There had not been enough focus on product development in the early 1990s, and Saab had suffered because of this, he said. With volumes running at only 70-80,000 a year it was difficult to sustain new development.
Now that the right product was beginning to come through and volumes were up to 125,000 a year, Saab could concentrate on a new marketing strategy.
“We have the potential to build and sell 150,000 cars a year worldwide. A new V6 diesel for the 9-5 will help, especially in France, but Germany is a big problem –it's just not working for us,” said Mr Augustsson.
His priorities were to “improve the service experience for our customers”; improve the marketing and distribution and improve communications with dealers.
“We will be launching seven new cars over the next four to five years,” he said.