Can Steve Shannon win over Saab snobs?

He's been on the job less than a week, and already Steve Shannon is under the wary, watchful glare of quirky car buffs known as Saab-ophiles.

Since Monday's announcement that the former Buick chief is taking over General Motors Corp.'s premium Swedish Saab brand, owners have been buzzing with advice, worries and warnings.

In the words of Saab fan and blogger Steven Wade: "This ain't Buick, kid."

Shannon is well aware of his new constituency's intense feelings and says he's no fool when it comes to fancy European cars.

On Thursday, he posted his own blog recognizing "fear and skepticism among the Saab community."

Shannon went on to note his 25-year track record at the world's largest automaker, which included three years marketing GM brands in Europe.

"I know what works and what doesn't," said the Harvard grad and Boston native. "And I know how to get things done."

Shannon, 48, replaces Jay Spenchian, who took over Saab two years ago and ushered in the "Born From Jets" ad campaign. Spenchian, in his new job overseeing GM's North American sales, marketing and revenue, will still weigh in on Saab.

The Buick gig was far from a breeze for Shannon, a classic car buff who owns a 1964 Buick Electra 225. While he presided over Buick's fast-paced growth in China, the 104-year-old brand's sales continued to slide in the United States. Shannon also oversaw the creation of Buick's most important vehicle in years, the Enclave crossover SUV.

Saab, meanwhile, posted its strongest year worldwide in 2006, growing sales by 5 percent compared with 2005, even as its U.S. sales fell about 5 percent.

Shannon says he knows Buick and Saab are very different.

Buick is loved by many an aging Midwesterner. Saab is embraced by hipster East and West coasters -- a demographic GM desperately wants.

"Saab owners are a passionate group of people who love the brand," Shannon said Friday while in the midst of a whirlwind trip visiting Saab dealerships in Atlanta and Florida. "I wanted them to know that I have a lot to learn but that I care."

GM riled some Saab fans when it decided to base the brand's 9-7X SUV on the Chevrolet TrailBlazer. But loyalists, who boast at least 58 owners clubs worldwide and numerous blogs, seem to be willing to give Shannon a chance.

"Steve, the Saab community is one of the most passionate online motoring communities there is," Wade, a Saab owner from Australia, wrote in his posting. "A small brand like Saab doesn't survive without passionate support."

The owners' bigger concern is GM's regular shuffling of the brand's management.

"We're happy with the products that are coming out; we'd just like a little more continuity in personnel," said George Basehore, of Middletown, Pa., who has owned dozens of Saabs since buying his first one on 1961.

"We don't know a thing about him."

Alan Fein, vice president of the Saab Club of Tampa Bay in Florida and owner of three Saabs, said GM's "revolving door" approach to Saab management makes him uneasy.

"This is never good at any company," he said. "It makes for insecurity. I do not know Steve Shannon. I believe that he comes from Buick, which is known as GM's 'Geezer Pleaser' division."

Shannon seems to be catching a break from dealers, though.

"Steve has got European experience -- he understands that part of the business," said Patti Hamilton, director of marketing at Schumacher Saab in West Palm Beach, Fla. The Schumacher chain also operates Buick stores.

"And he's very focused on the dealers, who are in turn focused on their customers."

You can reach Sharon Terlep at (313) 223-4686 or sterlep@detnews.com">sterlep@detnews.com.