Anniversaries are sometimes odd. You're not sure whether to cry or celebrate. Is 25 years in the same company always a sign of loyalty, or were you too naive to quit and take advantage of your opportunities? Or that: writing a blog for 10 years about a long faded car brand. Can that be healthy?
Then you stand there. 10 years, which one would never have thought possible. One thing is certain, there is no party. The times are against it. If Corona weren't on the way, I would have thought of something. A meeting of readers for the anniversary, and there are some nice locations with an automobile paint in the vicinity. But the virus throws in any plan, no chance!
The times are generally not such that there is something to celebrate at Saab. The number of cars is shrinking, as is the presence on the Internet. Websites with a long Saab history are offline and are for sale. A prominent victim on a long list is saabhistory.com. The domain would have to be acquired. Even what we might have secretly always hoped for, a comeback of the brand, is no longer on the agenda.
Not at all. Saab is cult. In a small, manageable world, of course. But the brand has never been for the masses - even in its prime. An insider tip for automobile gourmets, people with a special taste who liked individual cars.
These people still exist today. Because without them there would be no one who would read the blog and also no one who would invest a lot of money and heart and soul in maintaining an old car. That's good, that's valuable. Because the future serves digital uniformity and predictability. The hip, rolling smartphones will analyze and evaluate their users down to the smallest detail. Hiding, privacy, it's all the dust of years gone by.
But it's not there yet!
This project preserves a small piece of this individual, Swedish car culture. Even if it is only a small residue, it has become a virtual home for many friends of the brand. The last 10 years have been interesting and I am grateful for every single year. I got to know interesting people who knew how to tell exciting stories.
Without Saab and without the blog, I would never have heard them, and that would have been a shame. I learned a lot from the readers, experienced limits, and there were and are contacts that I would no longer want to be without. Of course, as always in life, there was one or the other screamer among them, whom one would rather not have met. But that is the exception.
But the most important lesson is to make something out of nothing. We stand here alone. Without a manufacturer to back you up or a company that Saab would feel obliged to do. That doesn't sound good, but it is by no means bad. It continues with creativity and interesting people around me. A little courage and youthful recklessness are of course also part of it.
Saab is still a matter of the heart, and because it is now customary to conjure something out of nothing, there will be new ideas and formats in the future. They may work. Maybe I'm wrong, but life is a constant learning process.
It will continue even at the age of 10, which is a very old age for a blog.
Saab's visibility in digital media is assured, with morning coffee or tea there are always a few lines of Saab to read.
In this sense:
Thanks to everyone for reading Saab for 10 years! Thank you also for the patience that fellowship has and had with me. I am looking forward to the coming time!