A whole new group of customers…
February 12, 2012 in Editorial
Saab 9-3 Aero 2001, 3 Door version
A lot of people are complaining that Saab is losing customers due to the fact that Saab’s are currently dropping in price fairly dramatically. Well its a bad thing for the dealers, thats no doubt about it, but during the last weeks I’ve observed a lot of people who could never even dream of affording a fairly new Saab or a Saab at all for that matter actually replacing their german and japanese cars for Saabs. This group is of a population aged 25 years and younger.
My first Saab is my 9-3 which I bought in 2001, it was 6 months old and had acted as a test bed at Saab. Only 3000 km on the meeter and it was sold at company sell out in the spring. Saab usually sold out a lot of “dropped” cars which was the term used for cars that were lost int he immense process of shipping out about 1000 cars per day from a fairly small facility. It could be that someone parked the car in the wrong place and it would be lost for a long time. Usually when cars were not found within 3 weeks among the thousands of cars parked at “hagen” the huge parking lot just outside the factory, a new car would be built for the customers. Sooner or later these cars would show up and be parked in a specific place. These cars were then gathered and sold to the employees and highly discounted prices. Different test cars and company cars would also be sold, often at 50% discount or sometimes even more.
Anyway this was the only time when the younger generation, like myself at that time could get even close to affording a highly equipped Saab. My father was nice enough to buy such a car for me. These sales only took place once a year and one had to act fast, most cars were sold off in a matter of hours.
Well, right now there are a lot of cheep Saab’s around and again the younger generation can afford Saabs. So why is this a good thing you’re asking?
Its fairly simple really, these are people who have been introduced to german and japanese cars mostly because thats the only car with some kind of performance and quality that they are able to afford. Since this now has changed they are actively going to Saab’s instead and hopefully in a couple of years we’ll see new Saab’s being produced. By this time this generation would have grown up a bit and finished their education, gotten a job and of course always remember their Saab’s, who knows, they might still drive them. In such Saab would have gotten a brand new customer group that otherwise would have only looked towards german or japanese cars since this is all they ever had any experience with.
I so remember the first day I brought home my car, it was sunny and nice and what a car! I fell in love after driving that car for only a few meters and I’m sure that same feeling is right now being felt by a lot of younger people driving a Saab for the first time!
Saab is not losing customers, its gaining new ones! New ones that they might not have ever had.
This is also an important lesson for the future. Pricing! If Saab is to attract new younger customers, hopefully right from the start, they need to have cars that are priced at a level that the younger generation can afford. It shouldn’t be just a small car but also a car that easily carries four people around.
For example the first summer I had my car, me and three other friends went for an 8600 km trip from Sweden to the south of Italy, the followed the french riviera all the way to madrid, then over to the west coast of San Sebastian in Span and then up to paris and home. Weather, hills, mountains, sunshine, rain, heat didn’t matter. My 9-3 performed perfectly and when coming home I knew that I would never drive another brand again in my lifetime! 4 people living comfortably with a fully loaded car for more than two weeks! This is something that a new Saab must be able to perform for other young people, and they must be able to afford it…
The older generation is an inspiration for the younger generation that is the one of the future!
Me and my car meeting up with nice Saab fans in The Netherlands on the way home to Sweden (18th of August 2007)
David-SAAB said on February 12, 2012
Looking forward to seeing older Saabs with P plates and not just older Mercedes-Benz & BMW. it is important for the youth with little driving experience to drive safer cars.
adamb said on February 12, 2012
Saabs in the UK have been going up in value since Saab went into bankruptcy! Best thing for used Saab prices in the UK in recent years.
GrumpyGriffin said on February 12, 2012
Not quite correct, desirable well specified Saab’s especially Estates have been going up in value since the New Year, the kind of Saab that attracts the attention of those who already own Saab’s and would like to upgrade while there are still nice cars available, boring crappy specification ones like the 9-3 Linear SE and the Airflow 120 bhp 9-3 saloons are hard to give away, you have to bear in mind that Saab’s have dropped in value by around 20% since this the current set of problems began!
akis96 said on February 12, 2012
Thanks! Great read. Fully agree
Smithy said on February 12, 2012
I can only agree! Being 18 yrs old and quite fascinated by these cars and how people are affected by the brand, I couldn’t prevent myself from getting one, thirteen days after I got my driver’s license. It’s a Saab 9-3 Coupé -99 and it has grown on me, the feeling you describe I easily recognized. You see, my parents insisted on a Toyota Corolla and I did see it as a sensible choice – but it was my money and I couldn’t help but think it looked like a Japanese toad, quite reliable but ugly and uncool. Saab has really got my attention, and it’s been a pain watching the developments over the years from a helpless position – but just maybe we’ll see bright times again.
Here’s my pick:
http://www1.garaget.org/archive/168/167782/266317/large_266317-2627688.jpg
http://www1.garaget.org/archive/168/167782/266317/large_266317-2577055.jpg
http://www1.garaget.org/archive/168/167782/266317/large_266317-2577058.jpg
And it will stay in my possession for a long time ahead with heritage-inspired modifications along the way… hopefully resting side to side with a Saab 9-3 MY 21′ or something.
