Saab Global sales – 2010

The following press release has just been issued.

Saab Automobile Sees Ongoing Momentum in 2010 Sales
Wed Jan 5, 2011 3:30pm EST

  • Sales momentum continues to grow quarter by quarter
  • 11,448 cars sold in Q4 2010, up 129% compared to Q4 2009 and up 31% compared to Q3 2010
  • Global sales in 2010 amount to 31,696 cars
  • Total 2010 production rose to 32,048 units as compared to 20,950 units in 2009 (up 53%)

Zeewolde, The Netherlands, 5 January 2011 – Spyker Cars N.V., a holding company that owns subsidiaries which produce and sell premium automobiles under the Saab and Spyker brands, today announced 2010 sales and production figures for its subsidiary Saab Automobile AB. Spyker Cars N.V. is listed on NYSE Euronext Amsterdam (ticker symbol SPYKR).

Saab Automobile continued to see growing sales momentum as it released its 2010 sales and production figures today. In the fourth quarter of 2010, wholesale (revenue generating volume) amounted to 11,448 cars, up 129 percent compared to the same period in 2009. Full-year wholesale increased 15% year-on-year to 31,696 cars, on the back of encouraging results in several key markets.

After a strong performance, retail sales in Q4 2010 came in at 10,139 cars, up 32% from Q3 2010. Annual retail sales amounted to 28,284 cars. Total Saab Automobile production in 2010 amounted to 32,048 units, compared to 20,905 units in 2009 (up 53%). Saab Automobile’s financial results will be published on 25 March 2011, as part of the annual results report of Spyker Cars N.V.

Both full-year sales and production were heavily influenced by events in the beginning of 2010, as Saab Automobile emerged from liquidation and restarted production at its Trollhättan-based plant at the end of March after a seven-week standstill. As the year proceeded, Saab Automobile continued to see sales momentum increase quarter by quarter in several key markets.

Victor Muller, CEO of Spyker Cars N.V. and Chairman of Saab Automobile, said: “These figures show that Saab Automobile is firmly establishing itself as an independent car manufacturer and reflects the tremendous tenacity shown by all our employees and dealers in what has been an incredibly eventful year for Saab.

“One of the largest challenges in 2010 was to restock our dealers around the world to normal levels again, especially in a market like the United States, where you need dealer stock in order to be able to sell cars. For instance, when we acquired the company in February 2010, there were a mere 500 cars left on the ground in the United States. Normal inventory levels in this market should be at 6,000-7,000 units.

“In 2009, Saab Automobile sold 39,800 cars, but built only 21,000. As a result, inventory levels were depleted by almost 19,000 units. In 2010, we only filled the pipeline with less than 4,000 units. All in all, with all the accomplishments made so far, I am very confident that the foundations for delivering on our business plan are in place.”

Saab Automobile President and CEO Jan Åke Jonsson added: “I am very happy with all our achievements since Saab Automobile embarked on its journey as an independent car manufacturer. While exciting new cars like the 9-4X crossover vehicle and the long-awaited 9-5 SportCombi will go on sale this year, we also continue to expand our distribution network into important growth markets such as China and Russia.

Furthermore, we will see the full effect of markets we entered in 2010, such as Japan, Canada, Portugal and Australia. I am confident that we can keep up the current sales momentum as we continue to enhance our offering with the biggest-ever product offensive in Saab Automobile’s history.”



  • Wholesale comprises revenue generating sales to dealers, retail comprises dealer sales to end users
  • FY 2010 wholesale figure includes 1,400 units GM wholesale to Saab Automobile dealers prior to July 1, 2010

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74 thoughts on “Saab Global sales – 2010”

  1. Baby needs to learn to walk before he can run. Onward and upward we go people. I am so proud to be associated with everything Saab. 🙂

  2. Improving sales numbers are always good. The problem I see is that used Saabs are such good buys, especially 9-5s. You can get low mileage ’06 -’07 9-5s for under 20K US. That’s hard to beat.

