Here’s Why GM’s Reinvention of Saab Didn’t Work

Saab was one of the most unique and beloved automakers in the world before it vanished during the global economic recession.

Auto Cheat Sheet brings us  a broad analysis what really went wrong in Saab case, in post “Here’s Why GM’s Reinvention of Saab Didn’t Work“.


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While a revived and successful Saab is an enticing fantasy for any car enthusiast, the possibility of Saab returning to the marketplace as a competitive builder of mass-produced cars dwindles each time the moribund brand is dragged through court. The GM-Saab agreement is a high-profile example of an established small company losing its brand identity within an indifferent corporate structure. GM’s mismanagement of Saab is also emblematic of the internal turmoil within the corporation in the 20 years leading to its bankruptcy. Its mishandling of engineering resources and refusal to react to changes in the marketplace led to the overall decline of its products and eventually brought it to the brink of collapse. For decades, Saab was the strange, fun-to-drive alternative to the mass-produced cars. After 20 years of mismanagement, and another five of protracted court battles, it may be time to let Saab rest in peace.

Goran Aničić
the authorGoran Aničić
For over 10 years, Goran Aničić has been passionately focused on Saab automobiles and everything related to them. His initial encounter with Saab cars took place back in 2003 when the first Saab 9-3 and sedan version were introduced. At that moment, he was captivated by the car's Scandinavian design logic and top-notch engineering, and everything that followed stemmed from that first encounter. Later on, through his work at the editorial team of the Serbian automotive magazines "Autostart" and later "AutoBild," he had the opportunity to engage more closely with Saab vehicles. In 2008, he tested the latest Saab cars of that time, such as the Saab 9-3 TTiD Aero and Saab 9-3 Turbo X. In 2010, as the sole blogger from the region, he participated in the Saab 9-5ng presentation in Trollhättan, Sweden. Alongside journalists from around the world, he got a firsthand experience of the pinnacle of technological offerings from Saab at that time. Currently, Goran owns two Saabs: a 2008 Saab 9-3 Vector Sportcombi with a manual transmission, and a Saab 9-3 Aero Griffin Sport Sedan from the last generation, which rolled off the production line in Trollhättan in December 2011.

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