The blog launched 2011, it's almost 8 years old now. A long time - and a lot for a blog. Usually, private social media projects last less than 5 years before being hired or falling asleep. Much has changed in recent years, and the basic conditions under which the blog was created no longer exist.
If 2011 was the pure survival of the Saab Automobile AB in the beginning, which we had set ourselves, then it was the continuation of the Trollhättan site. And maybe a comeback of the brand. It all broke up. At the latest, since the Chinese have dismantled and shipped part of the plant, it is clear that there will be no rebirth in Sweden in the near future.
Phoenix from the ashes, that was wishful thinking and fantasy. More hoping and wanting, and it could have become a reality, Trollhättan would have found an investor like the Gothenburg brand. Reality is merciless, and after more than 7 years, the question is how to proceed. In the early summer 2018, the blog team agreed that we say goodbye to our readers at the end of the year. The daily battle for readers and for topics, the increasing effort with shrinking readership and budget, which wears everything down.
The years have been good, it was fun, but it's good.
That was the summer, and then our decision was firmly cemented. In principle, at least ... To the great astonishment read however at the end of the year 2018 still nearly 2.500 humans daily the blog - if an article appears. That's a lot for a site reporting a brand that no longer exists. And that in principle can no longer start with great sensations. The small manufacturer from Trollhättan still has friends, and there are obviously people who like to read Saab.
Meanwhile, Mark and I think that we want to hang on to it for another year. First as an attempt, not as a promise. An attempt, because it is not clear, if we come up with interesting topics for 12 months. Also because it is not clear if we get another budget for 2019 together. And also because our automotive situation has changed. Mark is on the road professionally with the other Swedish brand. I will change, with increasing mileage, soon. Especially because I realized in the last few weeks that I do not want to "consume" Saab for the big kilometers of performance.
Saab, for us both, from a certain date, this is hobby and preservation and preservation. Cars for leisure, sun, relaxed driving. 7 years after the end of the brand, and a step that has already taken several readers.
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 succeed in doing so, then we would also like Xnumx to join Saab Blog Mission with our readers, and use the months ahead to perhaps redistribute blog responsibility and rejuvenate the team. It is unclear whether we will succeed, but at least we find it worth a try.