  3. I think everything I see here is great news. Definately heading in the right direction. 2010 was a year you will never see again, 7 weeks of no production at all, dealer stocks non existant and then the restart. People can claim to be disapointed, but Saab worked to increase stock levels with dealers and that took time and had a definate effect on YTD sales. Dealers need cars to sell cars plain and simple and until stock levels got to normal you would not see the true volumes of retail sales (customers do not want to be forced to buy a car simply because it’s the only one they have). This problem is not a Saab only problem, GM has had this problem with the Cruz (which has a much higher ad budget) and Toyota has had the same problem in Canada with the Scion brand. When you start a brand or restart a brand, you have to expect it to take time to see your full potential. I am very happy with what I see here and hopefull that as our stock levels increase in Canada that we can start to add to those numbers. Great job Saab!!

    • @Jason and we shouldn´t forget that the US market only get the 2010 aero version without sunroof etc for a while.
      it was the only way to get out the 9-5 but the real 9-5 is out with the MY11 models

      • @SAAB_andee

        The new wood paneling we saw in the new 9-5 should have a better effect upon the 9-5’s sales than we think. In the U.S., wood paneling is a turn-on to car buyers, especially in the 9-5’s price range, such as the 5-series, e-class, and A6. Besides, this wood looks EXTREMELY well executed!

        Smooth skies ahead!

        • @ jake i know most most americans have problems without sunroof or the dashboard.

          but as an architect (who knows good design) american taste has nothing to do with good design. and this wood paneling isn´t this what you understand under clear scandinavian design.
          bmw – audi or mercedes dahsboards also have nothing to do with good an clear design.
          they may have better materials – but no design.

          • Exactly, the the only reason the Germans is considered having the best looking interiors is that they excels in fit and finish, but when it comes to d e s i g n they are as uninspired and boring as the new 9-5 lacks in fit and finish. Not that one cant live with the imperfections of the 9-5 interior but im looking forward to the first real upgrade of it because the exterior deserves it. The gray plastic wood must be a result of marketing research and as much as i mistrust marketing research i have faith in the saab marketing people. Also my guess is that in 25 years from now it will be pretty cool to own a 2011 9-5 with grey plastic wood interior.

  4. This is great news! SAAB is on the move in the right direction. Well done JAJ, VM, SAAB employees, dealers and SAAB owners out there – keep up your great work!

    Cheers from Norway
    Always on the longest road home when out there with my SAAB. Always!

  5. 32000 / 0.75 ~ 42 500 sales/year
    if saab can raise sales by 30% ~ 55500/year
    + goals of 17000 9-5SC and 9000 9-4x
    = 81500 sales in 2011 so only 23% left to reach the break-even-point of 100k in 2012 🙂

    • solvy,
      Those 81.000 is the goal for 2011.

      But you can do the maths in another way.
      11.448 (Q4 2010) x 4 + 20 % increase + 17.000 (9-4x)+ 9.000 (9-5SC) = 80.950

    • @red j aka me

      you always put it into the right numbers:-) it should be possible –
      markets like germany ,spain or italy also have to take off. and there is enough potential after this horrible year in this markets

      • And those markets you mention have shown to start increase sales in the end of 2010, so yes, they are on the move in right direction!

    • Sicky,
      we can only check the retail numbers, and from the 28.284 retailed units I can back up almost 26.000 from 18 out of 52 countries.

      Sweden + GB + US = about 20.000
      Western Europe about 5.000
      Other small countries 1.000

    • A longer term view shows both the potential and the challenges in the Luxembourg market (500.000 inhabitants served by two dealers):

      2005 212
      2006 224
      2007 168
      2008 201
      2009 70
      2010 56

      The Luxembourg market is strongly tilted towards the first quarter for sales and the first half-year for deliveries. The absence of the 9-5 SC during the traditional “Auto-Festival” late January, early February will hold back sales. The 9-4x could become quite popular in a country with many SUVs, but will be held back by the absence of a diesel engine. Having experienced an extraordinary snowy winter up to now, the Saab FWD and XWD should attract at least one or the other frustrated Beemer and Merc owner.

  6. I would say that for this year, 60k is very plausible, 70k achievable and 80k needs a spot on performance and no oil related wars.

    Now I just wait with ghastly humor how certain Finnish yellowpaper style business papers will write about Saabs fallen retail sales compared to 2009.

