Restart in Trollhättan. The first festival after the rescue of Saab will take place in July 2010. To do this, you break the usual 2-year rhythm. Because you have something to show and the eyes of the public rest on the small town on the Götaland Canal. In the months before, Trollhättan was always in the headlines.
The decided closure by GM. Then the canceled rescue by Koenigsegg and finally the takeover by Spyker. Anyone looking for drama was presented with the very large delivery here. Trollhättan, previously only known to true fans of the brand, was suddenly on everyone's lips.
You can say a lot about the short Spyker time. But one thing is certain. It is perhaps the case that Victor Muller and his small manufacturer of exclusive sports cars had no chance from the start. But he used every opportunity to promote Saab and make the brand better known. The festival was the best opportunity to turn the moment of attention into success.
The audience was probably hardly ever more excited than in July 2010. It was international and in a good mood. The magnificent atmosphere conveyed by the film was palpable on site. Saab worked up everything that was possible, financed a really great festival and made the fans happy.
Victor Muller, as a talented entertainer in his element, provided entertainment. Supported by Steven Wade, who made history with his Trollhattan Saab blog. Not to forget the great Erik Carlsson, who was a brand ambassador and legend in one. Together with Jan Åke Jonsson, the Saab CEO at the time, they provided fans with great cinema during the Saab Dinner.
Only those on stage knew that it might not be enough in the end. The others, the fans, wanted to believe. They were given the illusion of a fresh start and hope and had a few unforgettable days in Trollhättan. What is left is the memory.
A crazy time, a dream and a car brand that built pretty good cars. That's a lot.