"Patrick Nichols" (pnichols)
07/16/2015 at 10:30 • Filed to: SAABARU, Saab, Subaru
11
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"Patrick Nichols" (pnichols)
07/16/2015 at 10:30 • Filed to: SAABARU, Saab, Subaru | 11
| 27 |
[Photo Cred: Gawker]
So I think it’s evidently clear that Subaru is growing beyond the niche market they once were and I have some theoretical expansion plans for them.
Buy Saab.
Seriously. Do it.
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My Reasoning
Subaru should move up market with a luxury brand. As we’ve seen with Hyundai and Kia, creating a new luxury badge is more difficult than it may seem. Resurrecting a brand that still has a die hard following should be much easier than creating a new brand.
Currently, Audi is the go to luxury AWD brand and they could use some better competition, especially in the reliability department. I don’t think BMW’s Xdrive cars, the AWD Mercs, AWD Infiniti, or AWD Lexus models really compete as (and correct me if I’m wrong) their AWD systems lag behind Audi’s quattro or Subaru’s symmetrical AWD. I picture Saab becoming that new luxury brand with the performance of some Audi’s and the reliability of Lexus (Acura I disregard as I think they’re ugly and probably worse than Lexus).
The partnership has worked in the past and could be expanded across their whole range. Use the ideas that GM had for Saab, but don’t badge engineer mid-90s GM crap. Rebody and make the interior luxurious (leather seats standard) and of course bring back the classic Saab front fascia (updated).
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The Models
[Photo Cred: Subaru]
Impreza & 9-3 - Take the sedan and make it a liftback. Take the hatch/Levorg call it the sport kombi. We all know that the Impreza hatch won’t be gone for long... hopefully.
WRX & 9-2x - Worked before it will work again.
STI & 99 Turbo - Bring the name back and make it a coupe. Similar to the old Subaru 2.5 RS.
XV Crosstrek & 9-4 - Yes, you do need a small crossover in today’s world.
Legacy & 9-5 - Here’s your executive sedan and exactly what the architect will want.
Outback & 9-6 - Mid-size crossover... blah blah blah.
Forester & 9-8 - Full size crossover for some reason.
BRZ & Sonnett - This one should be a no-brainer and you can develop it with Toyota again for the Lexus brand. Add about 25-50 hp, could be performance hybrid or electric, over the base and possibly include a convertible/targa. Also becuase Sonnett:
[Photo Cred: Saabfans]
With all of these I think Subaru could increase sales by 50% and move seriously up market. I’m being ambitious dammit.
Each model should have prices comparable to a similar Lexus.
As far as Saab’s famed attention to safety, I think Subaru has a similar reputation, at least here in the northeast. A man can most certainly dream of a future like this, but I won’t hold my breath...
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Bonus - Where They Could Expand
So now the luxury brand is established (in my head) and both Subaru and Saab are looking for new market segments to enter dominate. So I’m going to throw out some possible partnerships to expand:
Toyota Land Cruiser -> Saab Viking - Bring back a name from a forgotten concept car and apply it to an SUV worthy of the title.
VW Amorak -> Subaru Brat - With the !!!error: Indecipherable SUB-paragraph formatting!!! , why not...
VW Polo -> Saab 9-1 - Take the Polo add AWD and a luxury interior... Maybe let the folks at !!!error: Indecipherable SUB-paragraph formatting!!! get their hands on it and you have an Audi A3 competitor.
All of this would be possible by making a few key partnerships with Toyota and VAG...
Oh and last part they should hire me for COO because ideas.
Go Ahead, Tell Me Why I’m Wrong... or Why You Came Up With This First... or Why Saab Should Be FWD... or How the Saab Viking Isn’t An SUV... Do It!
SidewaysOnDirt still misses Bowie
> Patrick Nichols
07/16/2015 at 10:40 |
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Why do you want Subaru to have its own Saab story? They should do well while they can.
Dasupersprint - base trim is enough
> Patrick Nichols
07/16/2015 at 10:40 |
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Forester a full size SUV? Have you ever seen one?
FromCanadaWithLove
> Patrick Nichols
07/16/2015 at 10:41 |
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This is smart, I’m with you on this. I’m not sure about the financials about it all, but it would definitely be cool (especially with Subaru’s recent success).
One thing, though. Audi’s Quattro isn’t better than any of the other brands. They’re just better at branding it.
JQJ213- Now With An Extra Cylinder!
> Patrick Nichols
07/16/2015 at 10:42 |
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It would be rather cool if Subaru had the money and ability to buy and save Saab, but let them do their own weird Swedish thing.
I’m thinking similar to what Geely did with Volvo.
As much as I like your idea, I would be scared to have it become too much like the end of Saab’s life or the Lincoln/Ford thing where the cars are virtually the same except for badging pricing and a few pieces here and there.
bob and john
> Patrick Nichols
07/16/2015 at 10:44 |
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...tghis is actually a really good idea, but Subaru has kinda been lacking. I mean, they did use that Ej engine for what, 20 years?
