Saab Chairman Victor Muller admits he made a mistake with the redesigned Saab 9-5.
Global sales for the Swedish automaker's flagship are a disaster.
The company tried unsuccessfully to woo a wide range of Saab enthusiasts around the globe with the new 9-5 after the Swedish automaker separated from GM in February 2010.
The redesigned 9-5 is bigger and more powerful. The exterior styling gives the car a noticeable presence. Global sales finally began last summer.
But here in the U.S., total first quarter sales tallied a miserable 327 units.
"We could have done a better job" of marketing and introducing the car, Muller said during an interview at the New York auto show.
The car is completely different than the 9-5 that was replaced, he said.
But "we acted like nothing happened."