2.135! That's how many articles have appeared on the blog in the past 43 months. Incredible ! And it was always about Saab. The blog - it was originally a joint project with a good friend - was not planned to this extent.
Especially not with economic articles, which dominated the reporting for many weeks. It was originally intended to go to our cars with a handful of items per month. The hobby in which we invest a lot of time, money and passion. Saabblog.net should become a source of information for everyone who has the Saab heart in the right place or who are interested in the brand. And, as a result, make the purchase decision for a new Saab easier.
The tragedy of the whole story: Saabblog.net, my first social media project, has become a success story. Although the brand no longer exists as usual, more and more people are reading this blog month by month. Which is difficult to explain. Or not at all.
On the other hand, we lost the company that we wanted to support in the beginning, in December 2011. Since then we have been waiting for good news - what feels like 100 years now. We endure the opaque history of NEVS, and still cringe when the brand suffers another blow. For example, if Saab AB collects the license to use the brand name, NEVS does reconstruction, layoffs are pending.
For several quarters I have been telling readers something about "patience"; a discipline that is not one of my strengths itself. Which brings us to the core of the article to keep the text compact and crisp. I'm loyal to the brand, as 43 months of blog prove, but I'm also impatient. Standing still or moving sideways, standing still, I can't stand that.
Seriously - what perspective does the brand have? People who are on wages and bread at NEVS see a future for the brand. Quite concrete, not that far away. With a new owner, no longer with the previous structures. Well, but with every meter that I move away from the Stallbacka site, the perception of the Saab future changes.
In southern Germany, with 1.200 kilometers away from Trollhättan, I only see the Saab future as an option among many. Possible, intangible, only proven by circumstantial evidence, with a certain temporary distance. Equally possible is the dismantling of the plant and the future of Trollhättan as a large open-air museum. Perhaps I am wrong, which I hope, but I do not expect the great dramatic output that will change everything for Saab, either from NEVS or in the near future.
Which brings me further to the Saab blog and its future. How should it go on? Blogging is hard but unpaid work, month after month. The constant hunt for topics and facts, all in a certain quality. A mission to keep the brand talking… but for what and why?
For a long time, regardless of the disaster at NEVS, I've been thinking about the possible perspective of saabblog.net, consulting with friends. The result of the talks allows two possibilities:
- It would be logical, given the current circumstances, to let the project fall asleep in peace. Many blogs that accompanied us in 2011 are now a thing of the past, but the world is still turning. Plus, all the great Saabs that I wanted to own have already rolled off the production line. And a part is in my garage.
What an option, and for me the most convenient solution would be. But there is still, with some blurring, a second possibility:
- The start of a new era. Quite drastic changes that would bring fresh ideas to everyday blog life after 43 months go through my head. A daring experiment, a new experience for the Saab blog team and readers. Also a risk because it doesn't have to work. After all, the morning espresso or cappuccino and the beloved daily Saab reading between 10.00 a.m. and 11.00 a.m. would still be safe for readers.
Okay, what I'm doing now is called "building an arc of tension". Not entirely fair, but at this point I'll interrupt my thoughts. What conversations and reflections have brought, what changes are coming, and whether the espresso and whatever is still possible with Saab reading…. ? I leave the readers with unanswered questions into the weekend. It continues on Monday ...