When I got this one my inbox I told Lance that I was really looking forward to it and expected that it would be the best thing I’d read in 6 months.
I was right.
Lance Cole is a writer living in England and has penned several books on automobiles and aviation. Saab enthusiasts would know him best for the book Saab 99 and 900: The Complete Story, which is an excellent volume and available for sale at the SU Bookshop.
Click here to read all of Lance’s previous contributions at Trollhattan Saab.
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If the Swedish Gods made Volvo on a misty, straight lined sort of day, then they must have made Saab on a summer day in Southern Sweden. The sunny disposition of Saab’s cars has taken what was essentially a domestic product, to a place in the heart of the wider world.
From Canada to Tasmania, from Japan to the mid-west of America, not to mention many points in between, Sweden’s small car maker – the one that did not build copies of contemporary trans-Atlantic cars – has a beloved following across the globe in an achievement that is often overlooked.
After all, unlike the British, the Swedes did not have the mechanism of Empire through which to force themselves and their cars upon a global market and care little if they lost a few brands along the way.
Like many Saab fanatics, I own my Saabs with feelings that relate to an inanimate lump of metal in a differnent manner to the way a man (or woman) might feel about a Ford Focus, a Daewoo Desperanza, or a Honda un-Civic.
The workers at Saab’s factories have similar feelings about the cars they build. Building Saabs means something to a person.
Yet the Italians also have relationships with their cars -feelings just as emotional as our Saab bond. Be it Fiat, Lancia, Alfa Romeo or Ferrari, Italians cars have soul. But then so do Citroens- my grandfather loved his Citroen DS, and I know why. And who can deny the Americans the social iconography of the Mustang…
But all these cars come from places where they are brands amongst many brands.
Saab comes from a place where it is a unique brand amid a commercial landscape populated by just one other, very different brand – Volvo, (who by the way, now make excellent cars).
So there really is something special, something unique about the design, the drive, the feel, the very essence of a Saab. Remember, in the beginning, a small team of men crafted every aspect of these cars and the driving and ownership of them; it is a legacy that was almost lost in the chapter of GM’s general mediocrity.
Saab inspires people, Saab has character – a recognisable lineage of design across the models, a soul that makes a Saab part of your family. I’ve even gone as far as dedicating an entire column (and a very popular one at that – SW) to the undeniable presence and truth that is The Saab Smell.
Saab is in fact part of the Swedish psyche- a social science ingredient and part of the national identity.
It is not just Saab’s design language I am talking about – it is the very essence of the thing.
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