SAAB is a cult! Loyalty to the brand with the royal griffin

The Saab story continues. Slowly but also the press takes notice of the fight for the Saab brand. The Time Reported on behalf of 123 articles about Saab, which appeared on Monday in the German online press. That was the Monday. On Tuesday there were 244 articles. It goes forward ! The story, when it comes to a happy ending, is unique. On the 19. December we were very far down, now it is constantly up, and we see a little more than the silver lining on the horizon.

SAAB is a cult!
SAAB is a cult!

It is not surprising. Because everywhere the events are in favor of Saab, and buyers are watching the market very closely. The loyalty to the brand is great and worth an article. Because what we have experienced in the last few months is not self-evident and is often due to the commitment of fewer people.

A snapshot of dealers, Saab drivers and employees of the Swedish car brand.

  • The Saab staff

On the 19. December was shift in the bay. Bankruptcy petition, the end of the era Muller. Before a nocturnal poker at its best. Ultimately came the categorical no of GM. Youngman, fearing to acquire an empty factory, withdrew.

For the Saab employees in Germany a particularly difficult situation. But even in this bad situation Saab and the blog were in a close exchange, we have witnessed the drama up close. A quick look behind the curtain. No communication with Sweden, everything in Trollhättan and the rest of the Saab world in shock. Uncertainty in all questions. In such a situation, 90% would have turned off the lights, locked the office door and sent the key to Sweden by mail. Not so with Saab! It was, without payment and without any security on further employment, further worked.

By the way, not only in Germany. It also continued in other European countries. "We stay until we switch off the Iphones"Was in the mail of a Saab employee, which I received in the said period. Also Jan-Philipp Schuhmacher, the German Saab boss, stayed on board. What was taken for granted by dealers and customers in this phase was not. Personal commitment to the brand, one contact person in Germany, ensuring the supply of spare parts.

Jan-Philipp Schuhmacher is the face of Saab in Germany, and he stands for the continuity that the brand urgently needs. His departure would have been fatal for Saab, the German market and the Saab partners, which he probably knows. There is no shortage of good deals with auto executives in these top positions, and it would have been a tempting and convenient way to change brands. He did not do it. He chose Saab and the challenge.

  • The Saab partners

Last week I was at Etehad in Hamburg. The team of Masoud Etehad is, I admit, one of my Saab lighthouses in the current situation. Etehad, like last year, actively sells the cars from Sweden. Imported at your own risk, organized the press, drums for Saab. But there is not only the Saab Lighthouse in Halstenbek.

After the first shock was overcome, many dealers remain true to the brand. As far as I know, almost all of the active Saab partners have signed the new provisional contracts with Saab Parts AB. This is Saab Spirit!

Etehad in Halstenbek is not alone for the true Saab spirit. Again and again I hear in mails from Saab partners with special commitment. The mobile forum in Dresden is at the forefront. From the neighborhood you hear some of the Saab center Leipzig and also in Gierten the Saab flag is kept up. Others work with soft tones, but very effective. Like the family Mucklbauer in Bamberg, where the bush drums announce only positive things.

That's just a small selection of my "positive list"The last 7 days. There are committed partners across the country, I can not name all who care about repairing our cars, getting new cars from Sweden, or restoring old Saab.

I have the impression that the "good"Stayed among the dealers. As a Saab dealer wrote in a mail. "We stick to it and in the worst case we sell used as long as possible ..

Of course that is not! I was really scared in the first few weeks of January that the dealer network was breaking up. That did not happen. A merit of the Saab employees and the Saab partner.

  • The Saab driver

All commitment is useless if it is not accepted. Also for the Saab driver was the 19. December was a shock, and many saw the end of the automotive dreams come. Over time, after the first shock, we have proven Saab fans stamina. Because of Saab drivers refuse and do not buy new Saabs. The opposite is the case. I think we can be proud of ourselves for a moment.

In Hamburg drive several new Saab through the Hanseatic city. In Upper Franconia, a new Saab 9-3x is coming to the streets through Saab Zentrum Leipzig these days. Friend Mark and several other Saab drivers who read the blog bought new Swedish cars for themselves or family members in the first weeks of the year. In the internet auctions, some Saab drivers have found and ordered their dream car. The Saab Zentrum Frankfurt has sold more than 10 Saab within a few days of being released by the insolvency administrator, and the estate will probably be empty in the next few days. This is just a small inventory and only the latest news of the last days.

Loyalty. The Saab employees are loyal. The dealers and the Saab drivers too. Saab is really a cult and that proves that there are many people beyond the mainstream. People who do not need to define their status via car. Saab drivers could if they wanted. But Saab drivers love understatement and timeless design from Scandinavia. That's why Saab, that's why Turbo. Performance on call.

The investors read along. The signals from Germany are clear and unmistakable. We are still here!


19 thoughts too "SAAB is a cult! Loyalty to the brand with the royal griffin"

  • Hi Tom,

    is there also a SAAB partner on your "positive list" in southwestern Germany (triangle TR - SB - KL), or do I have to drive to FFM / MZ?


    • Hello Phibo

      in Trier there is the dealership heart. Saab dealer in 2. Generation and I have to say, until now I was always more than satisfied with the service there !!!

