Saab decision on Frankfurt Motor Show

Saab has decided that the company will not be present at the 2011 Frankfurt Motor Show.

Presence at the show requires resources that Saab are currently allocating towards the restart of production in Trollhattan. Whilst it would be desireable to be at the show to help further Saab’s global presence, it is not considered an appropriate use of resources at this time.


And some thoughts to add some context…..

There will be some consternation and hand-wringing over this announcement. Of course, it’s quite regrettable that we can’t be at Frankfurt. It would be great to be there and show our vehicles off to the world’s press and visitors to the show. We do have new vehicles to show there, too, cars that will be significant for us in various markets around the world (more on those here).

Right now, though, an exhibition at Frankfurt is just not doable and out of respect for our various stakeholders, it would have been very irresponsible to allocate resources in this direction at this particular time.

We need to get back to being a car company first, which is what we’re doing. There are a number of motor shows coming up in quick succession after Frankfurt and we can get back on that wagon pretty quickly when circumstances allow it.

You may also like


  1. Very sad! Was hoping to see some new stuff Saab is working on, like a concept of the successor to the 9-3, but fully understand the decision given the situation..

  2. Perhaps a Saab Snö Hus somewhere near the show?  Getting production running again is unfortunately more important than selling cars and promoting the brand right now.

  3. This is definately the right decision.  Yes, I’d love to see the new Saab products coming down the pipeline but I’d rather see production started again.  Perhaps we’ll see Saab at one of the future auto shows.

  4. A bold and eminently sensible decision which displays a sensitivity toward those who rely upon Saab for their future. 

  5. Correct decision. When the dealers in Germany have no Saabs in stock which could be sold, the money would be burned. Actually its better to supply the dealers with cars and informations.

  6. What Saab should do is to let 30 guys/girls (with Saab insight skills of course) with each a brand new car of different versions and let them drive around the Frankfurt exhibition area to draw some attention. There will most likely be some articles written.
    If handled carefully, it could turn out quite well. If not handled carefully, it will probably just be  embarrassing.