    • If you watch the trend the graf is positive, factory is up and running from day one, 9-3ttid 119 gram will sell well, many companies (mine included) only permit companycars that is below 119 gram, the 9-3 is by far the most powerful, I am confident Saab will solve also the SC, plus the 9-5 sedan was only for sale half 2010, and then you have the 9-4x and the 9-5 SC. (and perhaps 9-5x?). Canada and other countries was not really onboard 2010 etc. 80.000 easy if you ask me.

    • 80k can be done. most markets are far away from their potential sales targets.

      luxembourg: sold 56 in 2010, 70 in 2009 but 200+ the years before.
      austria: 98 in 2010 but 400+ in 2007 and earlier
      germany: 657 in 2010 but used to sell 4000+

      and we should not underestimate sales of the convertibles. i don’t think that lots of convertibles were produced in Q1 2010 because of the moving from Graz – Austria to Sweden. So mainly the few cars in stock were responsible for sales.

  7. Will we make 60,000 sales next year?

    It all depends on the sports combi and the 9-4x and how well they are receieved.

    I hope so….the 9-4x has awesome potential in Australia, lexus and bmw crossovers are everywhere I live, everyones sick of the same ones.

    • @Pat H- judging from the news , it sounds like Australia needs boats not automobiles. Perhaps an ark?

    • I say it is not only important with the 9-5 SportCombi and 9-4X, but IF Saab presents a 9-3 SportCombi with <120g CO2, then there will be an even stronger boost in sales. The best would be if it was a <115g CO2, so they gain even more advantage.

  8. Good going. Lots of work yet, but we knew that. Some adjustments here and there in equipment, pricing, leasing and personnel and I think 80k is achievable this year.

  9. I read in a US newspaper this week (sorry but I forget which one – we are traveling with Dame E) that car-based cross-over CUVs and SUVs are now outselling sedans and wagons in the USA. This is indeed important for the place of the 9-4x in SAAB showrooms.


    PS: I have a suspicion that $20K for a five-year-old 9-5 “Dame Edna” is an improvement in residual values (depreciation rates) for the old 9-5. 50 to 60% in 5 years is not bad, overall. I don’t insist on top resale value but I cannot trade until I know that the market for used 9-5s is decent. Success of the new 9-5 will help because there is necessarily a rub-off effect. I had two valet parkers remark on the good looks of our 9-5 in the last month. I’m sure the waxing helped, as well as the front end that foreshadows the new SAAB look. Best to all!

    • Bruce:
      This has been the case for some time in the US. If you put light trucks in there too, you will find the percentage of truck-like vehicles sold in the US is around 65% of new car sales. This is especially true in the west, but less true in the east. This is why GM gave us the 97X, and why it sold as well as the old 9-5.

      I know some of you were disappointed in Saab buying a smaller engine from BMW for future use, but with crude going to $ 100 a barrel, and most likey staying there forever,( in the next 3 to 5 years) this makes their decison look very good. Problem for US buyers is that CAFE is going to 35-38 and light trucks be included, the only way they can be sold in large numbers will be with hybrid motors. Saab also will have to use hybrid in the new 9-3 and sell a lot of them to meet the new federal laws, unless of course the new Congress changes all of this.

  10. The article writer is commenting on that he belives that Saab has not been honest with the 2010 salesnumbers. He writes that it is better to be honest and publish the true numbers and that everybody at Saab must have known that the original 2010 forecast or even the halved forecast would not happen.
    In general its a positive article calling it “a miracle” what Saab has accomplished since beeing sold by GM.

    • Googletrans is good but most of the times fails to communicate what is “behind” the actual words.

    • Thanks Turbokalle. It’s still a little unclear, however.

      Do they think Saab lied about the actual sales numbers? Or that they should have reduced the forecast earlier? As RedJ noted, above, they reduced the target progressively at several times through the year amidst incredibly difficult and hard-to-predict circumstances.

      It might pay the author to remember that Spyker Cars is a public company and they can’t just forecast major changes off the cuff. I’m pretty sure shareholders have been able to read the situation OK without SVD’s help and they’ve still shown faith in the company through the course of the year.

      Thanks for the clarification.

