The new Saab Inside is here! And it's about looking back at a Saab staging that took place in the old factory in Trollhättan. What do both have to do with each other? Nothing, and maybe everything.
On Friday, the members of the Saab service clubs looking forward. They received the latest issue of Saab Inside as a download. Full with short reports from the almost expired Saab year. Contributions from the IntSaab 2017, the Sachsen exit and the Saab Rally Team Wagenheimer can be found in it. Also an interesting interview with Jan-Philipp Schuhmacher, CEO of Orio Deutschland GmbH, about the challenges and strategies in the commitment to the brand.
Saab Inside also provides important information about the Saab loyalty book. The subscription to the magazine is free and is one of the benefits of membership in the Saab Service Club. If you are not there yet and would like to be one of the first readers in the future, you can go online register.
Saab staging 2013
It was 4 years ago on Saturday. It was the 2. December 2013, as NEVS staged a reboot in the old Saab factory. However, we did not realize at the time that it was a big show in the game about Chinese investor funds. We wanted to believe in a brand reboot, and NEVS provided the stuff dreams are made of.
4 years later, NEVS has not become what one would have wanted to be. Not a big provider of electromobility. Not even for your own product has been enough. The pre-production phase in Tianjin is set to kick off this week and show where the journey is heading. To China.
The car brand Saab, however, has mastered the last 4 years amazingly well. Even without NEVS, or perhaps because of that, it has become a cult. Our readership is rising slightly, and that of subscribers too. Amazing ! And that in the year 6 without new cars. Where is there comparable?
Still, one can think about what would have been if ... If 2013 had worked with the reboot at that time, and if today the Saab letters still glow at the factory on the Swedish night. Would Saab become a cult or just a brand with Chinese investors? An interesting question.