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.
The members of the Saab Service Club were happy on Friday. You received the latest issue of Saab Inside as a download. Full of short reports from the almost expired Saab year. Contributions from the IntSaab 2017, the Sachsen exit and the Saab Rallye Team Wagenheimer can be found in it. There is also an interesting interview with Jan-Philipp Schuhmacher, Managing Director of Orio Deutschland GmbH, about the challenges and strategies involved in engaging with the brand.
And the Saab Inside also provides important information about the Saab loyalty booklet. The subscription to the magazine is free of charge and is one of the advantages of being a member of the Saab Service Club. If you are not yet a member and would like to be one of the first readers in the future, you can register online.
Saab staging 2013
It was 4 years ago on Saturday. It was December 2, 2013 when NEVS staged a restart in the old Saab factory. However, we didn't realize at the time that it was a big show in the game for Chinese investor money. We wanted to believe in a reboot of the brand and NEVS provided the stuff dreams are made of.
4 years later, NEVS has not become what it should have been. Not a big provider of electromobility. So far, it has not even been enough to create one's own product. The pre-production phase in Tianjin is due to start this week and shows where the journey is headed. 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?
Nevertheless, you can think about what would have happened if ... If it had worked with the restart in 2013, and if the Saab letters were still shining at work on the Swedish night today. Would Saab have become a cult or just a brand with Chinese investors? An interesting question.