A few days ago I received an email about the planned comeback of a car brand. Exciting, I thought. What if the Saab brand came back? Would it be a dream - or more of a nightmare? Opportunities and risks lie side by side in the comeback. Can the rebirth meet the expectations associated with the brand? How do brand fans react to a new edition? And isn't the chance of failure much higher than the chance of success? I started researching and found an amazing half dozen car brands wanting to try again.
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