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Patrick Nichols
> Dasupersprint - base trim is enough
07/16/2015 at 10:44 |
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Full size crossover and I’m anticipating some more model bloat. I think it’s comparable to a highlander/Q5 and anything bigger I put in the SUV category.
Street Surgeon
> Patrick Nichols
07/16/2015 at 10:44 |
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Saab never struck me as any kind of “luxury” brand, and to be honest their image here in the US is that of a failed car maker that once serviced a niche/quirky consumer base. I mean I liked the Saabaru they had but none of their other models really spoke to me, and the GM merger era produced nice looking cars that weren’t very reliable. I just don’t see it.
Regarding your reasoning, could you explain how the Subaru/Audi AWD design is superior to that of the competitors you mentioned?
ADabOfOppo; Gone Plaid (Instructables Can Be Confusable)
> Patrick Nichols
07/16/2015 at 10:44 |
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That’s actually a decent idea. Don’t see it ever happening though.
Subaru is doing very well with what they have right now, and such a large investment would certainly hurt their current progress. Subaru does not need the distraction of trying to launch a luxury brand they don’t really need. Audi may be the AWD luxury go-to brand, but I don’t think many people are cross-shopping Audis and Subarus. Trying to resurrect SAAB is not going to convince those potential buyers to visit a Subaru showroom any more than their current products might.
Subaru really should just do what they have been doing. They might be able to increase their margins by offering some up-spec interiors on the Outback and Forester, but I think the take-rate would be fairly low. People really like the understated look and feel of a Subaru, despite a fully loaded Outback being a $38,000 vehicle.
I see your point, and there is certainly room for more expensive (higher margin) vehicles, but I just don’t see a large enough market share to make it worth their investment.
PRBot II
> Patrick Nichols
07/16/2015 at 10:45 |
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ArmadaExpress drives a turbo outback
> Patrick Nichols
07/16/2015 at 10:46 |
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This is a clearly awesome idea! I would love to see this, especially if they’re able to include (and keep it managed) that Saab uniqueness to it.
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Patrick Nichols
> JQJ213- Now With An Extra Cylinder!
07/16/2015 at 10:46 |
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I guess we have different desires for Saabs. I like their styling and interiors and I really wish Subaru had nicer interiors across the board. And yes it would be cool if they gave Saab total autonomy, but I don’t think they would survive sadly.
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Patrick Nichols
> FromCanadaWithLove
07/16/2015 at 10:47 |
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Fair enough but public perception is everything. I do think Subaru’s is better though.
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Patrick Nichols
> bob and john
07/16/2015 at 10:48 |
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Legacy sales might beg to differ with you. And yes they need to develop more, but more volume could provide the capital to do so I think.
Wobbles the Mind
> Patrick Nichols
07/16/2015 at 10:49 |
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The Saabaru redux, I like this idea!
Unfortunately Volvo has started taking on all the old driving characteristics of Saab. Volvo will likely go AWD only for safety and the twin engine tech. Acura is also prepped for the same thing (and Honda has a great AWD heritage, plus an upsale with SH-AWD, plus the same electric motor tech coming). Both brands will hit that premium AWD niche between Subaru and Audi, so it will be too late to cover that spot. Still fun though!
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bob and john
> Patrick Nichols
07/16/2015 at 10:50 |
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just because something sells, doesnt mean its any good. See: corolla, aveo, 05 impala
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Patrick Nichols
> ADabOfOppo; Gone Plaid (Instructables Can Be Confusable)
07/16/2015 at 10:51 |
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My head agrees with you, but my erection heart refuses to acknowledge your logic.
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ADabOfOppo; Gone Plaid (Instructables Can Be Confusable)
> Patrick Nichols
07/16/2015 at 10:53 |
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If that lasts for longer than 4 hours, go see a doctor.
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Patrick Nichols
> Street Surgeon
07/16/2015 at 10:56 |
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As someone has pointed out to me, Quattro isn’t much better than any of the others, but public perception of it is much higher. Subaru’s is in fact better because it is full-time symmetrical AWD.
As far as Saab being a luxury brand, the GM parts invasion certainly did hurt some models, but as the former owner of both a loaded 2000 Volvo S80 and 1999 Saab 9-3 I liked the interior of the 9-3 just as much if not better than the S80. I think they were priced perfectly for a luxury brand, but the quality wasn’t quite there so people disregarded them.
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Patrick Nichols
> bob and john
07/16/2015 at 10:58 |
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True, but I think I’ve seen quite a few reviews that rave about how good it is too.
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Patrick Nichols
> Wobbles the Mind
07/16/2015 at 10:59 |
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I want to believe...
Moenica
> Patrick Nichols
07/16/2015 at 11:53 |
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This is good kinja.
BrtStlnd
> Patrick Nichols
07/16/2015 at 12:03 |
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HAHAHAHAHAHAHAHAHAHA
Amoore100
> Patrick Nichols
07/16/2015 at 13:00 |
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This reminds me of the article I posted a few months ago...
http://oppositelock.kinja.com/volvo-and-saab…
What I was thinking was that perhaps some Swedish billionaire (like Geely did in China) would buy Volvo, then somehow make the company really successful, then buy Saab from NEVS, see if Koenigsegg wants to join, hook up with both Volvo Trucks as well as Scania (though I have no idea how to get it away from VAG) then create a new group called SAG (Scandinavian Auto Group) or something...
