Geely to announce a sub-Volvo Swedish brand

According to an article found by our member saabyurk, the press has picked up on a pending announcement by Geely, owners of the Volvo brand, that they are planning to introduce a new Swedish brand that will slot under Volvo in terms of content and price.  May 26 appears to be the date when this will formally be announced.  Apparently, the new brand will utilize a platform developed for Geely/Volvo under the leadership of a former Saab engineer.  All very interesting, and something to watch.  Here is the link: http://nordicwheels.de/volvo-startet-neue-automarke/

Angelo V.
Member
6 months 15 days ago
I wrote here—–probably two years ago—-that Geely should try to wrest control of the Saab name so that they would have both Swedish brands. My suggestion was for them to slot Saab below Volvo on price—-and to make Saab the sportier/youth brand, with hatchbacks, a Sonnet convertible and more affordable small sport-utes. I maintain that they would have had a monopoly on customers loyal to the two legendary Swedish brands. Of course, at that point in time, humpy dumpy NEVS already had the Saab brand and was running it further into the ground. Geely might have been well served back… Read more »
saabyurk
Member
6 months 15 days ago

I wasn’t vocal about it, but I also thought Volvo should take advantage of the opportunity. It would have helped them attain the volume figures they are hoping for. It seemed like a win-win proposition.

saabguy70
Member
6 months 10 days ago

Nice ! I agree ! Yes good Sonett v4 turbo! It would be Awesome!

Romac
Member
6 months 15 days ago

Hmmm, very interesting! They do say “dare to dream”!

Leland Bratt
Guest
6 months 15 days ago

Maybe SAAB AB may allow Geely to use the Saab name as we all know they won’t give it to NEVS.

Angelo V.
Member
6 months 15 days ago

Wouldn’t that be wonderful?

TonymacUK
Member
6 months 14 days ago

As Romac says, we can dream – and dreams do sometimes come true.

sonett71
Member
6 months 12 days ago

Maybe Volvo people have take control over this forum now – Ughhhhhh 🙁

saabyurk
Member
6 months 15 days ago

Credit where credit is due. It was red99 on the German saabblog_dot_net who found the article and suggested, just maybe, the Saab brand might stay in Sweden, but not under NEVS.

SVAB
Member
6 months 15 days ago
It makes a lot of sense. Volvo has made numerous attempts to appeal to younger drivers, but have never been able to make a dent in the A4/3 series drivers. That was SAABs main demographic. Could you imagine geely financing a updated phoenix platform, like they did with the xc90. I have no doubt it would be a success. However, there is one pretty big problem from geely’s stand point. Why would you pour all this money into a company that does not even own its naming rights? Think about how crazy that is. Yes, it is instant brand recognition.… Read more »
zippy
Member
6 months 14 days ago

+900. Lets wrest control of the Trollhättan factory from those idiots and rebuild. ☺️🎉

hans h
Member
6 months 14 days ago

“Those idiots”? Just because You don’t know what they are doing, You just can’t call them idiots. Thats very rude.

Angelo V.
Member
6 months 14 days ago

We know what they’re not doing—-what they haven’t done in 4 years. Yes, idiots.

TonymacUK
Member
6 months 14 days ago

As Romac says, we can dream – and dreams do sometimes come true.

saabguy70
Member
6 months 10 days ago

We don’t worry about being rude…At this point they have Stolen our factory! Its criminal!

Angelo V.
Member
6 months 10 days ago

Yes.

beckyquick88
Guest
6 months 7 days ago

According sonnett it’s the best for saab what happened. He is a nevs mole who infected this site with 100 percent support of the mods. For sure this post will not be edited.

sonett71
Member
6 months 7 days ago

A very good post from you, SVAB. You have taken the debate to a reasonable level. To talk like zippy, “Lets wrest control of the Trollhattan factory from those idiots and rebuild”, isn’t smart enough! 🙂

Red J
Member
6 months 14 days ago
The only problem is that Volvo official have already denied this piece of news. True is that CEVT AB, owned by Geely, is working on a small car platform for Volvo and Geely and its CEO is Mats Fägerhag, a known name in the SAAB world. So besides of some Geely cars that could come to Europe or the US the first series of CEVT developed cars will be the 40-series from Volvo. 90 and 60-series will be (and are) based on the Volvo modular platform and the smaller car, where the benefit per car is also smaller will be… Read more »
Bernard
Member
6 months 14 days ago

So, in other words, the upcoming 40-series Volvos might benefit from some Saab magic. That sounds like good news to me. Sign me up for a 300 HP turbo/supercharged hatch with a manual transmission and great space utilization!