Tilley said on February 12, 2012
Congratulations and welcome to the family! My first car was an ’86 9000 turbo bought in ’89. I learned quickly I had made the right choice. I had bought more than just transportation.
Smithy said on February 12, 2012
You learned that you ended up buying a tough steed, starting in any weather. Priceless I tell you!
julie@KellySAAB said on February 12, 2012
+99 in honor of yours, Smithy : – )
theSandySaab said on February 12, 2012
Wow, Tim, nice father….
Is that a Viggen sign over the side indicator? Also, the front corner indicator looks US version, yes? How did you get that on the street in Sweden?
Anyways, one of my favorite Saabs, had a -96 9-3 SE coupe, Scarabeus Green, which did me very well.
Right now I’d get a 2012 9-3 vert, Java with sand top, could I find one…anywhere…
TimR said on February 12, 2012
No its not a viggen actually, but it has everything in it that a viggen has, except for the engine. It is a complete rebuild and the engine is tuned to 245 hp
A 20 sec search on blocket and I found the car you want: http://www.blocket.se/alvsborg/Saab_9_3_Vector_1_8t_BioPower_Cab_35669239.htm?ca=16&w=3
Just go ahead and buy it
theSandySaab said on February 12, 2012
Thanks Timmy, that is a nice one, but not -est. (2011=non-Griffin, black top=not sand, 1.8t=not 2.0T).
I think it has been discussed before, but is the 1.8t the same engine as 2.0t and 2.0T just limited by software??? Turbo smaller???
I think all of them are 1998 ccm…???
Anybody knows?
Rune said on February 12, 2012
The 1.8t is indeed a 2 liter coupled with a mid-pressure turbo according to http://en.wikipedia.org/wiki/Saab_9-3.
(They did not get around producing any 2.0T BioPower 9-3s using the new engine introduced with the 9-5?)
TimR said on February 12, 2012
That it is a 2,0t is not a limitation in any way. Yes the turbo is a smaller weaker version but with a Hirsch or MapTun software upgrade you will love it!
And considering that there aren’t that many around I would seriously settle for that one, soon there will not be any left…
Jesse Crandle said on February 12, 2012
My family bought a ’91 900 Turbo from a family friend who was going to get rid of it, and at the time I was 19. I was instantly captivated by what I felt like was a European, yet very unique design. Driving it was even more delightful, and even though most people don’t like turbo lag the first time I depressed the pedal to have enough power to climb an oncoming hill I had a grin that I still can’t wipe off my face every time I see a Saab. I’m only 23 now, but six months ago I purchased a Saab of my own, a red 2002 9-3 SE with a manual transmission. It was in my price range (very limited price range I might add), it had lots of storage because of the hatch, it has an iconic shape, it has that stellar Saab exhaust note that everyone turns to look at… Saabs are literally an incredible buy for the price. With any luck Saab will continue on and some day I can buy a brand new hatchback so I can support the factory, not just the parts department!
julie@KellySAAB said on February 12, 2012
Great post, Tim, and I agree 100%. Any new SAABer is welcome in my store : ) Spread the <3 for the brand to a new generation.
derek said on February 12, 2012
I started driving a Saab when I was young and it became a 30year addiction. If there is a new Saab, it could last to a lifelong jouney with Saab.
900_S said on February 12, 2012
Very good point! It’s something some of us have been voicing for awhile. Cover the ‘sporty/luxury’ segment, but also have something not as loaded but still fun (and inexpensive) for the younger people.
Hogge said on February 12, 2012
This is something I’ve been asking for for the longest time: a brand new Saab Sonett.
If Saab don’t have the money to develop a new car, they could at least import and change the front of the Scion TC!
Angelo V. said on February 12, 2012
If GM management had any vision, they would have folded Saturn into Saab a few years ago and kept the brand. The Saturn Sky would have become the new Sonett.
davidgmills said on February 12, 2012
A Saab tweaked Saturn Sky would have been cool.
TimR said on February 12, 2012
I think the original 900/9-3 was spot on, it is a nice car to drive, not over equipped but still with a decent amount of horsepower. The price range was almost perfect, if younger people couldn’t afford a new one they most often could buy a used one.
A car that starts at around 17’000 Euro’s, I think would be very attractive!
Angelo V. said on February 12, 2012
+1
RS said on February 12, 2012
I don’t know anyone who is in school and can buy a new car therefor it doesn’t matter what the price is as they can’t get credit for one. BUT, the NG 9-3 is already almost an decade old and a very very good car, so as I’ve suggested before they should continue make them after the Phoenix 900 emerges with a competitive price instead of an all new 9-1/9-2.
It should be a joint effort by Saab and the dealers, the only problem here is that most of them are now multi-brand ones that probably don’t want to make Saab “too competitive”.
Imagine if you could get a 220 hp biopower or 180 hp TTiD 9-3 Griffin Aero for, lets say 23k euro. All the 1.4 L Skoda’s, VW’s and KIA’s would just look ridiculous.
