The blog started in 2011 and is now almost 8 years old. A long time - and a lot for a blog. Usually private social media projects last less than 5 years before they are stopped or gently passed away. Much has changed in recent years, and the basic conditions under which the blog was created no longer exist.
If in 2011 it was the pure survival of Saab Automobile AB, which we had made it our priority, then it was the continuation of the Trollhättan location. And with that, perhaps a comeback of the brand. All of that broke up. At the latest since the Chinese dismantled and shipped part of the plant, it has been clear that there will be no rebirth in Sweden in the near future.
Phoenix from the ashes, that was wishful thinking and fantasy. More hope and will, and it could have become reality, had Trollhättan found an investor like the brand in Gothenburg. Reality is merciless, and after more than 7 years the question arises of how to proceed. In the early summer of 2018, the blog team agreed that we would say goodbye to our readers at the end of the year. The daily struggle for readers and topics, the increasing effort with the shrinking number of readers and the budget, which wears everything down.
The years have been good, it was fun, but it's good.
That was the summer and our decision was firmly cemented. In principle, at least ... To my great astonishment, almost 2018 people still read the blog every day at the end of 2.500 - when an article appears. That's a lot for a site that reports on a brand that no longer exists. And which in principle can no longer generate great sensations. The small manufacturer from Trollhättan still has friends, and there are obviously people who like to read Saab.
Meanwhile, Mark and I are of the opinion that we want to hang on to it for another year. For the first time as an attempt, not as a promise. An attempt because it is not clear whether we can think of interesting topics for 12 months. Also because it is not certain whether we will get another budget together for 2019. And also because our automotive situation has changed. Mark is on the road with the other Swedish brand for work. I will change soon as my mileage increases. Mainly because it has become clear to me in the last few weeks that I don't want to “use up” a Saab for the big kilometers.
Saab, from a certain date on, that's a hobby and preservation and maintenance for both of us. Cars for leisure, sun, relaxed driving. 7 years after the end of the brand, and a step that many readers have already taken.
We will ask readers for a blog donation from next week. We do this once a year, in the hope that our work will be rewarded and that we can secure the site for another 12 months.
If we are successful with this, then we would like to go on the Saab Blog Mission together with our readers in 2019, and use the coming months to maybe distribute the blog responsibility on more shoulders and to rejuvenate the team. It is unclear whether we will succeed, but we think it is at least worth a try.