In December 2016 - almost exactly 5 years after Saab left the circle of active manufacturers - the last remnants of a big brand disappeared in the Stallbacka. Last week, the Saab logo was dismantled at the northern entrance.
A ceremony at the end of an epoch
During a small ceremony, Jonas Hernqvist, previously at Saab Automobile and now Director Sales and Marketing at NEVS, presented the famous lettering to the curator of the Saab Museum. Peter Backström was on site with a converted Saab 9000 van to transport the sign to the museum with helpers.
There it will find its new location on the open-air site. The Swedish press noted the event as the day on which the last Saab lettering disappeared from the factory premises. And yet had overlooked the second driveway, where an identical sign greets visitors. That still stands, but not for long. It will also be dismantled next Wednesday.
NEVS had called on Saab fans to post their memories of the globally popular motif on Instagram - as a well-intentioned, friendly gesture and as a small bow to the story. Peter Backström received a collage of the pictures from Jonas Hernqvist, two more collages were raffled among the senders.
And now? The fact that you have not dismantled the logos, put them on a flatbed truck and just driven away, speaks for a sensitive handling of the past. The new brand name stands for the dawn of a new era. The lettering on the driveway is both technically cool and valuable. It is compatible with the claim that NEVS places on itself. At the same time, it is a clear cut with the past. For now.
In the future, products for NEVS and the announced preservation and transcription of the Saab heritage must speak. We will see.
Saab is surprisingly durable
When a brand leaves the stage, it is usually quickly forgotten. We remember Rover, the brand that no one wants to remember. Or Lancia, another big old name. It's different at Saab! Again! The brand stays, and it turns out to be surprisingly durable. Which not only has to do with the announced return of Saab AB to the auto industry.
In Sweden, a strong annual decline in Saab sales was predicted for the German market from 2012. And was wrong! Sales of original Saab parts over the last 5 years can be described as stable, the decline is in a low, single-digit range. That in turn is amazing.
Germany is thus a very strong market for Saab. And also Austria. There, the small Swedish cult brand celebrates a revival this year with a rising sales of original parts. These gratifying developments are also due to the continuity in Eschborn, where reliability and long-term planning pay off.
Saab built long-term cars, Saab drivers like their vehicles. It also has something to do with sustainability and the knowledge that there will be no more supplies. Maybe you use your Saab more consciously and responsibly than it was years ago. With which Saab people would once again be trendsetters for an incipient rethinking.
However, the proven remains, the new is coming.