Scandinavian Design Simplicity Has Never Looked This Good

The ‘words’ in the new vocabulary come from Saab’s award-winning Aero X concept car, revealed in 2006 as a signpost to the future of Saab design. Its bold front-end styling, ‘wraparound’ window graphic, clean body surfacing and ice-block lighting themes are key visual elements now translated into the powerful form of the new 9-5 Sedan. They reflect a brand inspired by Scandinavian design and a unique aircraft heritage.

“We pushed out the boundaries of Saab design with the Aero X concept,” says Simon, “and the new 9-5 shows how we are bringing this more assertive look to our products. It is the first step in a new era for Saab design.”

The ‘organic sculpture’ of the low-slung body blends clean convex and concave surfaces with natural, curvaceous forms. Seeming shaped by the wind, the bodywork has a smooth, fuselage-like quality inspired by Saab’s aircraft heritage. Fenders stretched to the outer edges of the wheels, 17 to 19-inches in size, energize the looks of the car and add to its dynamic, purposeful stance.

In Scandinavian tradition, the visual impact of the design is heightened by an absence of exterior trim or stylized detailing. All individual elements contribute to the appearance of the design as whole, without providing visual distraction or ‘clutter’. “With Scandinavian design, we are seeking to simplify forms,” says Simon. “Things don’t have to be complicated to be interesting. In visual terms, less is more.”

Such ‘passive’ design detail can be seen in the door mirrors. “The mirror casings are black, rather than body colored, because the mirror unit occupies the same visual space as the windows,” explains Simon. “We didn’t want any interruption to the wraparound window graphic which makes such a bold statement.”

Saab brand design cues can be seen in the ‘hockey stick’ belt-line, underlined by a simple matt aluminum trim, leading into the strong rear C-pillars.

The car’s dynamic character is underlined by a falling roof-line and those strong, sweeping rear pillars which buttress a slightly recessed rear screen. The flow of the roof and pillars culminates in a smooth, flat rear deck with an integrated spoiler in the trailing edge. A full-width ice-block rear light bar, echoing the front light theme, adds to the new 9-5’s Scandinavian character.

Saab’s design heritage is evident from that rear screen, a counterpoint to wraparound windshield at the front. “We have inverted the shape of the rear screen of the classic 900 sedan,” explains Simon. “In fact, we’ve probably been even bolder with the design at the back than the front. We haven’t had a consistent Saab identity in this area before. You can expect to see the light bar, and the way the rear lights wrap into it, as a signature feature in future products.”

Viewed from any angle, the all new 9-5 has a distinctive character. “We deliberately wanted to avoid the cliché of the coupé look for sedans. We’ve stretched the traditional three-box sedan proportions but kept a defined trunk line – this is a sports sedan which makes a powerful visual statement. It doesn’t need to look like a coupé or a hatchback.”

The sleek shape also contributes to excellent aerodynamic properties. An impressive 0.28 Cd (coefficient of drag) contributes to reduced fuel consumption and low wind noise. Good high speed stability is also ensured by near zero lift forces at the front axle and the achievement of negative, downforce values at the rear, assisted by airflow from the slightly concave surface of the trunk lid. The rear light moldings are also shaped with small side ‘spoilers’ to further improve rear stability.

Top-of-the-line Aero variants are visually distinguished by unique front and rear bumper moldings, 19-inch ‘turbine’ alloy wheels, front fog lamps, a lowered sport chassis, bi-xenon headlamps and twin exhaust tailpipes integrated into the rear bumper fascia.   

Driver Focused
The new 9-5’s spacious cabin is characterized by simple forms that echo the clean lines of the exterior. The choice of materials, the fit and finish and the tactile quality of the controls all reflect the new 9-5’s premium appeal.

A wheelbase longer than that of its predecessor has enabled a substantial 58 mm increase in rear legroom, which exceeds that offered by all main competitors. Front legroom is also up by 11 mm.

The driver-focused cockpit is traditional Saab, while its execution is all new. A deep center console sweeps up around the driver into the main instrument display. It is a new expression of Saab’s signature cockpit layout, first introduced on the Saab 9000 model and continued with the current 9-5. The console is now inclined at a much shallower angle, improving driver ergonomics in the operation of its functions and in viewing the display screen.

Simplicity of form is evident from a ventilation zone, with signature Saab ‘joystick’ controls, which extends across the top of the main instrument display. “This helps clean up the look of the front fascia area,” explains Simon. “We have eliminated separate vents in the center and on the driver’s side, which would break up the fluid, integrated forms we wanted.”

The deeply recessed main dials include a driver-selectable, rolling ‘altimeter’ speed read-out, a reference to Saab’s aviation heritage from the Aero X concept. The needles of the dials, the main display screen and the optional HUD in the windshield, are all illuminated in signature Saab green. The 'Night Panel' button, another unique Saab feature, allows the driver to minimize distraction during night driving by switching off all the main instrument illumination, except the speedometer.

