2010 Saab 9-5Enlarge Photo
Chris McKinnon, Saab’s global product manager, says that customers will initially receive images electronically (possibly in a text message) as their vehicle reaches specific milestones during the production process, such as when the body and drivetrain are joined together. McKinnon further explains that live streaming could eventually be used. Customers will then be able to collect their vehicles from the factory in Sweden as early as next year.
In giving the buyers a window into the manufacturing of their vehicles Saab hopes to achieve two goals. Firstly, the automaker wants to put more emphasis on the customer and the customer experience now that they are no longer owned by General Motors. Secondly, Saab hopes that this emphasis on individualization and personal experience will help facilitate a shift towards building cars to order (similar to BMW’s new strategy) rather than relying on the “build it, and they will come” philosophy used under GM. It’s too early to tell whether the camera gimmick will help them achieve these goals, but it’s an awesome idea either way.