The 9-3 drives as good as it did in 2003 so age doesn’t matter if you change a few plastic bits on the inside.
PS. Kids like a good sound system.
http://www.motorpoint.com.au/saab9-3aerosedan.asp
“In conclusion, I was truly amazed by the 9-3 Aero Sedan and any expectations I had coming in to this were completely shattered. I was hoping to see some much needed improvements in this model, and Saab definitely delivered this. Not only did the Aero Sedan stick to the road like a stain on carpet, the power it put out for you was extremely generous and exciting.”
RS said on February 13, 2012
Correction:
The 9-3 should be continued until an ultra competitive 92 hatch can be introduced.
I agree with Tim. An entry level (smaller) Saab should still fit four people like a c900/NG 900/OG 9-3.
Two seater sports cars are a different kind of breed. Something you can have when the brand is back on its feet and profitable.
Tom said on February 12, 2012
Well I’m not a young buyer, but I just bought my first Saab yesterday because of the great deals on them now. I purchased a loaded 2009 Saab 9-3 2.0T with the 6 speed manual transmission and 29K miles on the odometer for $14,900. Its beautiful in Metallic Snow Silver with a beige leather interior (a color combo that is rare in the US), sport alloy wheels & sun roof.
My decision was made as soon as I got off the dealer’s lot on the test drive. That turbo punch was awesome & I had forgotten how much fun driving a stick was.
CSD_ChineseSaabDriver said on February 12, 2012
Really a good buy, so few bucks to get a so good Saab
CSD_ChineseSaabDriver said on February 12, 2012
What’s the indication of posting two old Saab 93 threads?
Is this 93 the one to be produced in coming 3 years?
Actually not a bad idea, but this 93 is also of GM tech?
TimR said on February 12, 2012
nothing like that
dezzer said on February 12, 2012
completey off topic….just changed my 18” tyres around, bridgestone to the back, conti’s to the front, feels like a completey different handling car.
hilmar said on February 12, 2012
Try Michelin Pilot Primacy / Alpin A4 any time – this will be a very nice and comfortable ride.
dezzer said on February 12, 2012
thanks…always taking on advice about tyres, bridgestone have been the worst so far 225 45 18′s…..may well go for michelin’s next time
davidgmills said on February 12, 2012
I have always bought Conti Extreme Contacts. Great all weather tire — but of course not a snow tire. Tirerack almost always gives them the highest rating based on actual driver’s usage who rate their own tires based on a ten different driving parameters. Great price. Just a great all around tire.
http://www.tirerack.com/tires/surveyresults/surveydisplay.jsp?type=UHPAS
(give the Bridgestone, which is presently number one time to drop down the list once it gets several million miles of usage)
dezzer said on February 12, 2012
I now have conti contact 3 on front…..the trouble with the bridgestone ….tram lining, almost lost control at one stage and thats with only 7000 miles on the tyres but still plenty of meat left on them, haven’t met anyone else with these tyres on
hilmar said on February 12, 2012
My Michelins never got that localized flatting, they are very durable although they cost a bit more, but it is worthwhile.
Hogge said on February 12, 2012
My ideas for cheap Saabs:
Sonett: A small two seater. Sporty characteristics, low weight and omitting unnecessary luxuries that young people don’t need (electric bootlid, keyless start etc) but still including the iQuon. Yes, a budget car with iQuon, because at least for me, once cars where I can have Spotify will be available, I won’t want anything else.
Saab 9-3 Lansen/Saab 9-2: Quite simple actually: When the new Saab 9-3 enters production, the current 9-3 will remain in a simplified form. Cheaper interior, fewer options etc. Like when the Saab 99 became the Saab 90 in the 80′s.
Simon said on February 12, 2012
I’m a Michelin fan too. My winter tires on my SAAB Turbo X Sport Combi are 4 x Michelin Pilot Alpin PA3, 235-45-18. The most important thing is to put four tires of the same brand on the car. This will help for a better handling.
dezzer said on February 12, 2012
Everyone seems to point to michelin, i have a aero 2.0T with a hirsch upgrade and need something grippy
Simon said on February 12, 2012
My summer tires are Pirelli P Zero Nero, they have a lot of grip. I like them too.
dezzer said on February 12, 2012
again off topic…anyone have a set of roof bars they want to sell for a 2008 4 dr aero ? oh and cycle carriers ?
Eric said on February 13, 2012
Thank you for posting this message. I’m actually of these new customers that wouldn’t have been able to afford a new Saab, were it not for the company’s unfortunate state and the resulting price reductions on new Saabs. My parents drove a Silver 900 Turbo when I was a kid, so I’ve always loved the brand and the cars themselves. I’ve been researching Saabs obsessively over the last month, and checking this site daily for information and opinion. Friday, I pulled the trigger on a 2011 Black 9-3X (from a local dealer’s loaner fleet), which I was able to buy at an incredible price. I could not be happier – it’s a comfortable, well-thought out car with unique looks and a bit of an edge to it.
My hope is that, like me, other new Saab buyers attracted by the good prices will become a part of the Saab community, and that the community grow stronger as the company itself works to rebuild and restructure.