New Saab owners will launch their first model in 2014, without the famous griffin logo

Article by Christian A., on September 4, 2012

The plan of the new owners of Saab is to have their first model launched in 2014. These cars will still be named Saabs but they won’t carry the brand's famous griffin logo. After months of talks, an agreement was reached between electric car consortium and new Saab owner Nevs with regards to the Saab brand name and logo.

This marked the conclusion of the sale of the bankrupt Swedish automaker. Nevs’ Mattias Bergman told news agency TT that he is so “pleased” that the agreement has been inked and that it can now execute and implement the business plan.

The deal was reached between the electric car consortium National Electric Vehicle Sweden AB (Nevs), a joint venture between China's National Modern Energy Holdings and the Japanese fund Sun Investment, with the Saab Defence Group and truck manufacturer Scania.

This closes the purchase of the Saab brand for an unknown sum. The agreement also provides that the electric cars may be named Saab; however, the company isn’t allowed to use the old griffin logo, which is also used by the Saab defense and aeronautics group and Scania trucks. These had all been part of the same corporate group.

Bergman said that after the license deal was entered with Saab AB, the name could already be used as its brand. He added that Nevs is the name of the company and that the product is Saab.

The company said that the logo was not as important to the firm. He said that the company wanted a new company and a new image and that it was Saab they wanted. Nevs has yet to reveal what its new logo is.

While NEVS’s purchase of the assets of Saab Automobile AB -- including subsidiaries Saab Automobile Powertrain AB, Saab Automobile Tools AB and its Saab plant -- was announced in June 2012, the Chinese company wasn’t able to acquire Saab Automobile Parts AB, which remained in the ownership of the Swedish National Debt Office.

Initially, NEVS intended to build only all-electric vehicles, including an electric version of the 2013 Saab 9-3 model, as well as to continue the development of the Phoenix that would have replaced the 9-3. But since former Saab owner GM continued to refuse licensing of the technology found in the Saab 9-5 and 9-4X, NEVS failed to produce these models.

Just last month, Scania AB said that the griffin logo used in both its and Saab Automobile's trademark couldn’t be use on future Saab cars with NEVS being the owner of Saab Automobile.

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