In Saab tradition, the car’s ignition – now a start/stop button – remains between the front seats, next to the gear shift and an electric park brake, which is fitted as standard for all variants. The matt aluminum trim surrounding the gear shift and start/stop button has an ‘organic’ shape with a varying width and thickness to match the curvature of the surface. “This is in harmony with ‘free form’ that we’ve applied to the exterior,” says Simon. “It’s a detail that looks very natural, adding to the crafted, quality appeal of the cabin.”

Another subtle detail are the small channels in the center stack fascia that link the main infotainment and climate controls. They resemble the shape of Leonardo da Vinci’s Vitruvian Man, a hint at the combination of human design and scientific precision deployed in the layout of the cabin. It’s part of the logical, zonal groupings used for the location of the car’s interior, chassis and lighting controls.

The removal of a mechanical handbrake linkage frees up space for a large, two compartment center console, with twin cup-holders and the potential to connect several portable devices through USB and AUX connections alongside a 12V power outlet. A useful pull-out storage drawer next to the driver’s door is big enough to take a number of personal items, such as a wallet, PDA and glasses.

The rear of the cabin provides comfortable accommodation for three adults. Apart from more leg room, it now offers the option of rear seat entertainment via fold-out screens in the front seatbacks and separate rear climate control. The 60/40 split, folding seatback includes an arm-rest with twin cup-holders, a storage compartment and a load-through ‘ski hatch’.

The trunk features convenient bag holder hooks on each side, an umbrella holder and a storage compartment in each sidewall. The optional, U-shaped track in the floor carries a telescopic cargo divider which can keep a wide range of different sized items in place.

Interior Decor and Equipment
Linear, Vector and Aero variants are each distinguished by a unique cabin ambience, including decor trim applied to the main instrument panel, center console and behind the door grab handles.

In Linear specification, the upper/lower instrument panel, door cappings and decor trim are in Jet Black, with a choice of Jet Black or Parchment fabric seat upholstery, complemented by door inserts and armrests in a light or dark color.

Vector adds a choice of Shark Grey with Jet Black, or Dark Cocoa with Parchment for the instrument panel and doors, and the decor trim has a brushed metal look. The seats are upholstered with leather bolsters and fabric inserts in Jet Black, Parchment or Shark Grey.

Top-of-the-line Aero adds a sporty, all-leather interior. The front fascia and door trims are in Jet Black with dark, bushed metal, titanium-like decor trim. The sculptured, perforated leather sports seats are offered in the same colors as Vector.

Standard equipment for Linear includes: a keyless start/stop button, electric park brake, six-way adjustable driver and four-way adjustable passenger seat, dual zone climate control, a nine speaker audio system with an AUX socket, a leather steering wheel and a text information display

Vector adds front seat squab storage pouches, steering wheel audio and cruise controls, an adjustable front arm-rest, cruise control, ambient interior lighting, a USB connection and a graphic information display.

Aero adds powered and heated front seats, with an extending under-thigh support. The interior is further distinguished by a full color information display,  an ‘Aero’ embossed, flat-bottomed sports steering wheel and sports aluminum foot pedals.

Q&A with Mike Colleran, President of Saab Cars North America

What are you working on right now?

Colleran: Dealers have been assigned to the company. Now we've got to get them product. The second step is to finalize our relationship with GMAC and re-introduce leasing. If you look back historically at the sales loss back to August of 2008, probably 60% of the sales loss is directly attributable to just not having a lease available. This segment, European luxury, penetrates very deeply on leasing as a retail tool. Saab dealers have not had that available, nor have Saab customers, in a year and a half now. High, high priority on getting a lease in place.

A second priority is establishing Saab as a European brand, a Swedish brand, in the market, or should I say re-establishing Saab as a European brand. We've transitioned to the global the tag line, "Move Your Mind" which is now out on the website and in the mail campaigns which definitely ties us back to our parent company and our roots.

What's changed now that you are independent?

Colleran: One, Saab now has the freedom to express itself as an import brand and as a Scandinavian brand. Looking back into our past there were a lot of ties into the General Motors advertising efforts. Along the way, Saab, probably more accidently than purposely, became more identified as a domestic brand. We don't have to do that anymore. We are free to express ourselves as we would like to.

Another thing being independent allows us to do: we are free to offer retail tools that are built more for Saab and the European luxury segment than for the volume portions of the market. You probably won't see us involved with the traditional General Motors events that Saab was participating in. You saw those many times. There would be six or seven divisions across the bottom, it would be a "Red Tag Sale" or a "Hot Button" or something like that. It worked well for General Motors, quite frankly, but it made Saab appear more domestic and, too, it didn't really address the Saab customer's specific needs. So, we can be more targeted in messaging and retail offers.

What are you doing to support our fellow Saab enthusiasts in Canada?

Colleran: Absolutely it is our intent to re-enter Canada. Canada is an extremely important North American market. It is definitely a part of Saab Cars North America charter to get back into Canada. As you know, the warranties are all being covered by GM of Canada, so the customers that purchased Saabs still have their warranties being honored at various General Motors stores across Canada. It is our intent to try and get into Canada in the near future. I don't have a date for you yet, but I would describe it as sooner rather than later. We may have an announcement in the near future, but I'm not ready to announce anything yet.

