What they said when the Saab 9-3 was new… (Jul 18 2002)
AS General Motors' prestige brand in Europe, Saab has been given the responsibility of delivering big-time in the executive sector.
And it hopes to do just that with the forthcoming Saab 9-3 Sport which is targeted directly at the likes of the Audi A4 and BMW 3 Series.
The latest 9-3 replaces a model which can trace its origins to the old 96 of the 1970s but which really came into its own about ten years ago and evolved, thanks to the Vauxhall/ Opel Vectra, following the General Motors take-over five years ago.
The current 9-3 series sells as saloon or hatchback alongside a convertible which is the best selling open topped four-seater on the UK market.
But when the new Saab 9-3 hits showrooms on September 1 it will be available only as a saloon. There are no plans for a hatchback but a five-door touring derivative and convertible will eventually follow.
In the UK this year, Saab expect to sell about 18,200 cars, including over 3,000 9-3 models. By 2005 Saab UK says it will be aiming for 28,000 registrations and 23,500 will be the 9-3 series.
Internationally, Saab predicts sales to soar from 136,000 this year to 230,000 in three years. That's a tall order in a market which is barely moving and Saab and its dealers will have their work cut out.
They may not be helped by the decision to design the 9-3 as a saloon, although 60pc of premium sector sales are taken by saloons. Saab UK executives admit that about 20pc of existing customers would not want the new saloon and needed a hatchback.
So Saab knows that if the new model is to succeed it will be through conquest sales accomplished on two fronts.
It wants to woo drivers from models like the Mondeo and Vectra in the class below the 9-3 and those who currently run an Audi A4 or BMW 3 Series.
Saab will be selling the new 9-3 on the virtues of power and package-per-pound. The strong power outputs of its turbocharged engines will be matched to good equipment levels, delivered in a range running from £18,495 to £22,895.
It will be sold in three trim levels - Saab calls them 'Forms' - with the Aero coming next January. Touring and convertibles will follow. There will be a choice of three two litre petrol engines giving 150, 175 or 210 bhp plus a 125bhp 2.2 litre Turbo-diesel. Gearbox choice will extend to five and six speed manual or a five-speed Sentronic sequential automatic.
Driver aids include passive rear wheel steering, independent suspension, electronic stability programme, brake assistance and traction control.
Saab is also pinning its ambitions on reduced ownership costs with improved insurance groupings, extended service intervals and, the company believes, enhanced residual values.
The inclusion of a diesel at launch will also build on the current move to compression ignition and lower taxation costs.
Existing Saab 9-3 owners will find the new version bigger inside and out, with greater comfort and exceptional refinement. The new model retains the driver-friendly controls but has improved chassis responses and builds on the safety orientated features for which Saab is renowned.
I tried both manual and automatic versions with the 175bhp engine and preferred the latter as opposed to the rubbery feel of the manual. Ride quality was very smooth but once or twice I detected some twitching at the front end.
My run in the 210bhp Aero with its sequential automatic transmission was much firmer and faster and this really is the cream of the crop. But before it goes on UK sale the wheel-mounted gear change switches will be modified for a better ergonomic design.
The new Saab 9-3 is a real leap forward for the marque but whether that will be out of the frying pan and into the fire remains to be seen.
Analysis of Saab sales shows it does particularly well among the better educated, self-motivated, stronger individuals and the professions are littered with Saab owners. The owner profile tracks that of those who buy the dearer Ikea products, so the two lines sell on style and individuality.
Saab really believes it can succeed with the less is more" philosophy.
Words: Robin Roberts
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