Mark and I broke a tradition this year and didn't go to Geneva. Why? Maybe because Saab's heart is still beating and because the hope of a resurrection of the brand is less than ever. That hurts, especially given that others are making a comeback.
Nevertheless, we stick to old habits and lose a few words about what happened in Geneva. Especially if we have discovered a Saab link.
There was something ... The electric car boom was about to begin, and the alleged trend was a big topic at past car shows. This year Tesla showed the P85D version of the Model S ... not a novelty per se, already known to the press, and only the all-wheel drive version of the well-known sedan.
Somehow the topic of EV is over again - or not even there. When it comes to electromobility, the Audi R8 e-Tron was an issue. It goes into series production with data comparable to the Tesla. And because that's so nice, the Q7 e-Tron was also in Geneva. Despite everything - none of that works at the moment. Perhaps also because no electric car boom is visible to the general public.
The undivided attention of the journalists was always on a different story. Because the writing guild is always in search of a good story.
Hmm, the Borgward comeback. Around 1.000 visitors read the corresponding article on the blog. That's not a lot, a Saab article is called up more often. On the other hand, it's a good result for a brand that has taken a 50-year hiatus. Many questions are open around the topic, and there are two posts for further information.
During the press days Borgward has turned on the expectancy screw and also made powerful media. It can be said that the moment of attention was used perfectly.
Prominent figures such as Sir Stirling Moss (by the way, brother-in-law of Erik Carlsson), well-known car journalists, representatives of the fan base and former sports stars visited the booth. The press department immediately tweeted this to the world. Borgward design director Einar Hareide was photographed while drawing a sketch. With the question “does he draw a new Borgward….” it was also spread to the followers. Kind.
Press work by professionals. Karlheinz Knöss was already public relations director at Saab Germany, he understands his craft. What others do not do with so much dedication. That at the end of the article.
While Borgward is preparing to fly, a former hopeful has not landed so gently.
Great results in the NCAP crash test, big plans. After many advance laurels, Qoros is now testing the harsh reality. Sales are disappointing and expansion plans for Western Europe are on hold. The conquest of the world is now slower. First, the Middle East and Eastern Europe is on the list, the homework in China must also be done.
The City SUV shown in Geneva is already on the market in China, and there is a lot of trollhättan in DNA. LeanNova and Semcon were involved in the development, around 25 former Saab and Volvo employees work for the Chinese in Shanghai.
Ssangyong & Lotus
Else discovered any Saab links? Two more things. Lotus is working on the comeback. Has significantly reduced staff and increased production figures. The man who brings the trend reversal is Jean-Marc Gales. For a short time he was Executive Director Saab and Opel in Rüsselsheim.
Lightweight construction is the credo, despite the almost luxurious features of the Evora 400. And still the shock: an SUV can imagine the new boss too. Lotus and an SUV. Madness!
One last thing! Mahindra is traded as a potential partner for NEVS and daughter Ssangyong presented the Tivoli in Geneva. A small SUV, the first complete new development since the entry of the Indians.
While newcomer Borgward did a great job on public relations, Ssangyong has less passion to discover. There were no press photos of the appearance in Geneva yesterday evening neither at the media portal of the auto press, nor in the newsroom of Sssangyong Germany.
On the Facebook page is then, after searching the Web, but something in that direction. After all. You can do media work with passion. Or not.