F&I Management & Training

Seemingly back from the dead (and years of GM suppression), the quirky Swedish brand has launched a competent, quality car that befits its heritage. Attractive, roomy and with a softer approach to being premium than other brands, a new 9-5 has been a long time coming - but actually worth the wait.

These ever austere times may not be the best to launch a large saloon car into a decreasing market segment, especially with a car that is more expensive than the competing BMW. All turbo engines should make for a great CO2 story, but this isn’t the case for all of the models.

There is still a place in the world for an alternative brand to the usual German trio. Along with Jaguar, Lexus and Volvo in a kind of alternative premium brand collective, Saab can rebuild a following of discerning and loyal customers that want something a bit different.

The 9-5 is up against some seriously good cars, not only in the large saloon segment but also from others such as compact SUVs. But there is plenty of affinity for the Saab brand, and the new company has some momentum and a reasonable strategy. The 9-5 may not be the ideal car to re-launch the brand, and will struggle to get a share of voice in a competitive market, but the first new Saab of a new era is a pretty good starting point.