Theory: Saab and Volvo may become siblings

saab-volvoThere have been a lot of news articles and stories following the announcement that NEVS will use its own brand instead of Saab for their future electric cars (starting with NEVS 9-3 in 2017).

The motor journalist Jan-Erik Berggren, from Expressen (one of the two larger evening papers in Sweden), has an interesting theory on the future of the Saab brand. He actually claims that Saab and Volvo may become siblings.

The reason for this is that CEVT (China-Euro Vehicle Technology), a company owned by Geely and Volvo, are working on a new C-segment car platform that is supposed to launch with a new brand name. CEVT consists of more than 1 900 people, with locations in China, Gothenburg and Trollhättan.

The CEO of CEVT is Mats Fägerhag, former VP Product Development at Saab in Trollhättan (where he worked for 20 years). And remember, Geely were one of the companies bidding for Saab back in the GM days.

So the theory from Jan-Erik Berggren is that CEVT may reach an trademark agreement with Saab AB. This would mean that Saab is re-introduced as a new compact car, within the same family as Volvo.

What’s your thoughts on this? Would you rather buy a NEVS car from Stallbacka (the former Saab main plant in Trollhättan) or a Saab car from Torslanda (the Volvo main plant in Gothenburg)?

Angelo V.
Member
3 months 6 days ago
Right here on Saabs United, I have been advocating this for a long time, in several posts. It’s a brilliant idea. It would put the Saab name in the hands of a capable automobile producer and not a gaggle of clowns where it’s been dormant for 4 years. And if the marque is worn on a more affordable, compact car, it will also return Saab to its real roots, which is to say, a uniquely designed, affordable car, available to all—-not a Mullermobile for fifty-five thousand dollars and no sunroof, and not a GM era “Saab” that is a Chevy… Read more »
SteveW
Member
3 months 5 days ago

Yep, if this happens you will be rightly be seen as a visonary Angelo.

Angelo V.
Member
3 months 5 days ago

I would love that Steve, but I think it’s a long, long road for that to happen. It just seems like everything would have to fall into place perfectly for Geely to get the Saab name. If they were able to—-I have no doubt that they would do wonderful things. My previous comments were that I could see them being sold in the same showrooms, “Swedish Motorcars” and the dealers would offer Volvo and Saab. Volvo would be more expensive and more luxury minded, Saabs would be less expensive, some hatchbacks, sportier, etc.

dcpattie
Member
3 months 5 days ago

Geely has been siphoning technology from Volvo since their acquisition (and rightfully so) to the point where they are now producing good (safe) cars that ‘could’ be sold worldwide. Problem is…no one in N. America or Europe is ever going to buy/accept the Geely badge (sorry but true). By badge-engineering Geely cars as “SAAB” they can realize markets that just a few years ago were unobtainable.

Tjalle
Guest
3 months 5 days ago

Sorry, it won’t happen – different financial backgrounds.

3cyl
Member
3 months 5 days ago

If we want a Volvo we can buy one. Sticking a SAAB badge on a Volvo product won’t make it any more appealing.

Monique Hubrechts
Member
3 months 4 days ago
3cyl right volvo is volvo. But to reach their goal of one mio cars the Saab brand name once worldwide nice fits in their dealer network. look at BMW how to do it. They have their mini bmw. Etc. The car market changes to what the customer want. A suv, all car brands incl sport carmakers have one. Their is no dynamic in a electric car. The goal of the brands and accents is price and innovation. You wiil never get the saab turbo pull again. The fuel cell pack in present developement is just as big as shoe box.… Read more »
3cyl
Member
3 months 3 days ago

Yes, I suspect there will be more attractive options than a Volvo badged SAAB.

Silas
Member
3 months 5 days ago

I would probably rather buy a car SAAB car from Volvo/Geely than a NEVS car but this is highly doubtful. I’ve already started looking at Volvo for future vehicles. I just wish they or anyone would have an affordable sedan-style hatch. Honda killed the Crosstour, Mazda killed the Mazda6 hatch years ago and a BMW or AUDI is out of my price range. I love my OG9-3 but don’t have many options when it comes to replacing it.

Monique Hubrechts
Member
3 months 4 days ago

Go for volvo at this moment. Nevs is something in my mind that tomorrow will never comes. Unless the chinese investors see a market outside china.

