gm now says yes to saabness

06/22/2005 11:44:00 AM
In February, Influx wrote about the worrying trend we saw for Saab under GMs ownership.

Increasingly the brand seemed to be borrowing design and engineering from other members of its GM family; most notably Subaru and Chevrolet, rather than innovating on its own behalf. These developments signaled a real danger that the unique Saabness of the brand could disappear completely.

However, GM appear to have listened to the legions of Saab fans and are ready to establish a Saab Brand Center in Sweden. This will serve as the epicenter of the Saab brand and have responsibility for engineering, design and marketing.

According to Bryan Nesbitt, Executive Director, GM Design Europe.

"From a designer's perspective, Saab has such a rich history to build upon. Therefore, we plan to ensure that future Saabs maintain this DNA, accentuating their aircraft heritage and the Scandinavian design aesthetics that have helped Saab challenge the mainstream for nearly 60 years."

GM now appears to appreciate the uniqueness of Saab and believes that there is value in keeping this alive, even if it only fills a small niche in the marketplace.

The citizens of Seattle and Minneapolis can now sleep easy.
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