Convincing fleets of the carmaker’s viability and the attractiveness of its new range have become Saab’s priority as it prepares for the arrival of the new 9-5 – a model it predicts will get it back onto choice lists.
The manufacturer is focused on regaining the “trust and confidence” of its corporate (and retail) customers who left the marque as it faced the administrators last year.
It now plans to sell 40% - 6,000 cars – to British fleets annually by 2012 – an uphill battle as fleet sales have been decimated in Britain.
In the first two months of 2010, less than 210 Saabs went to fleets, and these were mainly legacy supply deals from the GM days.
But Saab’s fleet sales manager Paul Adler is confident the manufacturer’s upcoming models, with the new 9-5 at their head, will prove tempting for user choosers.
“Product is the lifeblood for any manufacturer and the new 9-5 will prove the catalyst for fleets to re-engage with the brand,” says Adler. “We have a simple strategy with modest sales aspirations. We are a premium brand and will not be undercutting on price – we do not need to force sales.”
While the company is talking closely with the RV setters, CAP says things are not as bad as some reports suggest.
“In reality, comparison with competitor product suggests a good deal of stability with little movement in relation to others and certainly no slump in comparison with them,” explained CAP’s Mike Hind.
“The survival of the Saab brand name is good news for the residual values of existing cars.
“We retain an open mind for the future of the Saab brand. Key will be improving CO2 emissions as the previous models came nowhere near their class.”
Saab will not introduce a low-CO2 low-power model but is working to reduce emissions below the already impressive 139g/km the new 9-5 emits. It also promises a run-out 9-3 offering class leading power and attractively low CO2 emissions.
Adler said some contract hire companies are again quoting Saab business.
For small fleets that buy direct from dealers, ALD is providing dealer contract hire offerings through the Saab Contract Hire service. Saab says some 2,000 cars will be sold to fleets through this channel come 2012.
Adler also says as much as 20% of total fleet sales will go into short-cycle fleet – including internal and demonstrator registrations. Predicted Motability sales are much more conservative – between 10 and 20 units a year.
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