      • I agree Swade. I am a bit confused as to what the writer actually means, but indeed he seems to imply that Saab has lied about the actual numbers.
        From what I have read here on SU and elswhere Saab seems to have been very open about the fact that they are missing their targets and also why. I have no idea how the writer gets to the lie conclution.

        • The writer seems to imply that he had a better forecast of saabs future sales (every expert said that it was imposible)
          By saying that saab was wrong, this is a way of saving there own face i guess. “I told you so” seems to be the mening of the text.

          • Yepp!
            The cold weather and the hollidays have resulted in fewer drices, but with 2500 km on the meter no problems have occured.

            The only things I’ve noticed is the change in the engine sound in low teperatures (-25 centigrades) and the melting snow fram the rear window is building some ice between the window and trunklid. This happend if you use an electric heater in a snowy car. If this ice isn’t removed before takeoff, it will result in a squiling sound fram the back.
            The car goes like a dream, and would be even better i guess with snalker winter tires.
            So, to your qustion: Yes, I would recomend the TTiD XWD to those who like low rev torx, nice ride comfort and a fun to drive machine. I have yet not done a 1000 km trip. I usually do one or two of those one day trips a year. Then I will know if the long distance qualitys of the new 9-5.

            Maby Rune have done such a trip by now?

          • Saab began the year with a sales forecast of 60.000.
            After the H1 report the forecast was reduced to 45.000 units, and after the Q3 report they reduced the forecast once again to 30.000 units.

            They have reached this value, so I don’t know what is the problem. And even the retailing value is not even by 2.000 cars too low.

            I must admit, that I didn’t know the difference between retail and wholesale, but know I’m quite sure that wholesale is the value that counts. Saab gets its money from the wholesale sales and not from the retail sales.

            Looking at the figures the Saab dealerships worldwide have bought 3412 from Saab, but were not able to sell them to a private person. Yes it is about 11% of the whole sales, but markets like USA or Canada, which work imho this way, had to be restocked.

            Much Ado About Nothing.

          • I see there no problems with the difference between wholesale and retail. the wholsale numbers are the numbers that count.

            If i look at VW-Audi in Austria, they also sell their own cars to dealers or their own porsche bank. but sold is sold and that number counts- nobody cares about that. why should SAAB do it in a different way ?

          • Many of you seem to miss the point here I think. I have been reading these articles in different papers and there are one thing that has been mentioned as the “failure” of Spyker. And this is the “sales” of 32K cars, when the actual retail number is 28K. This is what they are arguing about, even though both of these numbers where clear in the PM.
            This is how I have interpreted things.

          • TTAero: I drove 1800 km to Tromsö, but…

            Uhm… Dunno if I should mention this, but I did not make it back. I left the main road (E45) and did not realize the smaller road I was on had been neatly polished by countless trucks. On top of this polished ice was a layer of fresh powder snow.

            The rest is fuzzy. I remember that the brakes were touched. I do not think it was by my choice. I believe ESP cut in, applied the brakes to one (or more) wheels. In any event, the result was that I felt all grip was gone. I lost faith in trying to press the clutch (or apply more power) to regain grip and steer out of it (not much road left of the curve…) so I decided to slow down as much as possible, which unfortunately meant ditching the car. Oh, I also cut down a telephone pole.

            I can tell you this much: The airbags work. We did not really need them, because the seat belt retensioner works too. My wife was pulled firmly back in her seat and felt it was holding her firmly back. I was already snug in my seat, so I did not notice any discomfort whatsoever. (later I found my shoulder had been hit by one of the panels covering the airbag, so I have a slight tint of blue on my skin)

            “Luckily” I was only 55 km away from a friend I was going to stop over with. So we are ok, but we are still not home.

            But up until that point, yes, the 9-5 is a brilliant long distance car. Just pay a little extra attention when the road goes quiet and the most frequent vehicle type observed are trucks.

            And yes, I feel more than a little bit stupid. But one experience richer, eh?

            PS: That telephone pole? I realized I had hit “something”. It wasn’t until much later that I looked behind the car to figure out what that “something” was. It was a solid pole and I think it damaged my radiator. My front spoiler is completely gone as well.

          • Rune, when something like that happens you really want to be sitting in a Saab. Bruised ego is easy to fix compared to an severe injury or worse.
            A solid wooden telephone pole snapped in half and not more damage, really?!!! (I must have misunderstood)

          • RS, it didn’t snap in half. It looked more as if it was pulled out of the ground.

