With a court in Sweden denying Saab a lifeline as it tries a "voluntary reorganization", the struggling automaker continues to wither away. If you are a Saab fan, dealer, or owner in the U.S. watching the automaker slide closer and closer to irrelevance is troubling. As one friend in the auto industry put it, "These guys (Saab) are spiritually bankrupt. They aren't building cars on their own. Who knows if somebody would want to rescue them. It's sad."
Sad, but not surprising. For years, Saab has been adrift. Aside from a niche group of buyers, Saab has struggled to find widespread support. Under GM, it was never given the resources or vision needed to thrive. Nothing epitomized Saab being adrift more than its marketing campaign under GM. The brand tried to play on Saab's DNA being in fighter jets. When I asked a GM executive what the campaign was supposed to say to possible Saab buyers, he shrugged his shoulders and said, "I don't know."