It was a week ago today that I posted, then removed, then re-posted leaked CGI images of the 2010 Saab 9-5.
There's been little comment from Saab Sweden about this. One quick message on Twitter was all that we got.
Today, Saab Sweden have finally provided some comment via their newsroom and I'm pleased to sat that their comment reflects exactly what I've observed in the week since.
We have to admit the pictures are impressive. Further we are delighted to see how eager people are to catch an early glimpse of the car. This said, Saab can assure you that the real all new 9-5 is even more stylish and dynamic than these images indicate and we are confident that, once officially revealed, Saab fans will not be disappointed.
There's more at the Newsroom, but that really sums it up.
I'm sure they'd have preferred it if I hadn't shown those images, but it's played out pretty much as I thought and hoped.
We've had a glimpse of the 2010 Saab 9-5 without getting the full picture due to the fact that they were CGIs. The vast majority have liked what they saw and critically, the opinion has been really good amongst the fans and overwhelmingly positive amongst the press. Like it or not, the press are going to play a big role in selling this car.
No harm, no foul?
Not quite. But I hope Saab see that I weighed up the decision and made the choice to go with those images based on a belief that they wouldn't compromise Saab's cause.
The appetite for this vehicle has not waned in the slightest, and we've only seen a glimpse.
I know of some people who stuck with Saab and NOT decided to buy an Audi, BMW, Volvo or whatever at least in part because of this site and the enthusiasm it fires up with people around the world for Saab when they realize even more how special their brand really is.
Keep up the Good Work...
Btw Swade, at least they still link to your site from the neewsroom... =)
I had a pretty regular dialogue with Saab up until last Friday. I haven't heard from them by email or by phone since. I had a fairly good chance at going over there to drive the 9-5 when it's unveiled. That chance is now most likely out the window.
These were leaked. Not fed.
If these images came from SAAB I would have expected more when it comes to apperance and details. Why would anyone leak images that aren't that accurate!? They are however most likely very close to the final product.
Am quite sure they're genuine. I'm not sure at what part of the product development cycle they were done (i.e early or late) but I know they're genuine. Can't say any more than that.
Swade I am 100% sure you have the pictures of real 9-5 from one of your Djup's and every morning are tempted to upload them. Am I right?
Getting jealous (-:
1. It is clear that the nose of the car is much lower than on CGI's ( I love that - it is Saabish - not GMish)
2. the line betwen the rear dors and the "end" of the car is visible (spied 9-5's had lots of plastic to hide this part). This also looks great.
It has a chance to be the great succesor of 9000/old 9-5 line
Happy 4th of July to my American Saabisti neighbours. Or should that be neighbors? ;)
BTW, Obama is on his way to Russia, and will then visit Italy (bear hug with Sergio?) and then Ghana.
@kuba: thanks for the 9-5 nose job info. I really need to get high-speed so I can at last enter the official Saab websites.
@Zippy: thanks, you can add the 'u' or not since half the U.S. is still in rebellion, and the other half wishes we were still drinking tea with universal health care. ;)
I am sure Saab of Sweden will be inviting you soon. The 'Press' is almost old hat and informed and impartial decision are increasingly being made using Web2.0 channels.
I look forward to your NG9-5 and other new Saab testdrive reviews.
Contemporary journalism is happening on Web 2.0 channels.
The problem for the marketing divisions in the companies is that information flow is more difficult to control. Everything goes out very fast - and is immediately involved in an extremely exciting process of discussion and reflection.
SAABs reaction on their own "blog" to the leaking of the pictures took almost a week. This is pretty good, but still way to slow. This - plus the fact that SAAB have temporarily halted their communication with Swade - shows that companies are still just learning how to handle these new channels of information.
In the end, the terms of communication and information flow between the company and Web 2.0 journalists have to be defined in a process that requires a lot of innovative spirit, integrity and respect from both sides.
SU is - after all - one of the important and by far the most exciting source of information for SAAB fans world-wide.
And one thing is for sure: We're all waiting for Swade to drive the NG 9-5!
However, in view of lower consumption, it is more important to sell less of those wagons. Here, the hatchback concept is more beneficial than with the sedans, since the difference in aerodynamics is greater.
Hopefilly, the Porsche Panamera will help change the image of the hatchback concept.