The project dates from 2013 and was presented in early 2014. The philosophy was to present a brand strategy (branding) for Saab to restart studying the market, customers and of course highlighting the tradition of Saab design.
Of course, this was their vision of the future SAAB. The project was realised by a team composed of Benoît Viguier, Jérémy Floc’h (both in fifth year), Jean-Pierre Hu, fifth year digital designer, David Ribeiro, Third year digital designer, Antoine Vandekerckhove and Pierre-Hugues Vallin, both in third year of design studies.
The project involved the development of a portfolio of three models: the core target with the “9-3“, an SUV called “9X” and a chic city car called “9-1“.
After the final act of Saab history, their project concisted to offer to Saab a new strategy and continue its history for some years. Unfortunately, the Saab car brand does not exist anymore, but there is NEVS who tried to follow the tradition of SAAB.
Their goal concist to first continue in the Saab Sedan tradition, creating the future Saab 9-3, keeping the brand legacy from the Saab 900 atypical style, to seduce again the traditional Saab customers. As you can see, in terms of design, this project is very similar to the Jason Castriota sketches. In terms of design – similar, but not the same…
The legacy of the Saab 900 with codes and contemporary automotive design but maintaining a strong identity – a magnificent job, a beautiful interpretation of Saab design, thank you for this beautiful project to study a hypothetical future Saab, but there is still a “but“?