The new 9-7X SUV and dealership renovations are just the beginning of what Saab hopes is a successful turnaround in
2005. It’s a daunting task as even Saab’s American CEO Debra Kelly-Ennis said “We are literally the David in an
industry of Goliaths.” True, as almost every other competitor has a larger line-up at similar prices. Other models
joining the line-up are a 250-hp V6 version of the 9-3 sedan and a hatchback 9-3 to debut at Geneva in March. And in
the fall we’ll learn more about the Subaru Tribeca sourced Saab SUV. And on Valentine’s Day Saab will launch a new
advertising campaign that stresses “independent-minded buyers.” Something tells us that even with all these moves Saab
is not on solid footing for 2005 and they’re still looking for the right slingshot.
Saab tries to bounce back
The new 9-7X SUV and dealership renovations are just the beginning of what Saab hopes is a successful turnaround in 2005. It’s a daunting task as even Saab’s American CEO Debra Kelly-Ennis said “We are literally the David in an industry of Goliaths.” True, as almost every other competitor has a larger line-up at similar prices. Other models joining the line-up are a 250-hp V6 version of the 9-3 sedan and a hatchback 9-3 to debut at Geneva in March. And in the fall we’ll learn more about the Subaru Tribeca sourced Saab SUV. And on Valentine’s Day Saab will launch a new advertising campaign that stresses “independent-minded buyers.” Something tells us that even with all these moves Saab is not on solid footing for 2005 and they’re still looking for the right slingshot.