Lars Olsson, Vice President for Technical Development, Saab.

But because of Saab's size and its comparatively small range (models: 9-3 and 9-5), meeting the disparate needs of many countries has to be something of a compromise, said Lars Olsson, Saab's Vice-President for Technical Development. "For example, in Asia, cars in Saab's class are often driven by chauffeurs, so owners regularly sit in the rear, where they expect plenty of space and comfort. In Europe and the U.S., that would be unusual. So that is a major design aspect. A relatively minor but important one is that in the U.S. drivers and passengers expect to find drinks holders; in Europe they would not necessarily do so. Saab is too small to design specifically for a market's needs so we try to put the requirements expected of our cars into a design to suit all markets, but of course there has to be compromise. Our design has to fit the needs of the whole world — but then everyone benefits from our cupholder!" In fact it is one of the neatest on the market; at a gentle push it emerges from its vertical, stowed position in the dashboard to rotate and deploy a holding structure, just a little like one of Saab's Gripen fighter aircraft breaking into an airfield circuit and lowering its undercarriage.

In many markets, Saab is seen as the type of car that makes a "statement," said Olsson: "It is saying of the buyer that he or she wants to be 'different,' and can afford to be so." Olsson regards meeting global vehicle regulations — notably crashworthiness and emissions — as a complex task ironically made easier by the U.S.A: "All models we develop are for sale in the U.S. and it is the 'driver' with regard to safety and emissions requirements both for the current and forthcoming legislation. When we meet what the U.S. wants, we meet what other countries want; there is no great variation in general terms. It is the highest common denominator with regard to legislation."

But one important factor does vary—fuel consumption requirements. With gasoline in the U.S. at $1.00 or less for a U.S. gallon, energy savings has a very different emphasis to that in Europe. For example, in the UK, an Imperial gallon of gasoline (one U.S. gallon = 3.784 L; one Imperial (British) gallon = 4.546 L) is typically five times that, while in Sweden it is four times the U.S. figure. Said Olsson, "In 1997, the Swedish Government required automakers in the country to reduce gasoline consumption by 25% by the year 2005. It means we have to think very seriously indeed about highly efficient engines and the development of lighter structures. When I look to the U.S., I see the issue of fuel consumption at such a level it does not really matter. So that is an example of where technology is dividing. Yet just as Europe benefits from U.S. emissions laws, so North America will benefit from Europe's move toward greater economy. But making a car weigh less may bring problems in meeting U.S. crash test requirements, so then we have a new international challenge. And there is the possible peripheral problem with a lighter car of a degradation of ride quality, which would not be acceptable on either side of the Atlantic."

While basic design concepts (sedan, station wagon, etc.) are acceptable internationally to varying degrees, Olsson again looks at U.S. trends with some concern. His impression at the North American International Auto Show this year was that vehicles are getting bigger in the U.S. while in Europe they are generally getting smaller. In Japan there remains a very wide span from extremely small cars to relatively spacious types.

"Car demands generally in the U.S. have become quite different from Europe, with pickup trucks and sport utility vehicles (SUV) sales now accounting for more than 50% of the overall market. In Europe, pickup trucks remain a rarity, so in this respect the difference between the markets on each side of the Atlantic is growing. From Saab's point of view, our new 9-5 Wagon will give us greater variety—but we are not planning a pickup version, "he explained.

So for Saab, global vehicle development has pluses and minuses. On the plus side is technological interaction and commonality, with vehicles developed to meet legislation in one market providing bonuses for another. But in design there may be a growing dichotomy between North America and the rest of the world. Because of the size and importance of the U.S. market, Saab cannot afford to ignore that trend, which is a big problem for a small international manufacturer. It could force the company to embark on some radically different design paths.

"In our favor, however," said Olsson, "is that we are half owned by General Motors and we are able to utilize many of their facilities and to call on the experience of many GM specialists in the U.S. and Germany. Like many motor manufacturers, the 21st Century will be a challenging time for our engineers and designers."