In an announcement that surprised no one, Spyker has declared that new acquisition Saab will be a niche player in the automotive market. Spyker’s plans, previously developed by Saab’s management team, will be to reposition the marque as an environmentally friendly, performance oriented brand. The company will focus production on three or four model lines based around the 9-3, 9-5 and 9-4. The 9-1, a compact hatchback designed to compete withe the Mini Cooper and Audi A1, has not officially been killed. Though not in the current business plan, the 9-1 would give Saab product in the entry level luxury performance segment.
I see this as good news. Saab has always had a strong cult following, with a reputation built on quirky but stout cars. GM nearly killed the brand in their attempt broaden its appeal. Saabs, like lutefisk, are an acquired taste and there are reasons why McDonalds doesn’t offer the ‘McLutefisk with Cheese’ on their menu. In keeping the brand small but targeted, Spyker will likely ensure it’s long term success.
Source: Motor Authority