            We certainly hit something while gliding through the snowfilled ditch. There was a loud thud followed by fluffy airbags in our face. Afterwards was… not silence, but a strange sound as of a jet engine shutting down (airbags deflating?).

            When I opened my door, there were some wires that I had to push aside. I did not offer it any thought at the time, but focused on calling for help.

            It is possible that the telephone pole was already down before our unscheduled exploration, but I definitively hit something that stuck up quite a bit. The wires next to my door belonged to the pole in question.

            Oh… I lost the badge. 🙁 I tried looking through the snow, but it was too cold to look for long.

            I had to drive a rental car today. An Ovlov V50. On rough patches of ice, that thing lets the road steer itself. I do not remember experiencing such a lack of control with any of my Saabs. The Ovlov works well on bare roads though. Heck, even parking at home was a chore. My Saabs all work like snow plows, at least my 9000 and 9-5. The Ovlov OTOH was helpless. Quite a contrast. I guess that is why it sells so well in Sweden: The Swedes enjoy a challenge.

      • There is a similar article at, that makes the point that there’s a difference between sold and manufactured cars, or more precise, between sold to customer and sold to retailers. The article says that it’s picky, but also says that Jan-Åke last time he spoke to GP said that the target 30 000 was deliveries to customers, something Saab missed by a couple of thousand.

        Anyhow, the article ends positive and says that it seems that Saab is on the right track even though it seems to be harder then they have communicated earlier.


        • I read it too and I think he´s wrong, if we were talking about manufactured cars VS retailed cars he´d be right, but we´re not, it´s about whole-sale and retail and if I ran a company I´d do my budget after the sales that give me cash, the wholesale.

      • I read that article as well and when thinking about it – _it_ could had been good to revise the sales number from start, since the factory actually was closed during the first weeks of the year, and the 60.000-number was based on a whole year sales. But then on the other hand, I do not think it was possible to do so right after they had signed the paper to buy the company.

  11. According to a short interview done by Dutch news agency ANP VM repeats the 80,000 sales figure for 2011.

  12. This is what big daily paper SvD writes google translate
    For the struggling Saab is yet another setback in economic activity be exactly encouraging. Many probably do not begrudge Saab a period of peace and quiet so that it can build up the shattered brand and consumer confidence. The fact that under the circumstances you have worked the last two years in general to have succeeded in producing an entirely new and highly competitive 9-5: a, a brand new 9-4 X while refined engines and continues to work on the next 9-3: a is almost mira-kulöst.

    It is against this background that strange, that Saab did the other day, dark actual sales in 2010. To the original sales target of 65 000 cars or even the halves objectives could be achieved realized all, the factory and the company at all alive was good enough in most people’s eyes. If, in the circumstances that prevailed missed sales targets play a smaller role. It is important, just for confidence and brand, to be honest, open and admit mistakes.

    Nils.ollevik @

    • Hi Jörgen,
      it difficult to me to understand Mr. Ollevik’s story with the Googletrans, but after reading your text I still don’t get the point.

      Is he criticizing Saab?
      What does he mean with being honest and admitting mistakes ??
      Why is he talking about the 65k forecast ??
      Because if this is the mistake done by saab, they admitted it a couple of months ago, going down first to 45.000 cars and then to 30.000 cars.

    • Taking the Googletrans at face value, I think it sounds like one of the most arrogant pieces of writing I’ve ever seen.

      “Confess your sins and the market will forgive you”

      Build consumer confidence by paying some sort of media-mandated pennance? Absolutely ridiculous. I’d prefer continuous improvement and better marketing, both of which are happening in Sweden.

      • “Confess your sins and the market will forgive you”

        Why would I, as a consumer/customer, care what sales predictions a given company makes in the beginning of the year? They either have a product that appeals to me, or they do not.

        I do however care about pedals getting stuck, pedals that break when it gets cold or anything that affects the car’s performance. Those issues are highly relevant. But economic forecasts?

        But by “market” he was perhaps referring to investors?