StefanH STHLM
Member
3 months 5 days ago

Its no derby for me. I´ll choose them both.

quieteye
Member
3 months 5 days ago
Realistically – You are writing of one divorced from any living physical expression rooted in a living family heritage. Production elements and equipment are parted and moved to parts known and unknown. Platform foundation and strands of SAAB engineering spirit will be expressed by NEVS as a carryover of original pre-bankruptcy intent. It may be uplifting to consider the SAAB engineering spirit increasingly adopted by an evolving auto industry (turbo, safety, utility, economy, performance, etc.). SAAB name itself lives on as reference to a distinct auto history, audio/visual running experiences for some as warms the soul still, fond memories of… Read more »
Angelo V.
Member
3 months 5 days ago

Great post.

hughw
Member
3 months 5 days ago

I find it inconceivable that these clowns (NEVS) will ever be able to produce a car that would be attractive to the Western European and North American Market. Right now, I’m considering a Volvo XC-90 for my car….if they were able to obtain the Saab name, mix in a little Swedish engineering and sensibility, along with a bit of Saabishness, it would be a no-brainer for me and for many others

kochje
Member
3 months 5 days ago

Have same feelings as you expressed here.

Angelo V.
Member
3 months 5 days ago
I think they are CAPABLE of producing such a car Hugh, but I don’t think their aim is to reach out to the former Saab markets with a vehicle that we would actually want to own. They came onto the scene and gained control over Saab by promising the possibly gullible bankruptcy receivers that they had this remarkable Japanese battery technology that was groud breaking—-they had deep, deep pockets from China—-and all they needed was the Swedish automotive design know-how to package it all up with “The Consortium” and things would be jolly. Well we found out a few things:… Read more »
kochje
Member
3 months 5 days ago

Angelo; we were discussing Volvo/Saabish mixture, not NEVS

Angelo V.
Member
3 months 5 days ago

Very true. Hugh must have baited me with his comment that I replied to! And you are right, a Volvo/Saabish mixture most definitely has virtually nothing to do with NEVS.

Monique Hubrechts
Member
3 months 4 days ago

hughw if you desiide for a 4wd car Drive some brands including range rover. For example the heavy rainfalls in belgium cancelled a lot of soft terrain festivals. Only high foot adjustable range rovers pull out.

skol.93
Member
3 months 5 days ago

I don’t believe that either. Volvo has an own brand which actulally does not produce. DAF. They have the right’s for the name and the name DAF stands for payable cars and has no negative aftertaste (regarding countelles bankruptcies).

On the other hand if this could happen. Could you imagine to drive a cheaper produced Volvo? Volvo is willing to positioning the carbrand “below” their products (regarding “premium”)…..

A-RO 95
Member
3 months 5 days ago

Are you sure about the DAF brand? I remember the take over of DAF and the resulting Volvo 66 with the chunky bumpers. Volvo have pulled out of the factory in Born which now only manufactures Mitsubishi vehicles, and DAF Trucks are now part of Paccar and Paccar and Volvo Trucks are major competitors on a global scale. I am not sure that Volvo and/or Paccar would be in agreement to Geely using both the Volvo and DAF brands.

kochje
Member
3 months 5 days ago

In Born they nowadays do produce the MINI for BMW, no Mitsubishi’s anymore.

Monique Hubrechts
Member
3 months 4 days ago

Nice correction kochje. However the daffodill variomatic was fun to drive. And their rally car too. By the way this gear shift metod is not really dead.

hughw
Member
3 months 5 days ago

If wishes were horses, beggars would ride……maybe Saab would be the premium car and Volvo the cheaper one.

dcpattie
Member
3 months 5 days ago

Well, considering the S90 T6 starts at 52K – a “higher market” SAAB would be dead on arrival.

Volvo is moving way up market – which could offer SAAB a sweat spot – just above VW & Mazda – but below BMW, Audi, MB, and now Volvo price points. Basically priced like Acura.

Angelo V.
Member
3 months 5 days ago

Pattie: That is exactly where Saab belongs and I will also make the case that their price points should overlap with VW and Mazda—-their lowest price cars should cost more than VW and Mazda’s lowest priced cars, but not by a whole lot—-and those entry level cars from Saab should be much more affordable than the high priced models from VW and Subaru/Mazda.

Romac
Member
3 months 4 days ago

…and exude the same or better general feeling of quality materials. But what Volvo needs is probably more like a Škoda or a SEAT competitor brand. Are we Saab tifosi too proud for that? A Saab that re-establishes it’s brand name by initially marketing mildly modified models that Volvo is replacing? As it establishes itself, it funds the promotion of it’s own identity. 5yrs, 10yrs, 20yrs?

Angelo V.
Member
3 months 4 days ago

I’m not too proud for that at all and I would be a buyer of that type of Saab for sure. This is what put Saab on the map—-an inexpensive, uniquely engineered car with its own identity. The last Saabs were beautiful, but in all honesty, larded up, overweight, excessive. They lost their way and they went out of business. If they come back, they should literally go back to the egg.

