12 August 2020

Saab Euro Sales (By Model) : 2000-2015


The first Saab car was released in 1949 by Saab AB, an aerospace company. That was the 92, an aerodynamic shaped car as you would expect from a brand run by an aircraft company. We all know that Saab is no more but while it was around, Europe and North America were its main markets.

GM took a 50% share of the company in 1989 and in the year 2000 decided to take the remaining percentage. The data below starts form that point. How did things go under GM's control?

2000-04. Two models were the staple of the company, a medium sized 900 that became the 9-3 and the larger 9000 / 9-5. Both sold reasonably well through this period, with its home market Sweden taking a third of European sales. However, a range of just two cars is too limited in today's world.

Model / Year 2004 2003 2002 2001 2000
9-3 / 900 52,378 44,177 37,462 40,159 44,317
9-5 / 9000 28,743 29,885 35,179 34,179 35,511
Others 37 36 29 31 30
Total 81,158 74,098 72,670 74,369 79,858

2005-09. To widen the range, the 9-7 SUV was introduced and sold in some European markets but in minimal numbers. A 9-2 model (Subaru Impreza) was sold in North America. Neither were successful and GM decided to rid itself of Saab. The sales figures for the 9-7 from 2008 to 2020 are estimates on my part.

Model / Year 2009 2008 2007 2006 2005
9-3 21,385 52,135 64,343 63,160 58,400
9-5 5,097 12,576 19,234 26,066 23,144
9-7 70 135 244 513 2
Others 77 6 5 16 18
Total 26,559 64,852 83,826 89,755 81,564

2010-14. A Netherlands based company (Spyker) bought Saab but about a year later financial problems brought production to a halt. Efforts since to revive the brand in Europe have come to nothing. The NEVs brand was used briefly.

Model / Year 2014 2013 2012 2011 2010
9-3 272 78 1,109 10,137 15,793
9-5
45 319 3,244 5,605
9-7



60
Others 0 23 0 0 5
Total 272 146 1,428 13,381 21,463

2015. Just 137 NEVs were sold. Looking back on the company, I'm not sure why GM bought Saab and what it expected from the brand. Saab needed plenty of money to expand its range and also ensure it retained its unique character. Badge-engineering models is cost effective but needs to be done carefully. It was not handled well at all.

I would be interested in what others have to add to this subject. Please leave a comment below.

Picture source: Netcarshow.

For others in the series, please click on the brand name below.

Alfa Romeo - DR Motors - Fiat Part 1 - Honda - Hyundai Part 1 -
Infiniti - Jaguar - Kia - Lancia - Land Rover - Mazda -
Mitsubishi - Nissan - Opel/Vauxhall - Peugeot Part 1 -
Renault Part 1 - SEAT - Škoda - Subaru - Volvo

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