I ask myself why it has such an effect. I know Saabs aren’t the best cars in the
world, but their combination of characteristics are endearing and build
loyalty. The 1997 Saab 900 was the only
product I’ve ever tried that made me an impulse shopper. I ended up buying one and I still like
driving it, don’t think I could ever sell it.
So there is the product aspect, but there will always be competent cars
produced by somebody else. Sure, they
won’t have that same Trollhattan magic, but many other vehicles would be
satisfying to own and operate. That’s
not the only reason why Saab fans are so fervent and gathering around the world to rally around
their favorite car brand. What makes the complete brand? It’s what the brand stands for and how it
does so with style, consistency, a feeling that it generates with every
interaction one has with the product, communications and service from the
company. It really represents what us
Saab owners are all about, as does any choice of vehicle. We like to consider ourselves, unique, intelligent,
not-too-pretentious, practical, and considerate lovers of driving and
cars. We become attached to our vehicles and
find it hard to part with them. But we forget
that every company selling cars is a business first and foremost. And it’s sad.
GM will do with Saab what they think is best for their shareholders. Saab may go the way of the defunct brands like Oldsmobile, Eagle, Studebaker, and Edsel for business reasons only. It’s all about money, but that’s not a good enough answer for those of us who are passionate about Saabs. We are part of a tight-knit community that helps each other with issues and advice, networks for jobs, and are supportive to each other in a way that may be unsurpassed by other vehicle owner groups who are often too large or too immature. There are some Snaabs out there who think they’re too good for other non-Saab owners or don’t acknowledge others who also drive Saabs because those others are cutting in on their uniqueness. But overall, Saab fans want Saab to survive and to continue to produce products that keep us safe, provide utility and pleasure in our daily lives. So on behalf of Saabsters everywhere, GM, please save Saab! There are many people who will not forgive you if you let Saab die. Many of these people have pledged to never buy another GM product if this happens. Whether you keep it or sell it, keep your loyal Saab fans in mind. It is a business, but there is something called customer goodwill that may help you in the future. And besides, if Saab goes away, Saab owners will instantly lose thousands of dollars of resale value until some of our cars become rare classics. More important than the money, we will lose a friend of a brand and a bit of our identity. A brand is a terrible thing to waste.