7 February 2011
When was the last time you saw a SAAB television commercial in New Zealand? How about a billboard? Magazine advert?
Don't worry, we can't remember either.
Describing the brand's marketing efforts here in recent years as 'subdued', would be as much of an understatement as to call their 55 units sold last year, 'modest' market share.
Granted, the sometimes quirky Swedish carmaker has always been a bit of a niche brand, but there must be a reason sales have fallen to less than half SAAB experienced in 2001 (source: LTNZ). It's certainly not the car's fault, the sturdy build quality and strong turbo performance from the marque rarely disappoints
General Motors took full ownership of SAAB in 2000; and in this part of the world SAAB's operations have been integrated with Holden Australia since January 2005, though cliental will notice no perceivable changes to SAAB's dealer network
Holden New Zealand suggest initial teething issues with the merger are to blame for the lack of SAAB's presence in the market place, but are hoping to change that with the help of a new marketing strategy (you might even see a T.V commercial), sharper pricing and the introduction of a revised 9-3 range, including a new 9-3 Sport-Combi wagon.
SAAB may have dropped off the Radar for a while, but as a brief look over the Sport Combi confirmed, the Scandinavian quality and styling SAAB is renowned for hasn't waned.
Up front the Combi looks predictably similar to the rest of the 9-3 range, but with a steeply raked rear tailgate with a discreet spoiler (Aero only) and bordered by attractive frosted tail lamps the posterior looks sleeker and athletic.
Athletic themes are continued through the vehicle's side profile. A tapered window line and a forward angled rear quarter creates what SAAB like to call a 'Hockey stick' D pillar, turn your head to the right angle and you'd swear you were looking at Nike's Swoosh!
The Sport Combi comes in two levels of specification, the entry level 'Linear' and top spec Aero. While the Linear misses out on the stonking 184 kW 2.8 litre V6 turbo powerplant found in the Aero, it should still offer plenty of performance for most with 110kW produced from its 2.0 turbocharged four cylinder.
A $29,000 price gap between the two, in our opinion makes the Linear the smarter option; especially considering the high level of standard kit the base Combi comes with.
Leather upholstery, heated front seats, rain sensing wipers and split level climate control are all standard fitment. Important safety features such as adaptive dual stage front airbags, side and curtain airbags, active headrests, cornering brake control (CBC), brake assist, ABS and electronic stability programme (ESP) are also non cost items.
The Aero does include, aside from the more potent power unit and subsequent 3.3 second faster 0-100km sprint; sportier bolstered seating with electric adjustment, 17 inch alloys over the Linear's 16 inchers, a sports chassis pack, colour coded body kit with front fog lights, sports steering wheel, prestige audio system with 6 disc CD changer and 10-inch subwoofer, entry-exit lighting and an upgraded and ESP system, specially tuned for 'active driving'.
Though a sport option pack for the Linear adds the sports chassis, 17 inch alloys and much of the cosmetic and convenience features of the Aero for a mere $4000.
Luggage space is a generous 1273 litres with the seats folded flat, and free from intrusive strut towers thanks to a compact rear suspension design. Pulling an aluminium handle shaped like an aeroplane, homage to the company's aeronautical heritage, accesses a twin floor stowage facility.
Obviously getting punters into the showrooms and test driving SAAB's latest offerings will be key to the brand's future growth here, but Holden are confident Kiwis like the product and suggest the fact used imported SAABs outsell new ones five to one is proof of that.
Of course there is a rather substantial price variance between the average imported SAAB and buying new, so to further sweeten the pot Holden has re-aligned the 9-3's pricing to start at a sub $50,000 price point for the entry level 9-3 Linear sport sedan.
The Sport Combi Linear wagon is available with a five speed manual gearbox for $54,900; an Aisen six-speed auto with SAAB's 'Sensonic' manual override adds $3100. The sportier Aero seems priced more for the enthusiast at $83,900 in six-speed manual and $87,000 for the auto.
Still a saving over its German rivals, but the fatigued marketing of the brand in recent years, and no diesel offerings will mean SAAB will need to push hard to regain the sales figures they've enjoyed in the past.