Let's talk about the blog today, because it's time to look back and one into the future. Saabblog.net launched 2011 in February with the basic idea of supporting the Saab brand with experience and test reports on Swedish cars. The idea may have been good, but in March, the tapes faltered, and what the then Saab CEO Victor Muller flowery as a "morning cold"Was soon to turn out to be pneumonia, which never left the patient.
The actual blog target was - for lack of new cars - put on hold for now. Perhaps this would have been the right time to plug the young project and look for another, more meaningful pastime. But once it was a farewell difficult, because there was now not only the brand, but also friendly and moral loyalties. So it came to the idea, at least continue to write, until - as a minimum target - the tapes run again or until the key in the factory gate for the last time would be reversed.
Writing for Saab - not easy ...
It's not easy to write about a brand that does not build cars anymore. About a situation where there were always new rumors and information. Something I do not like and which annoys me after almost three years. An environment where it is difficult to distinguish between truth and desire every day, especially if you are a fan of the brand. That sometimes I was wrong with my forecasts ... the readers will hopefully see it to me.
Actually, such a project has little chance. And yet - in this environment, the delicate Blogpflänzchen developed well despite all obstacles and is, although in German, read more and more international. One of those strange effects that can only be described with the "Saab Factor".
The Saab factor - or what?
The brand is dead and yet more alive than ever. The interest in the vehicles and the history is great. And when longtime Saab drivers migrate to other brands, then new, young fans are added, who are at least as enthusiastic about the cult brand as those who have been there for decades. Some of the emigrants continue to read the blog regularly and write mails to the team, even though they drive a Gothenburg, Wolfsburg or Ingolstadt bike as their daily car. Some still have a Saab in the garage, which is then the car for nice weather or for leisure.
Back to the brand - that is what most of the alumni want. If there are new cars or if sometime a new big Saab in Sweden runs off the tapes. The fact that the number of visitors to the mishap in Sweden has remained stable over a long period of time and is now on an upward trend is understandable with this background. Once Saab, always Saab! The brand does not let anyone go. What the marketing departments of other manufacturers define as a brand experience and want to create a lot of effort for their customers, is a given at Saab. I call it the Saab factor.
Stage goal reached - the tapes are running again
For several weeks, the tapes are running again. Very slow .. but a small number of new vehicles was built. Not yet in the new design, but to test the production facilities. In Sweden, you are on the right track, in the felt slow-motion speed. Maybe ... Because even though the news is positive, there remain open questions and doubts. There's the engine question, there's the concept with electric cars and an unknown sales strategy that makes the future blurry.
The start of production of the revised 9-3 should be only weeks away. In small quantities and certainly not for sale to the customer. It's the test run before it gets serious, but we'll see the version that 2014 will be in the showrooms. Exciting!
Blog Future - open ...
Of course, the future of the blog and the desire to write are closely related to what happens in Trollhättan. How NEVS will set up when production runs, and what will happen in Germany ... or not. Because writing, especially for Saab, also means surviving crises. The farewell article was already written - it was not long ago - and ended up in the trash.
If Saab 2.0 can make it out of the ashes like the Phoenix, then we could finally write more about cars and less about economics. Could test new cars, what an idea after years of drought! The blog would have a goal, the blog team and the readers more fun. Because, according to Loriot, a life without a blog is possible, but not so entertaining.