"Just getting new product into the pipeline is a biggie," Colleran says. It is preparing for a full-blown launch of the 9-5 model next month, which will compete primarily with the Audi A6. There will be dealer and consumer events, as well as TV and print components. The company is also using social media to fight the perception that the brand is gone, and it knows it needs to instill confidence in consumers about the viability of the brand.
Saab is, in fact, gearing up for several additional launches. "Two years from now, the oldest product on the showroom floor will be the new 9-5," Colleran says. "What an amazing change."