After 10 years of owning half of Saab Automobile AB, General Motors has exercised its option for the other half. GM now has an opportunity to make the most of Saab.
The luxury and performance markets have blossomed with the boom economy of recent years. But Saab has not kept pace. It's a vision thing. Saab still fields only cars.
Moreover, Saab cars are sharing parts with Opel. Saab's best marketing tool, its Swedish heritage, is being diluted by GM cost-cutting.
With 100 percent control, GM can start fresh. First, broaden the lineup. GM is giving Saab a version of the Buick Rendezvous, a good first step. If Porsche and BMW can add sport-utilities, so can Saab.
And keep the Swedish look and hardware. Adding Saab fighter planes to the TV commercials is not enough.