Monday morning. Working on the MacBook, Twitter running in the background. The week developed splendidly until I noticed a tweet with the well-known brand logo. What's going on in Sweden, I think and start reading…
The bankruptcy trustee of Saab Automobile AB sue suppliers for repayment of allegedly unduly received payments. In the current case, this Monday, they pull against IAC and demand 91 million Swedish Krona. The background is the in the meantime established insolvency, which on the 6. April 2011 and subsequent payments to important suppliers.
IAC is one of them, and the company will be forced that day 49 million crownsto transfer around € 5.2 million to the bankruptcy estate. Saab is - again - with a negative topic in the press, probably also in the Swedish news. IAC, it can be assumed, will not remain the last case. Other former suppliers, including smaller medium-sized companies, could also get caught in the crosshairs of lawyers.
All at once I understand NEVS
The process has no end, the bankruptcy trustees have found a life's work and a good livelihood. The following Tuesday, they demand 15 million crowns for further work; 250 million have so far flowed into the process. A conclusion is not in sight; the proceedings may take many, many years. Against this background, which investor would be willing to invest in the Saab brand name?
Racquets from Sweden continue to damage the brand
Rebuilding the brand would cost millions. Euros, not Swedish krona. There are a million Saab drivers, a nice percentage of them who really stand behind the brand. Many and yet too few to see that as a foundation. Reintroducing Saab to European markets and North America would be a task for years. A long-term mission, repeatedly sabotaged by ricochets from Sweden, from a process that never ends and that repeatedly sends the Saab logo - garnished with bad news - around the world?
Because, let's not kid ourselves, the world is small and round. What is a topic in Sweden today can be a big hit tomorrow on a blog in China. Or anywhere else in the world. The word Saab, repeatedly burdened by the bankruptcy scenario in Sweden - you can not bring a brand back to the world.
We only know the semi-official statement from NEVS on the subject. The license costs for the trademark rights should have been the important point. I imagine the endless process in Sweden was another. I can understand NEVS well this week. Even though I would like to celebrate with the readers the rebirth of the brand. Under these circumstances, it will probably be nothing.