Red J
Member
6 months 12 days ago

Great space utilisation with Ingelnat as head designer, I wouldn’t bet on that. Haven’t you seen the V90?

David Tjalsma
Member
6 months 14 days ago

What could end up being magic unfortunately won’t be. What we have here is a former Saab employee now working for Volvo.

Joe
Guest
6 months 14 days ago

exactly. Macabre delusion has set-in for those who can’t bury the dead.

John
Member
6 months 13 days ago

Can I just ask the Swedes on this board: would you be horrified if Volvo were to run Saab (y’know, tribal loyalties and all that), or would you be okay with it?

sonett71
Member
6 months 12 days ago

I’m living in Sweden. I would NEVER be okay with that. But VERY distressed. 🙁

3cyl
Member
6 months 13 days ago

There is no good reason why SAAB AB should license its name to Geely (or anyone else). Even if the SAAB AB management suite is populated with slow learners, the Company likely has some influential shareholders who will make this clear.

Angelo V.
Member
6 months 13 days ago
That might be true. Of course, in some ways, basically free money is a good thing and if there’s an up front payout and royalties on sales—-it’s a small infusion of cash without effort. I know there’s a risk of further tarnishing the name and they’d have to evaluate that potential issue. But 3cyl, was there a good reason in 2012 for them to license their name to unproven imbeciles? Well, they did it. Now they’d be approached by Volvo, who seems to have their act together. If they were willing to do this 4 years ago, why not today?
3cyl
Member
6 months 13 days ago

More likely, SAAB AB feels that the cord has finally been cut and are glad of it. Also, Volvo is hardly a powerhouse in the automobile marketplace. And, the concept of adding a brand seems somewhat bizzare when their core brand sales seem marginal at best.

beckyquick88
Guest
6 months 6 days ago

How bizarre to call their sales marginal and their growth plans for the c- segment and hybrid ready. Wait for may 26 . The smile of cetv ceo was very big when the word saab dropped recently. We will see how marginal they are.

SVAB
Member
6 months 13 days ago

Why exactly are the reasons why SAAB AB would never licence the car name if they get assurances that geely has the means and the will to see it through?

3cyl
Member
6 months 13 days ago

Putting their name and the related goodwill associated with it in the hands of a third party is not worth the relatively small potential licensing fee revenue which would be of no consequence to an entity the size of SAAB AB. I suspect they have learned that by now.

SVAB
Member
6 months 13 days ago

You realize that Geely and the Chinese market is an still a growth market. If geely is committed to funding the development of a new 9-3 platform the same way it did the xc 90. I don’t think they would have any hesitation. Geely is not Nevs or spyker. They just want to avoid a complete fiasco. But if geely is really committed, this would be an incredible opportunity.

3cyl
Member
6 months 13 days ago

It may be a great opportunity, but not for SAAB AB. Companies expend a lot of money and effort establishing and controlling their brand(s). Turning it over to an unrelated third party is not good business. SAAB AB is finally at a point where it has cut its ties to unrelated automobile operations. Most likely, the only way it will let its name be used on a car now is if it buys/establishes an automobile company that it controls.

Joe
Guest
6 months 13 days ago

Let us not continue to drag the dead corpse through the streets, and let us finally bury her, and what remains of her once noble name…

SVAB
Member
6 months 13 days ago

It’s already buried. But even dead brands can have new life in the auto industry. Even horrible brands like mini.

Joe
Guest
6 months 13 days ago

Yes, SVAB. But is it really a “Mini”? or a “Frankenstein’s monster” of components branded to attract a specific market segment?

John
Member
6 months 12 days ago

What if Volvo approached Saab AB? Geely is where the money’s coming from, but Volvo is the important marque that different companies keep running. Saab AB may be cautious of Geely, but the management from Volvo might actually catch their attention.

Red J
Member
6 months 12 days ago

The money for Volvo don’t come from Geely. Geely stopped two years ago sending money to Göteborg.
Volvo was on the brink of failing, but things have turned out well.

