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Saab Production Resumes in August, But Maker Still Faces Major Challenges

Putting the emotion back into a “passion brand.”

by on Jul.07, 2011

The first Saab 9-4X crossovers rolled into U.S. dealer showrooms this week.

With cash in hand to pay both workers and boycotting suppliers, Saab will re-start its Swedish assembly line on August 9th, the automaker confirmed, though company officials acknowledge Saab still has a tough battle ahead if it hopes to reverse the financial problems that nearly shut it down over the last three months of frantic deal making.

While the maker continues to look for additional revenue sources to help ensure it won’t run into another cash crunch, the upcoming challenge will be to not only resume production but get buyers back into the carmaker’s 199 U.S. showrooms, said Tim Colbeck, President and Chief Operating Officer of Saab Cars North America.

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“Our priority,” he said, during a small briefing for Detroit journalists, “is to instill confidence in the brand.”

There hasn’t been much of that in recent months.