Guardian of Saab's future

It didn't take long.

After Steve Shannon was named general manager of Saab USA this spring, he was quickly reminded of the Saab brand's uniqueness.

"A blogger, I think he was from Tasmania, immediately made a post on behalf of Saab owners," Shannon said. "The gist was, 'You're working for us now, and you better take care of our baby.' "

Fortunately, Shannon already knew that. He grew up in Pembroke and graduated from Silver Lake Regional High School and Harvard University.

"I spent a lot of time in this area so I'm used to seeing a lot of Saabs on the road," he said.

He was back in Boston last month to meet with local dealers and took time to make his maiden media appearance, addressing the New England Motor Press Association.

It was a logical first stop. The New England market accounts for 40 percent of Saab's sales in the United States. But Shannon wants to see more of the cars around the country.

"I want to see them in Atlanta and Houston, too," he said.

Shannon, 48, most recently was general manager of Buick, fueling the concern in the Saab community that its beloved brand was going to become just another GM division. He says that's not going to happen. Saab, which was on the verge of going out of business, actually cleared its biggest hurdle when GM bought it, according to Shannon.

"It's a perfect fit at GM for a number of reasons," he said. "First, Saab brings us almost 100 percent 'plus' business, sales we wouldn't have had otherwise. Second, it's GM's only premium European brand, and third it's now GM's most recognizable global brand."

Saab joins Cadillac and Hummer as GM's premium names.

"It's hard to see much overlap in those buyers," said Shannon.

Saab, celebrating its 60th anniversary, has sold more than a million vehicles in the United States -- and 4 million worldwide

"Our research shows that the Saab buyer, globally as well as in the United States, is remarkably similar demographically," Shannon said. "He or she is the youngest buyer in the entry-level luxury segment, the best educated, and passionate about the brand."

This summer, Shannon will have a chance to see what's out there for classic Saabs when the company hosts the 25th annual Saab Owners Convention in Troy, Mich., from Aug. 23-26.

"I'll be able to mingle with the most passionate owners in the country," he said.

He'll also be able to share some of Saab's plans with them. And they don't include producing a diesel model.

"We can't make a case for a cost-effective diesel yet," he said, "but we have a big flex-fuel (mixture of gasoline and ethanol) initiative going both in Europe and the US."

He also predicted an all-wheel-drive Saab.

"I don't think it will be across the board like Subaru's," he said, "but rather as an option. There are many areas of the country where traction control and stability control are sufficient and where all-wheel drive won't sell."

As for future design, he recommended Saab fans check out the Aero X concept car shown at the 2006 Geneva Auto Show.

"Changes used to be more gradual," he said. "Then Chrysler blew up that model with the 300 sedan. Saab will preserve its heritage, but future changes might not be so subtle."

As for the Saab heritage, Shannon says it's in good hands.

But he will feel pressure to use some GM parts in Saabs, as GM looks to save money through consolidation.

"If we can share under-the-skin parts and global architecture, we will," he said. "The toughest part is knowing when to say 'no' and keep the Saab brand's uniqueness."

If Shannon has any doubts, Saab fans will set him straight.