In December 2016 - almost exactly 5 years, after the departure of Saab from the circle of active manufacturers - disappear in the Stallbacka the last leftovers of a large brand. The Saab logotype was dismantled on the northern driveway last week.
A ceremony at the end of an epoch
At a small ceremony, Jonas Hernqvist, previously at Saab Automobile and now Director Sales and Marketing at NEVS, handed the famous signature to the curator of the Saab Museum. Peter Backström was on hand with a converted Saab 9000 van to transport the shield into the museum with helpers.
There it will find its new location on the outdoor area. The Swedish press noted the event as the day the last Saab lettering disappeared from the factory premises. And had smoothly overlooked the second driveway, where an identical sign welcomes the visitors. It's still standing, but not for long. It will also be dismantled this coming Wednesday.
NEVS had called on the Saab fans Instagram to post her memory of the globally popular motif - as a well-intentioned, friendly gesture and as a little bow to history. Peter Backström got a collage of 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 no one remembers. Or Lancia, another big old name. Saab is different! Again! The brand stays, and it turns out to be surprisingly durable. Which is not just about 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 onwards. And was wrong! The sales of original Saab parts during the last 5 years can be called 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.