After that, we need to separate the two brands as much as possible. I’m thinking make Volvo the luxury brand and Saab the sporty brand. Also, Volvo models will have all inline engines and RWD (optional AWD) and all Saab models will have V-shaped engines and FWD (optional AWD), that way both represent their heritage a bit more.
Here is the new model line-up:
Volvo:
S20 - A small sedan (like the old S40) that competes with Audi A3, Merc CLA, etc.
Engines: I-3, turbo I-3, I-4, turbo I-4
V30/XC30 - Wagon and SUV variant of S20 (Compete with Q3, GLA)
Engines: I-3, turbo I-3, I-4, turbo I-4
S40 - Basically rename the S60 to S40 (Compete with BMW 3 series)
Engines: I-4, turbo I-4, I-5, turbo I-5
V50/XC50 - Wagon and SUV variant of S40 (Compete with X3, GLK)
Engines: I-4, turbo I-4, I-5, turbo I-5
S60 - New midsizer to compete with BMW 5 series
Engines: I-5, turbo I-5, I-6, turbo I-6
V70/XC70 - Wagon and SUV variant of S60 (Compete with Merc M-Class)
Engines: I-5, turbo I-5, I-6, turbo I-6
S80 - Full size luxury sedan to take on Merc S-Class, BMW 7 series
Engines: I-6, turbo I-6, I-8, turbo I-8
V90/XC90 - Wagon and SUV variant of S80 (Compete with Q7)
Engines: I-6, turbo I-6, I-8, turbo I-8
V120 - Small luxury hatch designed to compete with Merc B-Class BMW 2 series active tourer
Engines: I-3, turbo I-3, I-4, turbo I-4
V140 - Mid luxury van to compete with old Merc R-Class (but with sliding doors)
Engines: I-4, turbo I-4, I-5, turbo I-5
V160 - Large luxury van to compete with Merc V-Class
Engines: I-5, turbo I-5, I-6, turbo I-6
Saab:
9-1 - A sedan and hatch with size of Merc CLA, Audi A3
Engines: V-2, turbo V-2, V-4, turbo V-4
9-2/9-2x - Wagon and SUV variants of 9-1 (Q3, GLA)
Engines: V-2, turbo V-2, V-4, turbo V-4
9-3 - A sedan and hatch with size of BMW 3 series
Engines: V-4, turbo V-4, V-6, turbo V-6
9-4/9-4x - Wagon and SUV variants of 9-3 (X3, GLK)
Engines: V-4, turbo V-4, V-6, turbo V-6
9-5 - A sedan and hatch with size of BMW 5 series/Merc E Class
Engines: V-6, turbo V-6, V-8, turbo V-8
9-6/9-6x - Wagon and SUV variants of 9-5 (Merc M-Class)
Engines: V-6, turbo V-6, V-8, turbo V-8
9-7 - A sedan and hatch with size of BMW 7 series/Merc S Class
Engines: V-8, turbo V-8, V-10, turbo V-10
9-8/9-8x - Wagon and SUV variants of 9-7 (Merc GL-Class/Audi Q7)
Engines: V-8, turbo V-8, V-10, turbo V-10
9-12 - Small hatch aimed at Merc B Class and BMW 2 series active tourer
Engines: V-2, turbo V-2, V-4, turbo V-4
9-14 - Midsize van aimed at old Merc R-Class
Engines: V-4, turbo V-4, V-6, turbo V-6
9-16 - Large luxury/sport van aimed at Merc V-Class
Engines: V-6, turbo V-6, V-8, turbo V-8
Both brands will have their respective performance brands (Polestar, Viggen) and in the end hopefully the two Swedish brands will be on par with their German counterparts in terms of selection as well as quality. If the market called for it, Volvo could even introduce a commercial brand like Mercedes and sell chassis and work van versions of the V140 and V160 and sell them alongside the Volvo trucks. Same for Saab 9-14/9-16 and Scania division.
I think overall a Swedish owner is better than Subaru, since I would hate it if Saab became too Japanese and strayed from its heritage...
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Patrick Nichols
> Amoore100
07/16/2015 at 13:19 |
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different strokes I suppose
CaptDale - is secretly British
> Patrick Nichols
07/16/2015 at 13:38 |
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FUCK YES!!!!
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Patrick Nichols
> CaptDale - is secretly British
07/16/2015 at 13:46 |
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I like your enthusiasm. I shall make you Head of Design or CFO whichever one requires less of a grip on reality.
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CaptDale - is secretly British
> Patrick Nichols
07/16/2015 at 14:05 |
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I’d take CFO. Playing with money is fun... Though I do work at a GM, Subaru, Hyundai dealer that also used to do SAAB.... So that’d be fun selling them.... I WANT THIS TO HAPPEN!!!! DO YOU HEAR ME SUBARU?!?!