We have never published our readership figures in this form, and deliberately. We are breaking that tradition today, for a reason. Because the numbers are developing in an interesting way - very different from what would be expected. You could be a driving force behind those making money with Saab. Or at least make you think. For the fans they are at least a confirmation. Because you are not alone in your sympathy for the brand.
In principle, it was clear to me from the start with the blog project that it would be finite. One brand closes the gates, there is hope of a comeback for a while. If this is shattered and the imagination disappears, then it is only a matter of time before the blog shrinks to a readership that is barely worth mentioning.
More than 1/4 million readers in the 1st quarter
In principle, that's exactly how it turned out. In the first quarter of 2012 with the end in Sweden a high with 394.553 readers, in 2014 and 2015 the hope that NEVS will revitalize the brand. Then the end of the fantasy, the phase of disillusionment began. Readership fell steadily, and 2018 hit the bottom. Only 158.523 readers left, less than half of the all-time high. At this point, the end of the blog was already firmly in my mind. Less than 50.000 readers per month would have been what is called a personal pain threshold. The point at which you can no longer justify the effort behind these pages to yourself.
The Saab saga is told? It turned out differently! December 2018 should definitely have been the last month for Saabblog, it wasn't. Readership increased and interest in Saab slowly increased again. A trend that has lasted for 5 quarters and is stable. Surprising, because it shouldn't exist and nothing can justify it. Saab as a car brand is dead, there is no justification for a fantasy. The public mood is against old cars, the trend is towards digital, fully electric mobility. Nevertheless, the blog reached 2020 readers in the first quarter of 264.599. It could top the million mark again for the first time this year, which is a daring assumption with all the current uncertainties.
Almost half of the readers are under 35 years of age
It is even more interesting who is reading! We don't have an analysis tool running on our German server, which is a fundamental decision from the start. But if you read Saabblog in other languages, you end up on our US server. The providers analyze, due to a different legal situation, very precisely, and the result is different from what you might think. The largest group are 37,5-25 year olds with 34%, followed by 45-54 year olds with 25%. The age group from 18 to 24 accounts for 11,5% of every 10th reader, those over 55 only make up 3,75%.
The age structure can probably not be transferred 1: 1 to the German-speaking area, but conclusions can be drawn. Saab plays a bigger role with young people than you might think at first glance. More than every 10th reader did not have a driver's license when Trollhättan closed. The car brand hasn't disappeared from people's minds, interest is rising with a robust curve up almost 10 years after it ended.
The workshops and the companies that deal in spare parts have to answer for themselves what can be made of it. Saabblog can only arouse interest or also conserve it. Getting people to drive an old Saab that fits into life and the environment is a matter of the respective local business model. The blog only provides the basis for this.