A recent study tries shows what brands the former Saab customers have chosen after the automaker went bankrupt.
But first here is some background information about how Saab appeared and developed. In 1989 GM buys a 50% stake in Saab to help boost its sales in the States and in the 90s the Swedish automaker begins to launch new models such as 9-5 and 9-3 and celebrates its 50th anniversary as an auto brand. During the 2000s, which was a stable period for the US economy, GM continued to invest in Saab.
2003 was the height of Saab’s US sales, brought by the launch of the 2nd generation Saab 9-3, which sold around 50,000 units. In 2005 the company launched the all-new 9-7x SUV hoping that it will boost sales, but unfortunately all it brought was an epic failure. In 2008 when GM’s future was surrounded by doubt, Saab was offered for sale. In 2010 it was sold and in 2011 it was bankrupt.
To find out where Saab’s customers are heading to, the Polk Disposal Loyalty Methodology was really useful, as it tracks owners that sell cars within six months of buying a new one. The methodology showed that between 2010 and 2011, most former Saab customers went to Honda, followed by Volkswagen and Audi.