Saab Automobile Parts AB is changing its name to Orio AB

Saab Automobile Parts AB is broadening its offering and is changing its name to Orio AB

On 13 November 2013 Saab Automobile Parts AB is changing its name. The new name is Orio AB. At the same time the company is investing in growth by means of broadening its customer base and product range.

Saab Automobile Parts AB has been responsible for spare parts for Saab cars since 1947. Today the company markets, sells and distributes Saab Genuine spare parts in over 60 countries. The name change to Orio AB does not affect the broad service network and commitment when it comes to Saab.

“On the contrary, during the coming period we will be expanding our network of workshops that offer service and genuine parts to all Saab owners”, says the company’s CEO Lennart Ståhl.

The company changing its name to Orio AB will enable and facilitate the company’s growth initiatives for an expanded customer base and an expanded product range.

“In that perspective, the Saab name is a little misleading and a limitation in purely commercial terms”, Lennart Ståhl points out.

The formal decision to change the name to Orio AB is being taken at an extraordinary general meeting on 29 October, for which a convening notice has been sent out today. Following which, the Swedish Companies Registration Office shall also approve and register the new name.

“In connection with the official name change on 13 November, we will present our new logotype. At the same time it is the starting point of a very exciting future for our company and our employees. We see significant opportunities for growth”, says Lennart Ståhl.

The long history together with Saab has laid the foundation for a world-class spare parts company with advanced logistics, great engineering knowledge and a strong innovative spirit.

“We are extremely proud of our history and of course it feels a little sad in a way that we will no longer be called Saab, but to develop the service for all of the world’s Saab owners will also continue to be an important mission for us”, says Lennart Ståhl.

The new name, Orio, is short and easy to remember, just like Saab.

“And just like us, it resembles no one else in our industry. We have over 60 years experience in spare parts, and this gives us a unique opportunity for the future. A new name opens the door to a market that is much larger than today’s, while at the same time we will remain loyal to our Saab owners”, assures Lennart Ståhl.

Chairman of the Board Håkan Erixon sees the name change as a natural outcome of the company’s investments in the future.

“Our task in the board is to decide on a strategy that creates value for our customers, employees and owner, and we see good opportunities for creating long-term and sustainable growth for the company. A name change is a natural step in this situation.”

xelav
Member
2 years 11 months ago

Why orio? What does it mean? It sounds like those chocolate cookies oreo.

Jan Ivarsson
Guest
2 years 11 months ago

Oreo Parts.. I know which part I would order from that company =)

SaabKen
Member
2 years 11 months ago

They need to set up a separate subsidiary called MILK Parts AB 😉

And you know what to do with orios and milk ……..

Angelo V.
Member
2 years 11 months ago

Now there’s a suggestion I can get behind Ken!

eastmac
Member
2 years 11 months ago

a martyr of the Catholic Church executed in the 3rd Century in Rome, see Orio (martyr)

😉

Angelo V.
Member
2 years 11 months ago

Saab: A noble car company executed by GM and the Swedish government in the 21st century. So maybe this name does make sense after all.

100%Saab
Member
2 years 11 months ago

Oh, OK.

Patrik H
Member
2 years 11 months ago

I am confused.

JerseySaab
Member
2 years 11 months ago

As I recall it’s always been their plan to expand into providing parts for other makes, and unfortunately the Saab name would have been a hindrance. So while it’s unfortunate that in name there will be no more “Saab Parts” company it’s an understandable business decision. (After all, would a Borgward owner be looking to buy parts for his car from Saab?)

