DETROIT — For the new owners of Saab Automobile to make money selling small numbers of cars across the globe, they have to return to the Swedish automaker's roots, industry analysts say.

Somehow, a consortium of investors led by custom sports car maker Koenigsegg Automotive must restore Saab to the quirky, cutting edge and reliable brand once favored by professionals who wanted to look smart rather than wealthy.

"It was seen as a discerning choice," said Tim Urquhart, senior automotive industry analyst with the consulting firm IHS Global Insight in London. "It was a professional's vehicle, a doctor's or an architect's. A quality vehicle, but not an obvious statement like Mercedes or BMW."

GM said Tuesday it has struck a tentative deal to sell the storied brand, which started as a Swedish aircraft maker. The sale is to include a $600 million funding commitment from the European Investment Bank, guaranteed by the Swedish government. More funding would be given by GM and the new investors.

GM gave no details on the financing but said the sale should close in the third quarter. GM initially will get no return on its investment and apparently will have no stake in Saab. If the new company turns a profit, GM could receive the $150 million in cash that Saab has left over from GM's ownership, plus the value of Saab's assets.

The lack of an immediate payoff for GM is similar to the position of Chrysler's former owners, New York private equity firm Cerberus Capital Management, which exited the Chrysler bankruptcy with nothing to show for its $7.4 billion investment.

Koenigsegg, a tiny company that produces only a dozen super cars a year costing more than $1 million each, was founded in 1994 by Christian von Koenigsegg, a Swedish sports car fanatic and entrepreneur who remains chief executive. Its factory and headquarters are at a former air force base in Sweden.

Analysts say GM, which bought half of Saab in 1990 for $600 million and the rest for $125 million in 2000, was unable to differentiate the brand from its other products or find a sales niche.

Von Koenigsegg, in an interview with Swedish television, seemed to agree, saying that the new owners would try to restore some of the brand's heritage while finding a place in the market between upscale and mainstream.

"This is neither a luxury or a people's car, but it has its own niche — a bit of postmodern comfort, sporty, but with environmental thinking," von Koenigsegg said. "We want to capture the Swedish aspect too. GM had a bit more of an international approach, and Saab drowned a little bit in that context."