Saab Is Dead, And Actually For Real This Time

It's been announced that NEVS will not use the Saab name on any of its vehicles, effectively marking the end for the illustrious Swedish brand in the automotive world

Matt Robinson

22 Jun 2016

Saab Is Dead, And Actually For Real This Time

The most curious thing about the death of car manufacturer Saab is that it never really died. Not entirely, anyway: Chinese-backed NEVS (National Electric Vehicle Sweden) bought the company’s assets a few years ago, with ambitious plans to launch a range of new electric cars under the illustrious brand.

There has been doubt over whether or not NEVS could use the Saab name, and sure enough, that part of the plan has now been dropped. The owner of the brand - aerospace and defence firm Saab AB, owners of Saab Automobile until 1990 - will no longer allow NEVS to use the name.

Although if you listen to NEVS, the company is attempting to put a positive spin on the development, with president Mattias Bergman saying: “With sincere respect to our history and heritage, we want to be recognised as ourselves – a sustainable mobility solutions provider who are committed to the environment with a focused growth plan with its own brand as a corner stone.”

What this means is the Saab name is at last dead in the automotive world, and we’re rather pleased about that. It means the brand can die out with some dignity, rather than being used for a bunch of bastardised electric 9-3s destined for the Chinese market. Instead, we can focus on remembering Saab for all the cool and quirky cars it built over the years.

Growing up on a diet of World Rally Championship highlights and lengthy Gran Turismo 2 sessions, a life in cars was as good as inevitable for Matt.

Comments

So the “Saabbath” day is held in memory of Saab.

As someone who owns a saab, this hurts me deeply

Same here!

Hidden unlock: You discover Scania is same as SAAB!

no it’s not, it used to but the companies split and they are not related to each other besides the logo

Even though it’s really sad, I still think that some of the quirkiness that Saab is known for still will be a part of the Nevs cars. After all, half the company still consists of old Saab workers.

I’m Saabbing in sadness!

It’s a tough world these days for car companies that don’t have a strong consumer base. The Viper and Evo may have been amazing cars, but their sales were pathetic. A large reason for this is due to price: nobody wants to pay 35k grand for sedan with a 10k interior. The latest gen Viper is quite refined, but it is still much more expensive than the Vette, which offers 90% of the performance.
People rag on the Corvette for using pushrod engines and leaf spring suspensions, but these choices are not only performance and durability considerations; they are cheaper too. The performance bargain offered by the Vette is why it is such a seller.

What I’m getting at is that its hard for a company like Saab to exist these days. People want the most for their money and the best in everything. And if you don’t offer that, you’re out.