Coming up with a nice shell is rather easy. All it takes is some styling and design cues, and that's what almost every manufacturer in the industry is doing today. The tough point, however, is to realise concepts that really bring forward the essence of a specific brand. From that perspective Saab has a great opportunity. Saab to build even more on design Michael Mauer regards Saab as a design oriented company, and he believes that the key to future success is to focus harder on design.
Saab cars are fun to drive, they're safe and the product quality is good.
But the area where an automotive brand really can differentiate itself is emotion and design, and we are moving in that direction. This will be highly apparent with the concept cars to come. Creativity is a priority at Saab. The company's designers are encouraged to use all of their visionary and imaginative skills, along with the skills of the engineers and the marketing people, to establish brand-focused concepts. The Saab brand is our point of departure and therefore we need to use flexible architecture solutions that allow us to realise creative ideas about future products from Saab.