Saab Brand Name Going Away for New Owner NEVS

NEVS will stop using the Saab brand name in its upcoming electric vehicles based on an agreement between the Chinese-owned company and Saab AB.

The reasons for reaching this agreement seem to differ. Former parent company Saab AB, which now focuses primarily on the aerospace industry, revoked the brand name from NEVS. NEVS (National Electric Vehicle Sweden) says that the decision not to use the Saab name on its upcoming electric vehicles was made to give the NEVS brand more recognition as a sustainable mobility solutions provider.

“With sincere respect to our history and heritage, we want to be recognized as ourselves – A sustainable mobility solutions provider who are committed to the environment with a focused growth plan with its own brand as a corner stone,” said Mattias Bergman, President NEVS in a company press release.

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Saab AB had been the parent company of Saab Automobile until 1990, when it sold the marque to GM. Saab Automobile had been through years of upheaval including Spyker Cars, the Dutch company that bought Saab from General Motors for $74 million in 2010, filing for bankruptcy. NEVS took ownership of Saab Automobile in August 2012, just three months after establishing itself in Sweden as a registered company.

NEVS had previously produced a small number of electric cars under the Saab name, most prominent being the 2014 Saab 9-3 electric car. NEVS plans to primarily serve the Chinese market at first, before catering for other global car markets later on.

NEVS is currently controlled by Sino-Swedish majority shareholder Kai Johan Jiang, who the company describes as a “biofuel industry pioneer.”