Having hired former Saab blogger (and true fan) Steven Wade last month, the car maker finally gave the man something to do this week. The blogger-turned member of Saab's Interactive Marketing department started work today, doing exactly what the brand's fans require all media in this universe to do: talk about products.
But how can you talk about products when there are no products coming from Saab, at least not momentarily?
Saab had its moments in the beginning of the year, when it celebrated one year of independence and announced an invasion of models meant to reignite the glamour of past days, and it even had Jason Castriota come up with a design meant to show the world the future of Saab.
Far from all of that being wishful thinking, Saab should have focused, instead, on assuring that it has enough financial stability to start bragging. Some of you might remember that when it was facing the GM ax back in 2009, the soon-to-be ex-CEO Jan Ake Jonsson was dreaming about crowds of bidders flocking to see the Saab wonder and buy it. That didn't happen, the brand managing to sell itself, but only just, in the last hour.
Now, Saab's new Spyker ownership is practically doing the same, ignoring, at least at first glance, the basics and going for the glamour of “what may be.” The current no-money-for-suppliers issue should have been acknowledged long time ago, as Sven-Ake Berglie, the leader of the Scandinavian automotive suppliers association FKG, said and not swept under the rug like a heresy.
Regardless, today Saab launched its new blog (you can find it at the following link). We only hope we'll see some cars being launched soon as well. Or at least produced.
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