    • I don´t understand what he´s on about, he begins with complementing Saab for their achievements in 2010, but then rants on them for covering up the actual sales, and that this should have happened some days ago. I really don´t know what he´s refering to, I guess he misunderstood something being one of Saabs biggest harassers (spelling?). This was written before global sales data came in, and he writes “everybody knew Saab wouldn´t meet prognoses, even after they cut it in half”.

      So he´s wrong, probably he´ll write again today and ask to be forgiven and straighten this up. (not)

      • You are very right! It looks like mr. Ollevik didn’t know that the sales target was officially revised twice.

        This is just bad uninformed journalism.

  13. Swade, SU needs to reflect all views around the world. It is troublesome when a writer of the paper SvD that is connected to the right conservative politics writes this. Their readers are the ones SAAB would have as customers.
    But on the other hand we need to have a grass-root discussion here on SU on where SAAB is heading.
    We are quite a few here on SU who are very concerned of the present path, You can not have missed seeing that.

    • Jörgen,
      you are right when you say that SU needs to reflect any view on Saab, as long as it is backed with arguments. My problem with that article is that the whole article sounds very positive versus Saab, but on the last paragraph is more like a “slap on your face”.

      I’m still missing the point, but I think it is a cultural problem.

    • Jörgen,

      SU already reflects the views of its readers in comments. I don’t refute many people’s arguments, but when I think a point of view is founded on erroneous beliefs then I’ll say something.

      This site is verging on 100,000 comments and I’ve seen all sorts of stuff come through. When someone visits here for the first time, I want them to leave with a positive impression of both the site and the brand. Wild theories going unchecked is not a recipe for a good impression (though thankfully there aren’t too many wild theorists out there).

      The grassroots discussion that you suggest is already happening.

  14. They set a goal of 50.000 to 60.000 cars (produced and sold, so retail) for this year. The end result is 28.284. And everybody is cheering and claiming that this is a fantastic result? Am i missing something?

    So now the new goal is 80.000 i suppose well open up more champagne when they actually do 42.000 this year?

    • I guess you don’t really belong here, do you? 😉

      But… the first goal was 60.000 cars. The revised goal was 40-45.000 and the last goal was set to 30-35.000. I don’t think anyone is happy with just 32.000 cars being sold, but Saab is alive and the trend is upwards.

  15. I think your missing tons. Saab didn’t expect to have the issues of getting cars to certain markets and such. This is all stuff I’m sure you know because I’ve seen you coment on other posts that cover these and other issues that have come up. In the US for instance, they had a total of about 500 cars in stock on dealer lots and had to refill the inventories. I’ve said many times to many people that you can’t sell from an empty shelf. When dealers started to get cars, they were getting 3 and 4 cars at a time which again gives you an empty shelf. If I have 3 9-3’s in stock and you want a black with roof and all I have is a silver base and 2 red auto’s with roof and nav are you going to pay the extra to buy my red one because it’s all I have??? I think not, I can order you one though and you wait for 3 months (which some people have done) and if you ordered one in October, you may be receiving it in January or February and those numbers don’t count until it’s been registered. To sit on the sidelines and just complain or to down play what has been achieved in a very short period of time is just counter productive, short sighted and comes accross as uninformed. Don’t lose sight of the goal and I truely believe all these numbers are atainable, especially now that a lot of kinks have been worked out.

  16. I think that Q4 sales are very good for a company that still apparently needs to get the message across that they are still alive! I can only say that sales in many markets are far too low so the potential for significant growth is definately still there.

  17. What do you guys think of the difference between retail and wholesale numbers? As long as I can remember Saab always reported (only) the retail numbers. And also other car companies only report retail numbers.

    I find the wholesale numbers a bit confusing. And I can understand that some Swedish media are a bit ‘sceptic’ about the numbers Saab presented.

    • I do agree it’s a bit fuzzy, and if I dare to say this here: Saab is in a situation where they need to do more. And then the wholesale number is higher than the retail sale number, so then they focus on that. The day they reach the target with retail sale I bet they will stop using the wholesale number.
      I have no idea how other car producers are doing.

      • I did a quick seach and all the numbers I could find were retail sales. I couldn’t find any wholesale numbers.

        This causes a lot of confusion…. (See also articles in the Swedish media)

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