Of course here in the U.S. as has been mentioned the new name will be most associated with a type of chocolate, creme-filled cookie! 🙂

Angelo V.
Member
2 years 11 months ago
Probably just being paranoid—-but this announcement gives me a very creepy feeling that NEVS has decided Saab won’t return to North America. I don’t know why—like I said, just paranoia hopefully. It also strikes me that the name could have been better. I really don’t understand this. If they’re going to expand into parts for other makes—-does that mean they don’t anticipate enough demand for Saab parts? And also, couldn’t they manage to have a parent company name of Saab Parts and a separate division that fills orders for the other makes? i.e., Saab Parts for Saab, Orio for the… Read more »
hughw
Member
2 years 11 months ago

Isn’t Saab Parts AB the international Saab parts company, and that the NA company is Saab Parts North America (SPNA)? If this is the case, the announcement would seem to have little bearing on their plans for NA one way or the other.

JerseySaab
Member
2 years 11 months ago
Well if nothing else, moving forward with this plan would mean that Saab Parts does not expect to be acquired by NEVS any time in the near future. With NEVS/Saab future uncertain, if Saab Parts does not branch out into providing parts for other makes they will by definition be facing a shrinking market as the number of pre-NEVS (“classic”) Saabs on the road inevitably decreases over time due to attrition. So this really is a necessary step in securing the long-term viability of the company, as much as I hate to see them let go of the “Saab” name.… Read more »
Angelo V.
Member
2 years 11 months ago

If NEVS acquired them, it would seem natural to change the name back to Saab parts. It’s ridiculous to continue calling the company Orio if they specialize in Saab parts and are owned by Saab (NEVS) someday. Of course, “Delco” supplied parts for GM—-but it was really known as “GM/Delco” by most people. Maybe we’ll just have to call this “Orio Saab” and most people will think we’re referring to a black Saab with a cream interior!

rallyelwood
Member
2 years 11 months ago

” Maybe we’ll just have to call this “Orio Saab” and most people will think we’re referring to a black Saab with a cream interior!”

Good one! 😀

OddJob
Member
2 years 11 months ago

I think this is a bit sad, but probably also helps to secure and grow their future business. Which in turn is good for all Saab owners.
And there could beworse things associated with the name than cookies…yum, yum

saabtec
Member
2 years 11 months ago

On the surface, this casts doubt that NEVS is not willing to look at it’s distribution future with the current Saab Parts distribution chain, and will go off in their own direction? That has not been addressed either way.

baas900i
Member
2 years 11 months ago

Sensible move for Saab Automobile Parts AB, to survive and prosper they must expand to include supply of parts of other brands, any Saab servicing centre that has not already done this will not have a future, moving off topic does anyone think Nevs may adopt a direct sales approach in some countries, Subaru have done this here in Australia for sales of the BRZ with great success….

Martin T16s
Member
2 years 11 months ago
There are many parent companies throughout the world who own many different brands but then sub divide those companies so as to maintain the well known brand names of those respective brands. As an example, VAG (Volkswagon Audi Group) they own Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, Škoda and Volkswagen marques; I bet each of those parts supply chains use the relative branding to maintain that brands image. If NEVS wish to produce parts for other brands then why can they not do the same? Use Orio as the parent company by all means but then name each brand they… Read more »
welshwizard645
Member
2 years 11 months ago

VAG isn’t Volkswagen-Audi Group. it’s Volkswagen Aktie Gesellschaft. VW own Audi, having bought Auto-Union in 1964 and NSU in 1967. As you can see there are a lot of misconceptions even about the biggest makers… Just like the vauxhall Astra, Corsa and Insignia aren’t as good as German cars when people forget Opel is German…..

Sad that the Saab name is disappearing from the parts business but in time it will make sense in that it won’t ‘interfere’ with the NEVS business…

Martin T16s
Member
2 years 11 months ago

OK so I may have that bit wrong but it was the point I was making rather than the accuracy of the VAG set up.

Brian Hamilton
Member
2 years 11 months ago

I thought SAAB Parts AB had nothing to do with NEVS. Isn’t SAAB Parts owned by the Swedish government?