3cyl
Member
3 months 5 days ago

Volvo is moving upmarket because it can’t make money at lower price points. Adding the cost associated with another brand is not going to solve that problem unless it is a cheaply made car not anything like a SAAB. The whole idea of SAAB as a low priced Volvo is baffling as SAABS have been better cars than Volvos. Sticking a SAAB badge on a budget Volvo will only satisfy people who value the badge over the product.

gustaf
Member
3 months 4 days ago
@3cyl +1 Rattling dashboards, Leatherette, wobbly plastic door handles, crappy electronics, low budget solutions everywhere. Those are the things you do not want in a SAAB but it is what you get today in the low and medium pricerange(or let FORD or GM own an European brand for a while). SAAB needs to be in par with Volvo I believe. The expected quality, safetylevel, tech-level and design demands that. I think most Swedes will have difficulties accepting a SAAB from Torslanda. Its just wrong. Volvo has struggled for years to get rid of the crappiness Ford introduced to the brand.… Read more »
Angelo V.
Member
3 months 3 days ago

There aren’t enough buyers willing to spend $50,000 plus for a Saab. That’s over. They died a messy death because they overpriced the intended audience. They need a new strategy if the name ever comes back. Go back to what Saab once was, like pre-1970, as far as market position. If they try to take on BMW again, they will fail again.

RS
Member
2 months 29 days ago
5 years and nothings’ changed LOL. It must be no surprise I agree with 3cyl and gustaf. Angelo, your blind spot about the cars SAAB was able to roll out in 2010-11 still amazes me. The NG9-5 would not have been the whole story trust me. I have absolutely no doubt Spyker/SWAN would had grasped very quickly the need for a VW killer aswell as a BMW fighters. Is there any way to make you understand that Victor had nothing to do with the (too) big new 9-5? They were stuck with it. Many in Europe loved the car but… Read more »
Angelo V.
Member
2 months 27 days ago
On the contrary, I think Muller’s 9-5 was the most beautiful Saab ever built and I know it is what he had to work with at the time. It was overpriced though. It was simply bad timing that crippled Vic’s efforts. I do think he had and probably still has supercar fever though. I had the sense back then that his mission was to build Saabs that he would love to drive and own, performance driven vehicles for his Spyker circle, not affordable mass market Saabs that I think we’re the key to reposition the brand. I am sure he… Read more »
RS
Member
2 months 27 days ago
Now here is a comment I can agree with 100%. The Saab community was trying to warn VM when the signs were becoming clear during the summer and fall of 2010. The damage had unfortunately already been done as no marketing efforts could move those new 9-5 2.8 Aero’s filled with GM plastic sitting in the U.S. At the time when most customers were waiting for at least a more practical variant of the big Saab or a MY11b 9-3 with refined interiors and engines. Angelo, you don’t even want to know how much money they spent on ads back… Read more »
Angelo V.
Member
2 months 27 days ago

Their U.S. advertising was abysmal, lousy, ineffective. Vic got some bad advice.

dcpattie
Member
3 months 4 days ago

I can’t speak to every single model but the build quality of my 2012 Volvo XC70 T6 is light years ahead of my NG9-5 Aero. Not even close.

Angelo V.
Member
3 months 4 days ago
3cyl: Welcome to marketing and merchandising, 2016. A couple quick points: Say what you will about Saab being better than Volvo. At this point in time, Volvo is a fast growing luxury brand with great product and Saab is dead. Frankly, there’s an argument to be made that in the 80s and 90s, even before the GM era, Volvo made a mechanically more reliable car than Saab did, if not as exciting a car. There’s also a factual case to be made, looking at reliability ratings, that the GM era Saabs were and are superior, mechanically, to the older Saabs… Read more »
3cyl
Member
2 months 28 days ago

SAABS may not have been the best value for most people, but they were what we wanted and bought and hence a good value to us. Volvo doesn’t hit the mark. And, if you want value in a car from the appliance sense, there are better ways to go than Volvo.

Angelo V.
Member
2 months 27 days ago

And “we” weren’t enough to keep them solvent.

Monique Hubrechts
Member
3 months 3 days ago

3cyl They move in any direction and are ready to roll out. Making cars with profit in any segment.

