The GM brand has taken an immense beating the past months. At least in Sweden. The handling of the Saab division within GM is of course of greater interest in Sweden than in other parts of the world. But to any one who has followed the many turnabouts in the Saab story lately GM looks indecisive and in lack of leadership and strategy. Or even worse GM can be seen as scheming and deceptive. Missleading everybody as to its true intentions.
As always we who are not part of the process may percieve things differently than people who have the full picture. But through this process – starting with Koenigseggs bid for Saab Automobile up to Spykers current bid – GM has had one main message: “We’re closing down Saab” but has at the same time been involved in a number of negotiations with bidders for Saab. Merbanco and Genii Capital to mention a few that have been named recently.
And while media has speculated as to why GM says one thing and does another GMs Public Relations department has been sitting around idly archiving clip after clip.
It has been suggested that GM has a hidden agenda beacuase it has turned down offers from bidders whom others have judged to have the necessary financial strenght. It has been suggested that GM does not want to sell Saab at all because they don’t want Saab to compete with primarily Opel. It has been suggested that GM will not sell to anybody with russian interests among the owners because it doesn’t want certain technology to be available to the russians. It has been suggested that GMs filibustering really only is a way to raise the bids.
GMs lack of communication has left these allegations undisputed, making GM look passive and uninterested in achieving a solution where Saab remains as a car manufacturer and as an industry of great importance to Sweden.
A proactive communication could have resulted in a very different picture. A picture of a company that has been forced by the turn of events and by the direct intervention of the US government to sell or close down Saab where selling Saab Automobile is the main goal – the desired solution. A picture of a responsible and compassionate company.
Sweden isn’t a big market, so it may not be a great loss to GM. But it will take years before GM will sell anyting again in this country. And what may be worse for GM any one who considers doing business with GM will think twice.
