Saab Automobile AB, the Swedish car manufacturer, ultimately went bankrupt and ceased production in 2011 after a series of ownership changes and financial struggles failed to make the brand profitable. The core issue was that Saab's relatively low sales volume couldn't support the massive costs of developing new, competitive models in the modern global auto industry.
The story begins with General Motors (GM) acquiring a 50% stake in Saab in 1990, gaining full control in 2000. GM attempted to integrate Saab into its global platform sharing strategy. While this reduced costs, it diluted Saab's unique engineering identity. Models like the 9-3 and 9-5 increasingly used GM components, alienating loyal customers who valued Saab's quirky, safety-focused, and turbocharged heritage. Despite this, Saab never achieved the sales targets GM needed to justify the investment, consistently selling around 100,000 units annually globally when break-even was estimated to be several times that.
Following the 2008 financial crisis, GM itself entered bankruptcy and decided to shed "non-core" brands. In 2010, Saab was sold to Spyker Cars, a small Dutch sports car maker. This rescue attempt was valiant but underfunded. Spyker couldn't secure the long-term financing needed to pay suppliers and develop new vehicles. Production halted repeatedly due to unpaid bills. A potential lifeline from Chinese investors was blocked by GM, which refused to license its technology that was still used in Saab cars. This final blockage led to Saab filing for bankruptcy in December 2011.
The brand's assets were later purchased by National Electric Vehicle Sweden (NEVS), which aimed to produce electric vehicles. While NEVS built a handful of electric 9-3 prototypes, it never achieved mass production. Today, the Saab brand name is owned by the defense and aerospace company Saab AB, which has shown no interest in reviving car production. The existing cars on the road are supported by a dedicated network of independent specialists and OEM parts suppliers.
| Key Event | Year | Outcome |
|---|
| GM acquires 50% stake | 1990 | Start of platform sharing, dilution of brand identity |
| GM gains full control | 2000 | Further integration into GM operations |
| GM files for bankruptcy | 2009 | Announces plan to sell or phase out Saab |
| Sold to Spyker Cars | 2010 | Short-lived, underfunded revival attempt |
| Files for bankruptcy | 2011 | Production ceases permanently |
| Assets bought by NEVS | 2012 | Failed attempt to launch electric Saab models |
