Saab Jan Åke Jonsson, Managing Director Saab Automobile AB

Saab’s role within the GM brand portfolio Upper Conservative Segment Progressive Modern Mainstream Postmodern Segment Traditional Mainstream Socio - Critical Segment Counter Culture Underprivileged Segment Traditional Blue Collar Segment Upper Class Upper Middle Class Middle Middle Class Lower Middle Class Lower Class  SIGMA 2004 Social Status "To preserve" Subjectivism " I - am – me" TraditionalModernPostmodern Status, Property, Self-indulgence "To have, to consume and to indulge" Value Orientations Social Climber Segment Upper Liberal Segment Conventional Modern Mainstream SIGMA Milieus ® in Europe 2004

The Saab Brand Our Roots  Innovative  Aircraft Heritage  Scandinavian Origin

The Saab Customer  Globally consistent customer profile  Premium – highly educated, high income, professionals  Modern individualists  Active people, high interest in sports and adventures  High interest in protecting the environment

Independent Thinking Innovative Aircraft heritage Scandinavian origin Historical DNA 2. Sporty, Driver Focus 1. Progressive design 3. Responsible Performance Uncompromised Product Enablers The Saab Brand – Product Vision

Saab BioPower. Fuelled by nature.

Why is BioPower relevant to Saab?  High customer relevance – Saab customers appreciate performance, but are keen to be able to consume it in a responsible manner  Innovation – a tradition of challenging conventional thinking.  Saab turbo heritage – high performance and good efficiency. BioPower utilizes the same recipe  Scandinavian brand – high social responsibility and care for the environment

Sporty with Driver in Focus  Built around the driver with intuitive cockpit interior  Chassis tuned for involved sporty driving  Clear and precise feedback to the driver  Powerful and sporty sound

Responsible Performance  Performance cars  Focus on Turbo  Lower displacement engines  Reduced impact on the environment – BioPower foundation  Real-life safety

Saab Brand Center  Strong, uniqe and consistent Saab brand  A cross functional team of 120 people  Securing the long-term success and strength of the Saab brand and products  Leveraging the expertise ans support from GM