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Saab To Be “Apple of Car Brands” After Split From GM

As Saab looks break away from sickly General Motors, they are aiming to follow Apple’s style of consumer focused design and innovation.

From UK based Autocar:

Knut Simonsson, the Saab’s director of Global Brand and Sales, told a Dutch auto magazine that the Saab DNA underpinning future models will be represented by “innovation, aircraft history and Scandinavia”. This can be summed up by the idea of “independent thinking” he said.

Saab could ape Apple by having a small market share but appearing to be much bigger, said Simonsson. It would be a “special brand for entrepreneurs, dentists, doctors and agency people”. Saab was “absolutely not” about being the same as other car makers. “We don’t want to be another Audi,” he said.

Simonsson says Saab started thinking this way “three or four years ago” with the Saab Aero-X concept:


In the longer term, he said, Saab doesn’t have to be a very big company to be viable, claiming Saab can be profitable with production of 150,000 cars per year. Simonsson also claimed the company was “profitable in Europe for the last two or three years”, suggesting it is in the US sales market that the company loses money.


Hopefully the interior looks something like this. Either way, we wish them luck.

[Autocar via Jalopnik]

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