Saab – Changing Trends in Electric Auto Market, but they can’t use the brand name!
After the unfortunate collapse of the Swedish auto maker Saab, many believed the iconic brand would be able to rise like a phoenix from the ashes. A consortium, National Electric Vehicles Sweden (NEVS)purchased the assets of Saab in 2012, and went about creating an electric powered vehicle based on the Saab 9-3 chassis and design.
NEVS is an Investment group which is run by renewable energy power-plant builder National Modern Energy Holdings, and owned by Kai Johan Jiang. In 2014, they failed to meet their production targets and were forced to negotiate protection from their creditors. This in effect placed the right to use the Saab brand in jeopardy under the terms of the agreement, when they secured the assets.
The Saab brand name and the famous Griffin logo are still owned by the aircraft manufacturer Saab AB, who have confirmed reports that NEVS right to use the name had been revoked at the time of creditor protection. Despite attempts by NEVS to renegotiate, it appears the Saab name will not be associated in the new auto market and there are no planned further discussions.
NEVS has recently secured two major orders to supply the Saab 9-3 based electric car to clients in China. The first substantial order is for 150,000 cars to be delivered by the end of 2020, a deal worth in excess of $10 billion. The second order is to deliver some 20,000 9-3 sedans to the China Volant Industry, with the first scheduled delivery in 2017.
The cars are currently manufactured at the former Saab facility in Sweden, but on the back of these substantial orders, NEVS announced that it is planning to build a new factory, to be completed by 2020. On announcing these orders it would appear the future of Saab cars is promising, but it will be sold under a new brand name and logo.
So what does this really all mean? In effect it means the challenge to revitalize an iconic brand name will falter and its history and association with the auto industry will fade. It is a shame as the quality and craftsmanship of the Saab, along with its clever engine technology brought many a smile to motoring enthusiasts. It would appear, unless the Griffin turns into a Phoenix, that the Saab 9-3 will be driving around China with a new name, logo and power plant…not quite the same as the turbocharged models we are all used to!
There are plenty of quality Saabs still driving on the roads these days. The claim to performance and reliability still hold true today. It is possible to still maintain your Saab today, with parts available and service agents who will keep your iconic auto on the road.
To appreciate this iconic auto, you need to sit in one and feel its body hugging seats, instant power at the wheels, and the interesting ignition location. An amazing driving experience, why not see if there is an original 9-3 locally and take one it for a spin today!
