picture ever! hahaha
      • 5 Years Ago
      BMW already benefited from me....thanks to their FINALLY bringing as diesel car (the 335d) to the US. It complements my 9-5 Aero wagon very well. In fact, the 335d may rank as the best car I've ever owned from a quality/performance/efficiency perspective.

      • 5 Years Ago
      No one, Saab sales were too minuscule.
      • 5 Years Ago
      Haha hilarious picture
      • 5 Years Ago
      LALALALALA I DIDN'T READ THE ARTICLE (I just read that lovely captioned picture)!
      • 5 Years Ago
      Volvo will probably take over many of the loyal owners of Swedish cars in the future.
      One thing for sure, GM should not expect to benefit from their bad decisions in management. At 101 years, GM is looking pretty sickly. I wonder how much longer until they die too?
        • 5 Years Ago
        Sickly? GM today, is one of the strongest auto companies around. Six months ago? not so much, Six months from now? They'll be even stronger.

        Saab ran out of ideas a long time ago, GM's faux-pas was to buy them in the first place.
        • 5 Years Ago
        Alex Hobbs, you are correct: GM needs better management, in all levels of the company. Not only are they owned by the government, but they are polluted with internal political problems which is why they have so much trouble. I decided to stop buying anything from GM until they start getting people from outside their own heirarchy. Here in Sweden we have a different form of management that works much better, it is more of a flat heirarchy. America seems to be working under old style patriarchial systems. That is why GM is having problems. Maybe somebody is trying to make better products, but the end consumer is not convinced. This internal illness at GM needs to be cured or else they will die suddenly.
        • 5 Years Ago
        If GM is sickly with its best product lineup in recent memor, and Volvo is already on its deathbed, what would you consider healthy?
      • 5 Years Ago
      Sounds about right in my opinion.

      But hopefully some kind of deal can get finalized so that Saab can stick around and continue to make quirky cars for quirky people.
        • 5 Years Ago
        ehh... the "don't buy a competing brand" theory doesn't really apply to the VAG.

        VW, SEAT, Å koda are all on a fairly level playing field. Same can be said of Lamborghini and Porsche. Then there are the cars like the Audi R8 stepping on the Gallardo's toes and the VW Phaeton going head to head with the Audi A8. Hell, the Bugatti 16C Galibier will likely be compared to the Bentley Mulsanne.

        Still... I get your point, doesn't make a whole lot of sense to pick up Saab when the technology that Saab has VW/Audi is already good at (turbos and all wheel drive).
        • 5 Years Ago
        I figured as much as well. That's a big reason why I rallied against the thinking that VW/Audi should buy Saab as some on here have stated. Makes no sense for them to pick up a brand that directly competes (however poorly) with a brand they already have.

        If nothing else, it's in Saab's best interest that a competitor doesn't pick them up if they want to survive. Due to their poor sales, if a competitor picks them up, look for them to kill off the brand and just absorb the pieces rather than to try to build up a brand that could steal away sales from their already established marques.
        • 5 Years Ago
        Right. the R8 isn't a direct competitor to the Gallardo. Different markets entirely, price, sales, and customers reflect this. same goes with the Pheaton and A8. The problem is, the Pheaton audience, essentially VW nerds with money, is way to small to justify the car.

        Were vw to buy saab (pointless, given how ridiculously successful audi is world wide) it'd be a direct competitor to Audi. No odd skirting around established customers bases, costs, clientele. just a direct competitor and VAG doesn't need that. It made sense when Ford bought Volvo, Jag mayhaps, with Lincoln not appealing directly to the audiences volvo and jag appealed to but like you all are saying, SAAB under vag makes zero economic sense and that's why VAG has zero interest. Maybe if audi wasn't approaching 1,000,000 cars this year. But even then, I'd guess no.
      • 5 Years Ago
      This is definitely true for my now retired dad who at the time was leasing company cars for years only had these brands other than one Alfa.

      Oh and loving that picture.
        • 5 Years Ago
        "only had these brands"
        Saying that i mean Saab, Audi and BMW
      • 5 Years Ago
      So the Germans stand to gain about 20 more customers worldwide then. Nice!

      Oh and Alex, Saab has never been legendary anywhere but maybe Sweden. At least Pontiac was legendary here for a couple of decades. If both were profitable and viable both would still be around today too. lol
        • 5 Years Ago
        @John H & Tri Shield. Never have I said Saab is doing well now but you both innaccurately portray Saab as a dead brand that never was successful and never attracted the interest of buyers and you are wrong. Plus articles such as this proves that the general public disagrees with both of your assumptions that the brand is dead. The brand is very much alive and on the minds of premium car buyers but the products just don't compete and are not selling as a result. There is a HUGE difference between a dead brand and a brand that isn't selling well.
        • 5 Years Ago
        Saab *was* legendary in the 80s.

        Too bad we're moving into the 10s,

        and Saab hasn't advanced their game.
      • 5 Years Ago
      love the graphic. that perked up my morning. keep it up!
    • Load More Comments