1991 Saab 900 Se Turbo Convertible Spg Appearance Package on 2040-cars

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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.

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.

Saab plant reopens, production to resume by year's end?

Saab is gearing up to start production of the 9-3 again in September, two years after the last exampled rolled off the assembly line at the company's Trollhättan factory, Aftonbladet reports. Saab's new owner, National Electric Vehicle Sweden AB (NEVS), a Chinese-Japanese consortium created solely to buy Saab, says that the model's parts supply is the bottleneck in the production process, understandable since many of Saab's suppliers closed after it stopped production two years ago. The automaker also needs to establish a new dealership network. It is not entirely clear where Saab will market their new models, but North America is not expected to figure into their plans, at least initially.
Almost 400 factory employees are reportedly back working at Trollhättan, and Saab is looking to recruit 180 workers to help with production, presuming the factory can overcome its supply issues and go back online in the fall.
The new 9-3 is understood to be something short of an all-new car, a revision of the old 9-3 that started production in 2002. It will reportedly be offered initially as a four-door sedan and two-door convertible, and it will have a turbocharged engine, according to NEVS, which we expect will be a four cylinder. An electric 9-3 could come as early as next year. Turbocharged engines are part of Saab's DNA, NEVS Vice President Mattias Bergman has stated, and future Saab models will have them - despite the automaker's planned progression toward electric vehicles. The 9-3 will get small facelifts over time, says Mikael Östlund, a press officer at NEVS.