Adrian Hallmark on Saab in Latin America (and elsewhere)

E24 have followed up on the story about Saab expanding into Latin America, speaking to Adrian Hallmark today and getting some more details.

Following is a Googletrans of the original story, which can be found here, in Swedish.


Why are you establishing a company in Latin America?

– Latin America is one of the world’s largest car markets and we are not there, we see a future for biofuel in Brazil, “says Adrian Hallmark.

– The car market in Latin America has a climate suitable for a premium brand like Saab, we see great opportunities to grow.

He says that the market in Latin America is polarized, with both very cheap cars in large volumes and bigger and more expensive cars in low volumes.

– It makes it a very interesting market for us. We want to beat us into a more expensive brand and compete with BMW, “says Adrian Hallmark.

Which countries are interesting?

– Brazil is our first choice but Argentina is on our list of interesting markets and we plan to re-establish ourselves in Chile and Mexico in the long run, “he says.

What is the timetable for setting out?

– We hope to have found our dealers before the year is over and then we can get started with sales in the first half of next year, “says Adrian Hallmark, who believes that sustainability is the key to good performance in the new markets.

– We are not looking for overnight success, we want to build from scratch and it will probably take us two years to achieve decent volumes. But we want to start now and find good partners as soon as possible.

Are you looking to other countries aside from Latin America?

– We also look at Russia, China and India. We have just re-introduced ourselves in Japan, and want to re-establish ourselves in Australia.

– This year we plan to invest in Russia and China, next year we will take on India, “says Adrian Hallmark.

General Motors distributed Saab cars in 23 countries around the world. But Adrian Hallmark says that GM was not fully focused on the Saab and sales were, in many cases, modest.

– Look at Australia for example, we know that there is potential for many more Saab sales than the rather mediocre market we had before, “says Adrian Hallmark.

– GM also tried launching Saab in Russia, with neither major investments or strategies. Now we can do it on your own and we can do it properly. We ship to which a project team that will lead to the establishment at some point next week, says the former Volkswagen director, who was recruited by Saab earlier this year.

Even in Russia, Saab plans to start setting up care and have a long term plan.

– It is important to think long term if you want to enter these markets and we do. We will attack them systematically over the coming years so that we can get them on their feet, “says Adrian Hallmark.

Saab seeking setup in South America

I know from comments that there was a story about Saab going in to Latin America, from the local Trollhattan news service, TTELA.

I also spotted this news release online today, though I can’t actually see it at Saab’s media website.


Saab Automobile Seeking Importer for Argentine Market

TROLLHATTAN, Sweden, Aug. 11 /NEWS.GNOM.ES/ — Saab Automobile is seeking to appoint an importer to supply the Argentine market as it continues to move forward as an independent car manufacturer.

With the newly-launched Saab 9-5 sedan spearheading the biggest new product offensive in the company’s history — including the imminent arrival of the Saab 9-4X crossover and 9-5 wagon — the Swedish premium carmaker is now inviting applications for a business partner to represent the brand in Argentina.

The role includes the importation and distribution of Saab cars and parts, the establishment of a national retail network and marketing support.

Saab is already represented in 53 countries around the world and the Argentine appointment, to be made within the next three months, is part of a major expansion program in the South America region.

“These are exciting times for the Saab franchise as we continue to restructure our international operations,” said Adrian Hallmark, Saab Automobile’s Executive Director of Sales. “We are now seeking a long-term business partner with knowledge of the automotive market in Argentina. They must share our entrepreneurial approach to business and demonstrate a total commitment to customer service.”

As a first step in the recruitment process, Saab has engaged the services of the consultancy firm API LLC, based in the United States, who will begin evaluating potential candidates for an exclusive Saab distribution contract. Initial expressions of interest should be directed to [email protected] marked for the attention of Mr. Matthias Seidl.

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