Our task was to use existing 9-3 package information to
design a new Saab model.
We were given presentations in Gothenburg and Trolhätten from Saabs’ Design, Engineering, and Marketing departments.
The academic requirements of the project were focused on the challange of designing to a package.
We were advised of the areas where it’s possible to modify the given package to allow greater design freedom.

           
       
           
Using the information provided it became clear that Saab was failing to attract younger buyers. The average SAAB buyer was said to be 40+
I set about designing a sporty, dynamic car to appeal to a user group defined as 'DINKYs'. My process lead me to what can only be described as a Crossover Coupe.
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This product matrix shows how I intended to position
the Saab model I was set to design.
I wanted to take the dynamic feeling of the acclaimed
M3 BMW and mix this with a practical capability
expected from my chosen target group.
I also wanted the concept to have its roots in Swedish
culture; Comfort, sportiness and all weather durability
were key demands.
   

After deciding on the Coupe/Crossover route, I sketched to develop the proportions and functionality. The aim was to add real useability to the load area of the vehicle.

 
 
             
 
           
I played around with ideas for a lift off/ slideable rear glass hatch. This would allow quick and simple
conversion to a fully functional pick-up bed with a drop down tail gate. All while retaining the desirability of a sleek sophisticated Coupe’ appearance.
 
< The series of side profiles shown here represent a
progression from sketch through ‘tape drawing’ and then on to a Photoshop rendering upon Alias curve
screen dump.
   
   
  One aim was to create an interesting new direction
for future SAAB front and rear identity.
This characteristic is of crucial importance for a
modern prestige brand.