SaabKen
Member
2 years 11 months ago

Correct.

svensson
Member
2 years 11 months ago
Yes, and the Swedish Government now uses the profit from Saab Parts to recover some of the money lost because of the EIB loan to Saab. As you might remember, the Swedish Government took Saab Parts as security for the EIB loan. I guess the reason for the Orio name change and expanding the business to other brands is an attempt to increase the profit so the government get their money back quicker than having to wait for Nevs to re-start the Saab production. At a certain point, when they have recovered most of the money, the Swedish Government will… Read more »
andys
Member
2 years 11 months ago

I understand that NEVS is not going to buy and SAAB Parts, and wants to open his own company for the dissemination of spare parts? (unless of course they are going to make cars).

MarcB
Member
2 years 11 months ago

How does this decision impact our confidence about easy availability of Saab Parts in the future?

It’s quite good right now, but 5 years down the road? 10 years down the road?

As Orio AB broadens it’s base, the right business decision, does it also lose focus on Saab as market demand evolves down with natural attrition?

Does this not reduce the value of every Saab on the road today?

Angelo V.
Member
2 years 11 months ago

Lessens it. We don’t know, but maybe harder to get parts. We don’t know but probably harder to get parts. Yes. Maybe.

jxh
Member
2 years 11 months ago

It would be even harder to get parts if Parts AB died. This should make it easier to get Saab parts in the future, other things being equal.

JST1981
Member
2 years 11 months ago

It doesn’t mean that NEVS will not work closely with Saab Parts/Orio. I think it is a logical step to develop the company. For sure there will be a Saab Parts divison, since it’s – for now – their biggest (and only) cash cow. Why should it be harder to get parts? I don’t see the link…anybody enlighten me please?

Angelo V.
Member
2 years 11 months ago

See above, Marc B.’s questions. 5 or 10 years down the road, if this company has a broader reason for being—-that is, supplying parts to more viable companies with more cars on the road—-their focus on Saab will lessen. If they have other, more lucrative ways of making profits, supplying parts for old Saabs will take a back seat (no pun intended).

JoPlSe
Member
2 years 11 months ago

I must say I share your concern.

hilmar
Member
2 years 11 months ago

Orio – perhaps following oriri = begin, origin, rising ? 😉

tombalas
Member
2 years 11 months ago

And now watch sales plunge even further with that name. One has to wonder about the people calling these shots.

hilmar
Member
2 years 11 months ago

And Lear (formerly Recaro) ? Does it really sound better for building high-quality car seats ? 😉

Remdu67
Member
2 years 11 months ago
I think you are all wrong about this matter… 1° Saab Parts is a state company. OK. 2° Does it prevent from creating a daughter company? No, they have indeed created many daughter companies in Europe for example, right? 3° Could they create a swedish daughter company as well? Of course! Would this daughter company have the right to use their knowledge and advanced logistics and even their employees? Yes, as long as the profit would come back in the mother Company. Soooooooooo…. 2 simple questions: why did they “prefer” to change the name of the mother company instead of… Read more »
Baver
Member
2 years 11 months ago

Genuine Orio Parts. I don’t like where this is all going.

rallyelwood
Member
2 years 11 months ago

Think of it this way:
If Saab Parts/Orio don’t expand beyond supplying parts and services for only Saab cars, the company may well go bust sooner than we expect. And then there could be even harder to get genuine Saab parts and services.

I think it’s good thing that they have the strive to expand, even if the focus on Saab could be less than to day. You have to take the bad with the good.

But the new name? Don’t make any sense to me.