FW
Member
6 months 12 days ago
Establishing a third brand next to Volvo and Geely would not make too much sense. They are not big enough, they do not produce enough cars, both brands less than one million per year. Volvo is currently developing/rolling out two vehicle platforms: the upper is being reserved to the Volvo 60/90 series whereas the lower will be rolled for the compact Volvo 40 series cars and Geely models. Surely a great leap forward for Geely, and if they intend to export their cars to Europe, North America and Antarctica (!) they might think about introducing a different brand to the… Read more »
dcpattie
Member
6 months 12 days ago
The only play I can see for Geely is if they realize the Geely nameplate will not sell in North America or Western Europe unless it sells for peanuts (think Hyundai in the mid-1990’s). They want to move Volvo upmarket (from a Acura/Infiniti competitor to a BMW/Merc/Audi competitor. The Iconic SAAB nameplate would allow Volvo to move up. The re-launch of the iconic SAAB name could be reminiscent of MINI’s return in the early 2000’s. Start with only small models based on the next-gen V40 (I bet it would be the perfect platform for a Saab 900 SPG spin-off). 2… Read more »
Joe
Guest
6 months 12 days ago

But what’s in it for SAAB AB..?

Red J
Member
6 months 12 days ago

Nothing.

saaburban
Member
6 months 12 days ago

Nevs has capacity to offer another Auto Manufacturer production at their Trollhättan plant.
Maybe Geely, through CEVT (China Europe Vehicle Technology) that is currently setting up a local branch office at Innovatum (Saab museum area) have wider plans.
Geely might have realised that following Qoros business strategy will fail. Creating a european sub-brand as an offshoot of Volvo is not a bad idea. Audi-VW-Skoda trinity could be match by Volvo-(?)-Geely.
After Saab went bankrupt there might be a vaccume to fill.

sonett71
Member
6 months 11 days ago

Geely / Volvo can probably take advantage of another brand, but there is no vacuum to fill, because Saab Automobile was a very small car manufacturer. Former Saab owners will buy all kinds of different brands and wouldn’t add much to Volvo’s sales figures.

saaburban
Member
6 months 10 days ago

May be so, but branding wise there are some space vacant beside Volvo. Scandinavian cool, safe, sustainable cars priced right, might appeal those Volvo customers that cant follow the upmarket journey.

sonett71
Member
6 months 12 days ago
“Lay the foundation for Geely Auto in Europe” – I understand they want that – but of course it has nothing to do with Saab or the factory in Trollhattan. I’m not interested in Geely or Volvo at all. This is a Saab and Nevs forum, and I don’t want to read any Volvo news. The brand in Gothenburg is Saab’s opponents and vice versa. If I buy a new car in the future it is a car from Trollhattan with Saab dna (the name can be something else). But I will never buy a car with the Saab-name who… Read more »
Angelo V.
Member
6 months 11 days ago
Of course, the Saab developed by Geely/Volvo would be infinitely better than anything the NEVS misfits would cobble together. One company is an automobile manufacturer and currently making world class products. The other is a “consortium” that has more identities than Cybil. “EVs, no 9-3s, no, Turkish National Car, no, Chinese Market partner…this province, that province, Japanese battery technology, factory for other manufacturers to lease, factory for Saabs to be made, Chinese factory for Saabs to be made, Chinese factory for new brand to me made, Swedish factory for new brand to be made, cars made in Sweden and shipped… Read more »
3cyl
Member
6 months 11 days ago

If we want a Volvo we can buy one. We don’t need Volvos with SAAB badges to accomplish that. And we especially don’t need inferior Volvos with SAAB badges. That would be at least two steps down from a SAAB.

sonett71
Member
6 months 11 days ago

+ 1 …very good said, 3cyl – indeed 100 % !

Bernard
Member
6 months 10 days ago

re: “we don’t need a Volvo with Saab badges”

How about a Saab with Volvo badges?

I understand that “Saab vs. Volvo” is the Swedish equivalent to the US-ian “Ford vs. Chevy” debate, argued by 8-year old boys in schoolyards everywhere, but that seems very short-sighted now.

I am evidently alone in this, but what I loved about Saab was the cars, not the branding. If I can get the same quality under a different banner, then I am happy. I don’t see the attraction of living in the past, always fighting yesterday’s wars.

rune
Member
6 months 10 days ago
The badge does not really matter. At least not to me. But I mean… If it looks like a Volvo… That is a deal-breaker. My wife does not care one iota for Volvo’s past design, current design or future design (the new XC90 or whatever it is called). I have a weak spot for the P1800 however, but the rest: No way. I want a neat looking car, FWD, plenty of bhp while not atrociously expensive to drive. My wife’s 9-3 TTiD fits the bill nicely. There aren’t many good looking alternatives out there. Seeing as Hareide does odd jobs… Read more »
3cyl
Member
6 months 10 days ago

“a SAAB with Volvo badges” isn’t likely. SAABs were more than the sum of their parts. Volvo has never accomplished that.

sonett71
Member
6 months 10 days ago

Yes, we need a nice and good Swedish car, and what we don’t need is to messing around with the Saab-name. Saab AB have determined that it does not will come any car with the Saab-name. I hope they stay with that, and not do anything rash.

