National Electric Vehicle Sweden will finally put the Saab automotive brand out of its misery by pledging that it won’t use the company’s moniker on future vehicles. Development of the 9-3 platform into an electric vehicle will continue, but the firm will badge these models as NEVS, not Saab.
“With sincere respect to our history and heritage, we want to be recognized as ourselves – A sustainable mobility solutions provider who are committed to the environment with a focused growth plan with its own brand as a corner stone,“ NEVS President Mattias Bergman said in the company’s announcement.
Chinese investors own a significant portion of NEVS, and the firm intends to focus its electric vehicle business on that market first. The automaker has already formed partnerships there, too. For example, NEVS signed a $12 billion deal with Panda New Energy to supply 150,000 9-3-based vehicles by 2020. A separate $1 billion contract guaranteed 20,000 EVs to China Volant Industry Co, including the first deliveries in 2017.
While NEVS positions this change as giving the company a new beginning, the switch comes out of necessity. Earlier this year, the aerospace and defense contractor Saab AB revoked NEVS’ right to use the Saab brand name on cars or put the firm’s famous griffon logo on them.
Officially retiring the Saab name from cars is the best thing for the company. The famous Swedish brand has been in a zombie state since NEVS bought it in 2012. There have been occasional signs of life like briefly restarting production in Trollhättan, but the brand has obviously been dead for a while.
Source: National Electric Vehicle Sweden
Gallery: NEVS can't use Saab name on future products
NEVS launches its new trademark and sets off to shape the future of mobility
NEVS’ vision is to shape mobility for a more sustainable future by focusing solely on electric vehicles with mobility solutions built around them. To support this vision a new brand identity has been developed – NEVS.
NEVS will be the trademark of the company’s products including the first electric vehicle based on the 9-3 platform with start in 2017. That means that NEVS will no longer use the Saab trademark.
The automotive industry is changing rapidly to better fit societies struggling with pollution and congestion problems. NEVS intends to be in the forefront of this change.
With sincere respect to our history and heritage, we want to be recognized as ourselves – A sustainable mobility solutions provider who are committed to the environment with a focused growth plan with its own brand as a corner stone, said Mattias Bergman, President NEVS.
NEVS long-term business goal is set globally, with China as its first priority and most demanding market for the coming years. NEVS intends to build a strong footprint in China as a base for a global expansion, and continue to establish partnerships with forefront runners to shape the future of mobility solutions.
A number of framework agreements have already been signed, including a strategic partnership agreement with Panda New Energy to deliver 150,000 electric cars and another 100,000 electric commercial vehicles, as well as the collaboration with Chinese State Grid, the world’s largest electric utility company.
NEVS has a unique position by combining proven ability to develop and build high quality premium cars and at the same time the opportunity to build an automotive company for the future with new owners and partners specialized in for instance car sharing solutions and charging infrastructure.
I believe the tipping point for electric vehicles is very near in many key markets. We aim to contribute to a more sustainable city planning, and together with our partners such as State Grid and Panda New Energy jointly introduce a new business model for mobility, said Jonas Hernqvist, VP Sales & Marketing NEVS.
A transparent approach – with traits such as being inclusive, honest and genuine – is essential for NEVS, both in terms of behavior and visualization. From colors to imagery, our new brand design should always reflect our aim of shaping mobility for a more sustainable future.