New Saab story

By ALASTAIR SLOANE

Saab is setting out to reinvent itself in New Zealand.

Its managing director, Tony Jennett, admitted in Melbourne the other day that the New Zealand market "hasn't been nurtured that much."

"Pricing got out of whack, Saab didn't respond to the market," he said. "We need a fresh approach and we need to rebuild the company for future growth. We have to deliver."

Part of the new-look image for 2001 includes a new showroom in Auckland, equipment and engine upgrades and the addition of a 2-litre model in the 9-5 lineup.

It is also likely to include the appointment of leading New Zealand fashion designer Karen Walker as a "Saab ambassador."

This is an honorary title. It won't open embassy doors or get Walker passport priority at airports, but it's sure to lift the carmaker's profile.

The promotion has worked in Australia for the past few years, where "ambassadors" include actors Sigrid Thornton and Rebecca Gibney and cricketer Stuart McGill.

Saab's public relations chief, Paul Ellis, wouldn't confirm the company was talking to Walker but word on the street has it that she is the target of Saab's affections.

It's strictly business, mind. The high-profile designer will be required to whisper sweet nothings about Saab wherever she goes. In return she will be given a Saab car. Nice work if you can get it.

The Swedish carmaker prides itself on being a creative company and it likes to be associated with creative people. Take its sponsorship of Opera Australia.

One of its television advertisements highlights the operatic link and tells Australians to "judge us by the company we keep."

Not a bad line, eh? Just as good as the one some years ago for an Aussie toilet: "Mention our name and you'll get a good seat."

Anyway, it's easy to say nice things about Saab, although its 9-3 range is certainly feeling its age from a ride/handling point of view and is due to be replaced in 2003.

That's the year when things will get hectic. Saab has been a bit of a slowcoach in introducing new models, managing one every seven or so years and an upgrade here or there. But the General Motors-owned company is boosting production and models.

Between 2003 and 2010 it will launch a new model every year.

"Six new models in six years - that's a bright, realistic future for Saab in New Zealand," says Jennett.

The company will use every available marketing tool to boost sales in this part of the world. It says its website receives more hits than any other luxury carmaker, and it is launching a direct mail drop.

It is also building a better relationship with dealers. The company plans to talk with Holden New Zealand to better understand the market here and "to explore areas of integration."

And Jennett says Saab is looking at a major sponsorship deal - "similar property to Opera Australia."

Saab is analysing sales figures which point to its topsy-turvy record here in recent years. In the early 90s it was selling more than 200 a year. In 1996 it sold 183. In 1997 sales plummeted to 80, then climbed to 111 in 1998 and 144 in 1999. Last year it was the bottom-feeder with 96.

Yet in in Australia last year sales of its 9-3 convertible alone toppped 800.

This year Saab aims to sell 195 cars in New Zealand, and is offering standard equipment upgrades on its all-turbocharged 9-3 and 9-5 model range, things such as leather trim, leather steering wheel, leather gear selector and eight-function computer.

There are new wheels, door mirrors, ventilation filters and colours. An electronic parking device beeps when you are about to back into anything.

There's a "shark fin" telephone antenna, and some models are pre-wired for satellite navigation.

Its mainstream four-cylinder engine has been given a bit more oomph. Power from the 2.3-litre light-pressure turbocharged powerplant is up from 125kW to 136kW, a jump which cashes in on the 280Nm of available torque between 1800 and 3500 rpm.

The "hot" 2.3-litre engine in the high-performance Aero delivers 169kW and up to 370Nm of torque between 1900 and 4000 rpm.

The improved 2-litre engine goes into a 9-5 model for the first time in New Zealand. It produces 110kW at 5500 rpm and 240Nm between 1800 and 3500 rpm.

The hot version of the same engine sits under the bonnet of the 9-3 Aero and delivers 150kW and between 250 and 280Nm, depending on transmission.

The upgrades, however, have pushed up 9-3 and 9-5 prices by between $1000 and $4500. The entry-level 2-litre 9-3 coupe costs $51,900 for the manual and $55,000 for the automatic.

The same engine in the 9-5 sedan costs $61,900 with manual gearbox and $65,000 with automatic.

Check with your Saab dealer if you want to know more. Jennett will like you for it - and you might even get to meet an ambassador.