Jesse Crandle
Member
3 months 4 days ago
Strongly doubt this. Why? For the same reason that Saab was sold by GM in the first place: too many companies under one roof. You had Chevy Saturn, Saturn overlapping Pontiac, Pontiac Overlapping Saab, Saab Overlapping Buick. There was too much fogginess in what defined the class, So they redefined it as entry level (Chevy), mid level (Buick), and luxury (Cadillac). Volvo doesn’t want to diminish it’s sales with another Swedish car company, especially when the original values were so similar. Semi-luxury for the both of them, not top of the line but definitely not entry level either. It’s not… Read more »
Angelo V.
Member
3 months 4 days ago
Market share is what is in it for Volvo. Use Saab to be the sporty, more affordable Swedish car and Volvo to be the more expensive, more luxury minded Swedish car. Market share, which GM has actually lost since they gave up half of their divisions. That was smart in the short run as it slashed expenses—-but stupid in the long run as there were Pontiac buyers who have moved to Ford, Saab buyers who have moved to Volvo or other imports, Saturn buyers who would never consider a Chevrolet or Buick—-and Hummer buyers who will now look to Fiat/Chrysler… Read more »
John
Member
3 months 4 days ago

I would’ve been opposed to the idea a year or two ago, but from what I can tell, Volvo are going from strength-to-strength and getting much media praise. Saab have been lumbered with terrible platforms by GM in the past, and if the Volvo platforms really are as good as the reviews, then I’m quite happy to have a Volvo-sibling Saab. We hate Volvos because they used to be the box, but it hasn’t been that way since the ’90s. I think it’s a partnership that might actually work.

100%Saab
Member
3 months 3 days ago

Would I buy a cheap Volvo with a Saab nameplate slapped on it? No.
Would I buy a Saab whose parent company is Volvo? Maybe.
It depends on the car.

Monique Hubrechts
Member
3 months 2 days ago
If volvo owners want to grow in their present infra structure the saab link is clever marketing.As said months ago their mixed volvo-saab engineering knowhow in sweden shoud become one. Waiting for the reborn saab car. Let tht box the bodies if the chinese sort out the merge. Since their is a sound of silence about tht correct me if any, but i doubt the execution of their present factory order. Volvo in belgium plant changing to cma plat was not easy. But they are ready for the sound of the production bell. JLR struggle to change from ford engines… Read more »
3cyl
Member
2 months 28 days ago

A low priced Volvo will have to cheap. Regular Volvos aren’t a great value as it is.

JoPlSe
Member
3 months 2 days ago
If anyone know how to build a proper car (read Saab), it´s Mats Fägerhag. If I am not mistaken, Swade described him as an engineering genius as one of the main stakeholders behind the Phoenix platform. If I got it right, Fägerhag took all his experience of scalable platforms to Volvo and brought it into the CEVT Platform. For those of you who are dreaming of a new ICE Saab, this is probably as close as you can get. I find it a bit farfetched that the Saab brand would be picked up by Geely/Volvo Cars. Still I would applaud… Read more »
Angelo V.
Member
3 months 2 days ago
I’m probably not a candidate for an EV as my primary car. I’d consider a small, cheap one as an errand runner or something—-but as my main car, I want gas or diesel power. That said, the EV you describe—sporty, safe, good looking and (relatively) affordable describes the Tesla Model 3. They claim it will start in the mid-30s (US Dollars) and top out around 50 or so. I would think they will go for around 40K before incentives or tax credits and from what I’ve seen, it’s a very nice looking car, best design I’ve seen from Tesla. I… Read more »
Monique Hubrechts
Member
2 months 29 days ago

Thank you.

Monique Hubrechts
Member
2 months 29 days ago
Tjalie never say never again. Its not yet the final countdown although nevs crucified the saab brand name as decided by the brand owner. Will saab fans buy nevs cars who at present have saab genes.Yes they will do as long tht has a future and nevs is expanding like volvo and JLR. But the strongest will survive in the brave digital car world or completely out and have a different way of transport. At present i test drive a new alfa romeo with their famous 6 cyl. to have somefun during day time and to overcome the unsleepy night… Read more »
Monique Hubrechts
Member
2 months 24 days ago

Read today: The risk of a large car company being VW. They paid in the US 13.3 billon euro for half a millon cars. options were to trade in your car and get paid or change of the diesel software. Worldwide the software is in 11 millon cars. To make the same arrangement is no option said the VW ceo. As you can calculate. Seems that the us have better laws than outside of the us. Hope that you have the right interpretations of the zeros involved.

Angelo V.
Member
2 months 24 days ago

Yes, Monique, you are right on. If Saab AB had any confidence at all that the name wouldn’t be further harmed, NEVS would still have “SAAB” as their brand. This drivel that NEVS didn’t WANT the name, they from the beginning, they wanted to be NEVS….well, I won’t comment further on that in this post. I don’t want to offend people with harsh language.

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