 |
| Would a Saab branded GMC Envoy really improve the brand's fortunes or alternatively would it dilute GM's already stretched badge engineering program? The larger than midsize SUV is already sold under Buick, Chevy, Isuzu and of course GMC brands - Oldsmobile's version will be phazed out in 2004. A Saab based on Cadillac's new SRX SUV (shown) seems a more suitable candidate. (Photo: Cadillac) |
Wagoner said that it's Saab's long-term thinking that would have the most impact on the struggling brand's future. A lot has to do with current economic trends. "Saab is being punished by currency exchanges," Wagoner commented. In short, he stated that it is not economically beneficial to build cars in one currency and sell them in another country; "that needs to be worked on, and we have some pretty clear ideas on how to do that."
Some potential solutions represent themselves if Saab could change its product philosophy. In turn, the products produced may not be suitable for all its markets, but GM would assemble Saab's in the US to accommodate the tastes of American showrooms. "There is this idea of maybe having specific Saab products that are sold only in North America, others that are sold only in Europe," Wagoner said. The company is working through the obstacles in overcoming Saab production in the North America.