Are you planning to support Canadian operations with an independent dealer network or will you partner with an existing automotive distributor?

Colleran: We will use an independent import model, and I don't have a comment yet on the dealer network. I think it's premature to do that. Until we announce the timing and who that [import] partner might be, I think it's premature to talk dealers, but we'll be ready to do that after an announcement of intent.

What else do you feel will change in how you sell and service Saabs in the US?

Colleran: We'll be able to focus more on our customers. Don't have a lot of definition around how we're going to do that, but I think that we'll be able to address our customers in a more direct and open fashion. Essentially, what I'm saying is that in the beginning we are going to focus on those customers that have been with us. We're going to be somewhat loyalty-focused. Maybe with additional loyalty offers. In fact, yesterday we did just that -- we offered an additional loyalty bonus to those customers that have been with us.

It's been published that the stocks of Saabs are right around 500 in the US. When do you think that more cars will be available?

Colleran: First of all, the 500 number is a little low. We do have a shortage of inventory, no question about it. We build ten models and some of those vehicles are being shipped as we speak. Others will be loaded over the next week to ten days and we will start seeing tens of cars arrive in the mid-March timeframe. Regular ordering has started, and we know that we have pent-up demand for several thousand. Orders will be pumped over to Sweden over the next month or so and more beyond that as the pipeline starts to fill.

In the past, Saab has had one of the best European delivery programs available. Do you have any plans to reinstate it? Perhaps 2011?

Colleran: I'd like to re-start the program; customers loved it. It was a very difficult program to manage for us, so it's not my first priority to bring it back as we try to work those priorities that I gave you earlier, but it is on our radar screen to examine and potentially bring back if it makes sense.

There has been a lot of ink spilled on the 9-5, but for the North American market, I want to focus a little on the 9-4x which I think is a great product to build volume here. When do you expect the first units to be available and are you going to continue the same advertising partners associated with it (e.g. Salomon) without GM's involvement?

Colleran: The 9-4x is a HUGE win for us. The 9-5, don't get me wrong, is a very important car for us in a segment that we've really not been in for a while, but the 9-4x is a huge volume opportunity for the US Saab dealers. I think that they're all very excited about it. We'll start to see cars in early calendar 2011; that's the plan.

As far as advertising partners, it's still premature. We still have to develop a strategy. The US will be in the lead for development for 9-4x strategy because the US market will be the largest piece of the volume. We're going to start that strategy in the not too distant months, so it's just too early to say who our partners will be.

When will the first 9-5's be available?

Colleran: Early summer. As you know, we're showing it at all of the shows right now, and production should be starting soon [for export].

Victor Muller has spoken a lot about a "small car". Americans have not historically embraced small cars. Is now the time? Will this vehicle sell here when introduced three or four years hence?

Colleran: Yes, I think that clearly the American consumer is starting to change. Their needs are starting to change (to some degree), and the fuel conversation is driving the American consumer to make different choices. I think smaller cars are one of those choices. I think we've already seen some success stories out there on small cars. Not all of them have been success stories, but some have been. I think of Mini. They brought to market a model that works, and I think it can be done. I think as American tastes change and needs change there will be more and more volume.

What are your plans for tuning options in North America? Could we see Hirsch on this continent? (The Steven Wade Memorial question.)

Colleran: We really haven't discussed that. Anything's a possibility. I love the thought of getting into partnerships and different accessories for Saabs. At this point we are really focusing on the three or four key things that we've talked about already. Let's get the basic building blocks in place. Let's hang the ornaments on the tree once we've got it up.

There has been a display of grass-roots support for Saab. Can you use that in your marketing and sales efforts here in North America?

Colleran: Clearly we can. It's more of a loyalty play here in the us than in Europe. There the plant is closer; it's on their own soil: the plant, the engineering and the facilities. So while the "Save Saab" movement has been very strong here in the US and we've seen the "Save Saab" movement in every city, it's more directly related to people that know us as customers. It's a little bit different here than there, but can we tap into it? Absolutely. I think that our first steps have been around the loyalty offer, updating the website and making sure that the consumer letter is in people's hands. Frankly the website and our digital efforts will really focus on that core group of people that helped save Saab here in the US.

How are you going to speak to those customers?

Colleran: I think there's a bit of a growing process here in the US. As the volume starts to come up, it allows us to do certain things. As I said earlier, we're going to focus on the loyal customer early on. You can get to that customer and talk to them very effectively through direct mail and digital work, but certainly we're already expanding that, re-buying the search terms that we had, making sure that we've got in-market digital placement as well, so that's the early step. Next steps after that we turn to newsprint and then ultimately I think that there's some opportunity in the US, especially in the US, to widen the audience through newsprint and targeted television. Television is probably more down the road as we grow the business.

Is there anything you would like to add?

Colleran: Saab Cars North America team that we've had to rebuild from scratch has a ton of experience. We've brought back a lot of people with deep Saab roots in sales and service and some new people from outside like Michelle that are new to Saab but have deep automotive experience bring some cross-pollination to the team and we're just really excited to get started again because we love this brand.