SAAB Talk: Everything - except ordinary

Saab is a cult. But can stickers be cult? Since the beginning of the Saab autumn campaign countless mails arrived at the blog team. Not only from Germany. Also from Belgium, Switzerland and the Netherlands. Everyone wants the stickers from the Saab Bekenneraktion. Meanwhile, I admit, I threw in the towel and no longer answer the questions. It just comes too much. The blog has no Saab stickers to distribute, our team is a customer with the respective Saab partner, just like everyone else.

In Eschborn, at the German branch of Saab Parts AB, the first edition of the “Saab - more than a car” adhesive is out of print. All stocks were distributed to the participating dealers of the brakes and autumn / winter campaign. The industrial radio reports that you are considering a second edition.

Saab extraordinary?

When we think about Saab for a moment, you realize how extraordinary the brand is. And of course, everything that has to do with it peripherally. Normally, after a business crash, the dealers unscrew the signs, the spare parts business is sold to the highest bidder and that's it. We do not even want to talk about any marketing campaigns or dealer support. Everything is different at Saab.

In recent months, Saab Parts AB in Nyköping has stabilized its international business and created new companies or bought former Saab branches from the insolvency administrators. This is currently happening in France, Italy and Spain.

In Germany, for the first time since bankruptcy, an offensive marketing campaign has been launched and an advertising agency has been hired. The first successes are visible. Saab appears with positive reports in the media.

New service partners?

Saab spare parts can be bought from Saab Parts AB. You can, but you don't have to. Because there are several alternative sources. Without wanting to write about originality and quality now - a difficult topic that the friends of Saabsunited first tried ... But there are good reasons to stay with the original and with the authorized partner! Parts AB operates the helpdesk in Trollhättan, which is not only indispensable for current Saabs.

A few weeks ago - I was in Bamberg for an inspection with my Turbo X - a Saab 9000 was in the yard. It came on the trailer from the well-known workshop chain with the three letters. This had tried, unfortunately unsuccessfully, on the immobilizer. With the result that nothing worked. Embarrassing ... The Saab was standing. Up on the trailer. With the help of Saab expertise on site and Trollhättan on the phone, the 9000 ran again in the afternoon.

Former Saab partners have recognized that life is better with Helpdesk and Saab Parts AB. Presumably also that you can benefit from the marketing activities of the Eschborn-based company - there will certainly be more to come. A few days ago an email with a request to get in contact with Eschborn landed on my desk. A previous Saab partner would like to be re-authorized.

Apparently not an isolated case. A short time later, I phoned a Saab Parts sales representative. He just came back from an appointment with a former Saab Service Partner, who is still holding the flag of our cult brand. The dealer, he is quite well known and dedicated, which is why I do not want to give the name, wants to go back to the family.

Is that normal? What is normal at Saab ... The cars were always a little bit different, the dealers and customers too. Saab Automobile AB filed for bankruptcy in December. The factory has now been sold, the brand name can continue to be used, and cars may roll off the assembly line again in 15 months. Meanwhile, the fascination with the brand, which has had to go through a lot in recent years, seems to be increasing.

The signs are good for us. There are traders who unscrew the shield with the griffin. Unfortunately ! But there are also dealers who have recognized that it makes sense to offer service for our cars. So there are some who join in, and those are the perpetrators of conviction. They stick with it in the long term. Guaranteed !

Text: tom@saabblog.net

Image: saabblog.net