Angelo V.
Member
2 years 11 months ago
We’ve commented before—-it’s probably not an ideal situation to have NEVS controlling Saab parts for NEVS Saabs and a different party or parties controlling parts distribution for pre-NEVS Saabs. It’s confusing and disjointed. It’s unfortunate that they didn’t grasp for Saab Parts when the bankrupt Saab was purchased by them. It’s one of those situations that we have no ability to change though. If it has any impact on our ability to keep our older Saabs on the road or if it presents issues for getting parts and service for new NEVS Saabs if/when those are available—-the only way to… Read more »
3cyl
Member
2 years 11 months ago

It would be prudent on the part of SAAB Parts NA to evaluate the pros and cons of going down the same path as Saab Automobile Parts AB, especially if NEVS products are not sold in NA out of the gate. If NEVS isn’t interested in using the existing SAAB parts distribution network, it will be an easier decision.

ahlis
Member
2 years 11 months ago

one foot in the grave

Thylmuc
Member
2 years 11 months ago

Allright, methink it is a stupid name. I can already fancy the first joke: “It takes spare parts as long to be delivered from Orio as it would take them to be delivered from Orion”.

Niels-Søren Bøgh
Guest
2 years 11 months ago
That is a big mistake! 1) Expanding to other marketes is a very good idea! 2) Where is the logic link between the name Saab and Orio? Who will ever guess that name? Who will ever search the internet for “Orio” when missing “Saab parts”? Orio sound like a 4th part chinees part scrap company! 3) Leaving the Saab brand name is a very very wong signal to send! The signal recieved by users are “Saab Parts is gone – no more original parts!” 4) Stop this – and concentrate on making a nice Webshop, so all Saab fans can… Read more »
Angelo V.
Member
2 years 11 months ago

Ask 100 people if it’s a good idea for a car parts company to drop the name of a car manufacturer and replace it with “Orio” and at least 98 of those 100 will say it’s a lousy idea. It makes me wonder if there was pressure put on them to relinquish the name Saab? There were other solutions to this—-even if they are going to provide parts for other makes, there were better ways to accomplish that, keep the name Saab and not adopt “Orio.”

rallyelwood
Member
2 years 11 months ago

I don’t think that we will see SO much of the new company name, other than in the small prints. I’m thinking of the letter/pamphlet I got from Saab Automobile Parts AB the other day. The company name only did occur ones on the last page where the address was stated. Otherwise the pamphlet was “littered” with the words/logo “Saab service”. And that will also probably be the case when company change name, in all correspondence to the customer (on paper, internet, shop windows, etc.).

aus715
Member
2 years 11 months ago
Every day around the world a SAAB leaves the road. It gets crashed and will never be replaced. The supply of parts to a diminishing number of existing cars is not a recipe for long term growth. Just today I learn that our well respected Indie service centre are now branching out into other Euro brands. They do this so the business stays viable and people can be paid. Less and less SAABs on the road mean less and less servicing and so on. In three years just about all the 9-5s you see on the road today will be… Read more »
Angelo V.
Member
2 years 11 months ago

Not sure I understand. I didn’t think NEVS had anything to do with Orio—-so this wouldn’t be a case of NEVS “looking ahead” because they don’t own Saab Parts. Also, if NEVS really does have anything to do with this—-if things go well, there will be tens of thousands of new NEVS Saabs on the road—why would they need to be creating parts for other brands?

TonymacUK
Member
2 years 11 months ago

I think you`re way off with that prediction – sincerely hope so anyway, as my 9-3 is only just over 2yrs old.

hogge
Member
2 years 11 months ago

So… will future Saab parts work better if dipped in milk?

SaabKen
Member
2 years 11 months ago

Or open it up and lick the center first :-O

SaabKen
Member
2 years 11 months ago

And winter accessories will be

All Saabnuts (us) get free

OddJob
Member
2 years 11 months ago
I don’t think you should worry about the name change, it’s just good business strategy. Saab Parts as we know it is basically a logistics and distribution company like DHL, UPS Schenker – though they are specialised in distributing car spare parts and accessories. Orio is just the name of the mother company (as NEVS is). Saab Genuine Parts can of course still be used as a brand/trade name from a subdivision of Orio, just like NEVS can use the Saab name on the cars. Saab Parts have all the knowledge about packaging and distributing car parts in more than… Read more »
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