AEROOTTAWA
Member
6 months 10 days ago

I agree with Bernard on this one. It wasn’t the badge on the car that made a SAAB a SAAB. It was the ethos and the integrity behind the way they were designed and made.

Len Burke
Member
6 months 10 days ago
I find it funny after so many years at making cars, according to the SAAB faithful, SAAB got it all right and Volvo got it ALL wrong. So we have smart Swedes, and not so smart Swedes. Really, I owned a Volvo 124 wagon in 1972 in Australia, very good finish quality, under powered, but a really nice car. It looked like a real car when Saab`s were quirky. I also own an 1976 NSU RO 80 (now) in Florida USA which was so modern then compared to both Volvo and Saab. I have owned a total of 15 Saabs,… Read more »
rune
Member
6 months 10 days ago
Volvo clearly did some things very right. However, that does not necessarily mean they made better cars. At least not in my book. Marketing played a part. Other factors also played a part. You mention the NG 9-5: Usually stellar reviews, but… The leasing companies, specially in the US, did not believe in Spyker as an owner. It was a self-fulfilling prophecy. So the leasing market was effectively cut off thus leading to your observation: Dealers were unable to move the product. Combine this with failed marketing efforts and… For most people, a good FWD design is enough. AWD is… Read more »
beckyquick88
Guest
6 months 9 days ago

i do not understand the way saab drivers looked at volvo.

rune
Member
6 months 9 days ago

Have you read “A man called Ove” yet? 🙂

It also varies from country to country. English and American Saab fans are often fans of Volvo too. I believe there is a sharper rift in Sweden and Norway. For some it is just a simple brand rivalry, for others it runs a wee bit deeper.

I will eventually be forced to jump brands (difficult to say how long a NG 9-5 will survive). So I hope that Volvo will come up with a great looking car by 2026. Fingers crossed.

beckyquick88
Guest
6 months 9 days ago

agree a good fwd or rear drive is enough. Depending on your driving tracks. Haldex awd act as a fwd in normal situations. So if you drive only on flat dry roads it’s a waste of money. Land Rover offers models fwd or awd. Personally i go always for awd now.It gives you a safe feeling and track holding which can be live saving.

beckyquick88
Guest
6 months 9 days ago

Very good post more of this.
But as joe said , not pouring the the saab corps through mogadishu .

beckyquick88
Guest
6 months 9 days ago

I have serious problems with my comments on this site. And there is no solution because of competent lead. All my comments end up in the trash bin for 4 weeks .

beckyquick88
Guest
6 months 9 days ago

maybe it’s the right time to say goodbye to everyone on this site i was together.

beckyquick88
Guest
6 months 9 days ago

suspicions minds are here.

beckyquick88
Guest
6 months 9 days ago

monique account closed .

beckyquick88
Guest
6 months 9 days ago

Some solidarity is not in nordic dictionary .

Len Burke
Member
6 months 8 days ago

Nevs, the Donald Trump of car makers. Go research Youtube about Donald`s family name with John Oliver, Drumpf, it`s German. Nevs, it`s pathetic
Can`t we just all go buy old 900s and 9000s restore them and live happily ever after.

beckyquick88
Guest
6 months 7 days ago

Maybe saabs are made again in belgium.The volvo plant in belgium is on the list for their C- segment cars.

beckyquick88
Guest
6 months 6 days ago

The plant in belgium will be the main plant for their cma platform and are revamping the plant right now. the xc40 will be first launched . A subname brand could be interesting to give this line more attention.

sonett71
Member
6 months 7 days ago

It is noticeable that you are living in the past, Len Burke. Saab made great cars during the GM period and the current Nevs 9-3 is still very good. We must look ahead and understand what the future of the automotive industry means. Nevs have understood it, but maybe not us who write on the SaabsUnited site. “United”, however, is questioned by those who do not believe it’s true that Nevs is the future of the automotive industry. Let’s give them a chance! 🙂

wpDiscuz