We will have to wait and see
February 21, 2012 in Editorial
Today we announced a rumor that has been confirmed by several independent sources that we believe to have good insight, I use the word believe because in todays world of secrecy it is more or less impossible to confirm anything before it actually happens. I think most of the commenters took this the right way as a rumor, but also as a very good rumor, probably the best one in a long time. Talk about a major German bidder has been in the talks for a very long time on several other blogs but as Ivo mentioned in the comments, never gone beyond that. Several articles in the media have also floated the idea for some time of a major European auto-maker showing interest in Saab, we’ve never picked it up until now because I felt that today the time was right to do so.
If BMW actually is the bidder we have been getting info about, I think this would be the best thing that could happen to Saab. As Gregg wrote BMW has the reputation, a simple headline would save the face of Saab while other bidders would have to spend millions of dollars in order to tell everyone that Saab is back, BMW’s announcement would be free of charge.
In the end, the only way we will find out if BMW actually is a bidder is if they are actually able to win the process, otherwise it will remain a good rumor and fade into history.
I must say that I think BMW is in a better position than any other bidder. I have consulted with some “friends” and come to the conclusion based on the statement made today by the bankruptcy administrators that BMW is probably working with Magna to meet their goals. The administrators stated that several of the bidders are working together to finance their goals, in total there are about 14 bidders that are grouped in to 6-7 groups.
I prefer BMW because they have what it takes to succeed, anyone else would be a fresh start but with a lot of “buts” to account for. Any other bidder would have many issues to deal with that BMW does not, a lot of things to “clear up” before a serious aim for re-start of production could be achieved. Like we heard with Youngman yesterday, they need to rebuild the current 9-3 in order to produce it. Rebuilding an almost 10 year old car in order to start selling it is no good way to start, even though the 9-3 still is a truly great car.
BMW also has the expertise to make Saab work, they can put some people in their place, they can promote others to succeed, they have the experience of buying other brands before and have learned some valuable lessons from that which can be applied to Saab.
Upper medium class or lower luxury class, the definition in the end doesn’t matter, BMW, AUDI, Mercedes are all in the upper luxury class and Saab couldn’t and shouldn’t try to move to that region. Saab is a nice, sporty car for average people which is exactly what it should be. The 9-5 I believe was a step away from that, just like Volvo tried to play with the big boys when the S80 was launched. It turned out to be an addition to the brand but didn’t in any way establish it self as the main part of the brand. Volvo and Saab has always built cars for the average type of people who want to have something special. This is the market where Saab could do wonders for BMW. Saab would become a direct competitor with the medium and upper-medium range of the VW group. Saab could even give Audi a run for their money but for the past years, Audi has clearly had a lot that Saab did not which has made them step up a notch above Saab’s league.
BMW I think could offer Saab as a step below BMW’s, I think it would be the best place for Saab…
Saab as a brand that offers great cars, affordable for average people, fun to drive and the packed with usefulness and smart technology but also with a serious insight into road safety is the perfect brand for me…