      Greetings from Lxemburg

      • Thank you ... the nearby SAAB center was downgraded to a mere showcase by the affiliate GM dealer in Dec. 2009. Service is still offered, but you can sometimes "outrage" at a real SAAB dealer.

    • Hello Phibo
      I can only join the Wolli.
      I too am from Luxembourg and my car feels very well with the Hertz family


  • Hi Tom,
    I'll have to get in touch again to tell you that regardless of the unbelievable Saab story of recent months, one day you'll surely be rededicated to the great Saab Order of Merit. The tenacity but also discretion will succeed is part of the Saab phenomenon.
    Therefore, we will also be patient in the decision-making phase, hoping for a good end, without having to study the prospectuses of the competition.
    I wonder who will do the race. Then it will be exciting again.

  • I can only agree. After the Opel dealer here in the region left the "sinking ship" on the spot last year and today does not even offer a service to its former SAAB customers, the SAAB partner I trust has a cool head around here above all proven loyalty and is undoubtedly a trustworthy contact even in such difficult times. Respect and kudos!

  • That reads well! A nice snapshot of the current situation in Germany. Is not pleasant every day to read business speculation and conspiracy theories.

  • I'll get in touch because SAAB fan you can already get the hangover, after the last months. I am all the more pleased that the SAAB boss did not throw in Germany. My respect and thanks to Mr. Schuhmacher and his staff.

    Greetings Frank

  • At this point a big praise from Tyrol. We follow the action. Our only remaining dealer (Auto Meisinger) has not had SAABs for months. Since the consumption of SAAB, demand has also increased among us. But the remaining SAAB friends are probably also faithful to us. A high on the dealers who hold out in these tough times.

  • Hi Tom,

    thanks for this, again, very well written article ....

    Can only join me ... SAAB lives, in the mobile forum Dresden anyway zwar in Leipzig in Erurt are hardly to see SAAB's (except all the staff SAAB's) 😉 but the team is ready ... only in my city ... it It's a shame ... but it does not matter ... but there are still!

    So ... now, thick jacket on ... and the tarpaulin of the SAABine down ... it is 6Grad plus ... Top without driving is announced !!!!

    A sunny Wednesday ....

  • Another advantage of being taken over by a car company (preferably one that can be considered established in Europe and also North America) would be that you can rely on a well-developed dealer network. For most SAAB would then probably be the secondary brand, but at least better than such a network again awkward to build away from the drawing board, as it would probably be the case of a takeover by Youngman, Brightwell or Mahindra the case.

    PS: Does a car built by M & M actually dissolve in the rain? 😉

  • Hi Tom,
    thanks for this article! Although I have never doubted a future for Saab and with the upgrade to a 9-5II and a new 9-3 SC for my wife also made my modest contribution. Here in Zurich, too, we are still in the best of hands at Hirsch. I just hope fervently, that the addressed by you silver stripe on the horizon soon concretized and not turn out to be a mirage. Would not be the first time, where your blog was so since always reluctant when it came to the spread of rumors, conjectures and fantasies.
    It remains exciting and the daily repeated visit to the blog will probably continue for a while.
    I'll do it like Alex and now go in the garage times to take a look under the winter tarpaulin ... ..

  • Hi Tom,

    very good article, which makes our situation very clear. I fully share their consideration of JPSchuhmacher. Even at our meeting in Leipzig, I felt, the man is burning for our Marke.Ich he still cheering from the car and get out shouting loudly "Saab is selling ...!" Unfortunately, nothing came of it through GM. Who knows what it was good for.
    I'm sick and just read the book "Spirit of Saab", just great. Should each Saabfahrer / in the nightstand have (to read together in it)
    Many greetings.

  • CMD ... nothing in the garage ... I'm driving a round ... open! 😉

    Wolfgang ... the book is really good, I have also there ... and what Herr'n Schumacher regards ... I would not have better wish Mister SAAB Germany and imagine ... the man very well!

    PS: Well ... Tom, of course ... but he should do press officer! 🙂

  • Hi Tom,

    When is the broadcast date at VOX (report on the SAAB cars from the dealership Etehad?

    The two beautiful classic cars (SAAB 92 and SAAB 96), which are for sale there (or stood) will hopefully be on display.

    Greetings from Schleswig-Holstein

    • Hey Julie

      The date is not yet, but is guaranteed to be published here before. The two vintage cars remain with ETEHAD and are not sold. What I like and I think the pain of separation would be too big ... 😉

      Greetings from northern Bavaria (... almost Hesse)!

  • 🙂 Even the picture newspaper 🙂 has it today on page 1
    Heading for SAAB are interested in 14 !! Applicants.
    So now it gets the simple people plugged in to SAAB's turn.

    Best regards

  • In Nordhorn, with family Snippe and their employees, who are already over 25 years saabists, one is also in good hands. Thanks for Saabblog it's a refreshingly nice address.

  • Something positive, at least it sounds like that. But I believe that it will continue. That's why at 3. December bought a 9-5er Aero Combined and thus completely changed the fleet to Saab. After our Volvo V70 is gone, there is now an 9-3er convertible (yellow, year 98) in the carport. If so, yes. And it's a nice feeling when addressing a stranger motorist in both types and say "Nice car, take good care of it, who knows how it goes with Saab." Oh man, would all the quiet admirers once bought a Swede, instead German truism or Japan affinity to operate. What the hell, "Let's go, weida."

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