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Originally Posted by Taipei-TT
Unless they are getting something that doesn't meet the eye in terms of technology, patents, or manufacturing facilities, I can't see what's in it for BMW.
While innovative in it early years, that can no longer be said for modern SAAB. Under-investment led to stagnation in both technology and design. The new models have potential as a platform, but let's face it, buying a SAAB even before bankruptcy made little sense to the general car market. Unless you were a SAAB enthusiast, why would you buy a SAAB and take the massive hit on depreciation such a decision entailed? And I know the "quirky" design of SAAB had a loyal fan base, but it was a very narrow one.
BMW ought to consider its experience with Rover versus Mini. In Mini, they bought a cherished brand and through investment and innovation, created a product they could not sell with a roundel on it that was wildly successful. In other words, the brand allowed BMW entry into a new market it could not easily access through its own brand. Rover, on the other hand, were cars that occupied similar market space, but had no technology, manufacturing, or business common sense. The result was an unmitigated disaster. To me, SAAB looks a lot more like Rover than it does Mini. Even if SAAB's engineers did have a few tricks up their sleeves, wouldn't the best and brightest have already moved on given the disaster this company has been for the past few years?
I just hope they are buying it for reason other than to attempt to invigorate the SAAB brand of automobiles; I just can't see that working out, but time will tell!
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Well said Sir!
This actually makes me really worried for BMW's future. Please people don't mix SAAB as a car brand with Jet fighter's. the SAAB planes are made by a conglomerate jointly owned by SAAB Aircraft and BAE. We have to remember that SAAB as a car brand has just ocasionally been in the black for the last 20 years or so.
It's easy to blame GM for what has happened to SAAB and I will admit that they did not manage the brand well, but the truth is; had it not been for GM, SAAB had gone bankrupt 15 years ago. The reason for this is simple because unlike MINI SAAB has failed to produce any products that anyone other than a select few want to buy.
I for one hope BMW looses out on this one. They would be better off.