2003 Saab 9-3 Vector on 2040-cars

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Why won't automakers slap on a turbo badge anymore?

Where have all the turbos gone? Not the actual pieces that go in the engine, mind you, those are everywhere these days as automakers downsize cylinder counts and boost efficiency and CO2 claims. But the turbo badges and fanfare are missing. Back when turbos were something to get excited about there was "turbo-driven," "turbonium," and "The Turbo Zone," among other silly lines. But now that basically every car is getting some sort of boost even on the lowliest trims, automakers are almost sliding in the turbos under the radar. Or if you look at some of the nomenclature, pretending they don't exist at all. The 911 Turbo badge shows where the car goes from being sane to lunatic. It's an important border. The latest automaker to hide that it has boosted the turbo presence is Porsche with the 2017 911 lineup. Even the standard Carrera models now get turbocharged flat-six engines, meaning the 911 Turbo models aren't quite as special as they once were. Porsche is in a sticky situation with this. The 911 Turbo, after all, signifies where the 911 family takes off from being a sports car and becomes the Ferrari fighter. The 911 Turbo badge shows where the car goes from being sane to lunatic. It's an important border, but now Porsche has crossed it and is trying to downplay the fact. There are a lot of exaggerations with displacement badges today, with claims the 2.0-liter turbo four in a Mercedes C Class equates to a naturally aspirated 3.0-liter six to make a C300. Volvo is pretty far up there, too, saying an XC90 T8 means V8 power, even though it's a 2.0-liter turbocharged and supercharged four with electric assist. I don't know why BMW can't just call the car a 330i Turbo, rather than inflating the numbers up to 340i. Saab tried all of this back in the '90s when it decided to turbocharge its entire lineup, from light pressure units all the way up to models actually called "Saab 9-3 HOT" (for high-output turbo). But then the brand deleted any external reference to the turbo under the hood and people wondered why they were buying a $42,000 four-cylinder convertible. And that didn't turn out well. Even though these turbo replacements often make more power than their naturally aspirated predecessors, they're very different engines. People knew something changed when they exchanged their leased 328i with a 3.0-liter six for a 328i with a 2.0-liter turbo four.

What brands have Saab owners defected to? Polk investigates

When a brand goes belly-up, it's natural for analysts to wonder where that brand's consumers will turn. General Motors has mothballed more car brands the last decade than most other automakers' have in their entire portfolios, so "Where did [insert brand here] buyers go?" has been a common question asked of The General. According to reports, it didn't do so well at retaining Oldsmobile owners (who supposedly went to Hyundai), or Hummer and Saturn buyers, but did get some return love from Pontiac owners.
A consultant with Polk has turned the loyalty lens on Saab. The Polk Disposal Loyalty Methodology tracks owners selling vehicles within six months of buying a new one. In 2010 and 2011, Polk found that when Saab died, owners went right up the middle of the mainstream to Honda. It was close, though, with just 0.2 percent separating Honda from number two Volkswagen. Audi comes in third.
After that it's back to the masses with Toyota, Chevrolet and Ford trumping import luxury brands. And if you combine all of the General Motors brands that Saab owners have migrated to, GM more than doubles Honda with a 15.2-percent share, so all the love is not lost.

NEVS Emily GT electric sedan developed by ex-Saab engineers finds a buyer

Even in death, Saab could not rest in peace. In life, the Swedish automaker never managed to get out from between the sales rock and the financial hard place. After GM bought half the company in 1989 and took full control in 2000, the inevitable brand engineering led to cars like a Saab 900 on an Opel platform, a Subaru Impreza rebadged as a Saab 9-2X and a Chevrolet Trailblazer turned into a Saab 9-7x. This went as well as anyone who knew Saab would expect. Come January 2010, Saab was dead. Or rather, Saab had entered a zombie state rebranded as New Electric Vehicle Sweden (NEVS), two Chinese companies in succession buying the automaker's intellectual property, both having to walk away due financial issues at the parent companies. Earlier this year, NEVS showed one of the projects it continued to work on throughout the turmoil, a four-seat battery-electric car called the Emily GT. NEVS said it was looking for a buyer for the project or the entire company. According to Sweden's Auto, Motor und Sport (translated) that broke the story, and further reporting from Saab Planet, the search has succeeded and the Emily will come to life. Saab Planet writes that in March of this year, a Swedish company called Stenhaga Invest bought 80% the the Stallbacka factory and office complex in Trollhattan where Saab used to build its cars, NEVS holding onto the remaining 20%. AMS reported that an as-yet-unknown European investor has signed a letter of intent to purchase two of the 13 projects NEVS said it has been working on, the Emily GT and the PONS, an autonomous shuttle. Svante Andersson, who runs Stenhaga, is reported to have said the unnamed investor is interested in taking control of "a substantial area" of the Trollhattan facilities, "indicating that a significant number of people will be employed in Trollhattan." Back in March, an NEVS engineer said properly funded development could get the Emily GT into production in less than two years. Based on the sports sedan we've been told about, that seems reasonable. Ineos chief Sir Jim Ratcliffe announced the Ineos Automotive Grenadier in 2017, showed a concept in 2020, and had a model running the hill at Goodwood in 2021 — four years for a ground-up design. Saab Planet writes that "a timeline for relaunch is expected to be announced after a meeting between the parties involved during week 32," which would be the week of August 7.