(Or -:I will get critique.. But hey that’s cool, I´m toying with stereotypes)
“Lagom” is a word only used in the Swedish language and constructed to explain how Swedes ought to be brought up and look upon Everything we do in life. How much we eat, how much we work, how much se(… how babies are made) we have. Well, we may do what everybody else in the world does as long as we do it with moderation.
“Lagom”= To not do something to excess. For doing the latter would be showing off and that is So not Swedish.
I am a typical Swede that grew up in typical Swedish suburbia in a typical small Swedish town in a typical Swedish upper/middle class family with a Saab car outside in the driveway and at times there were two.
-:Oh, you forgot the “typical” at the end there Tompa… No I did not. And here´s the reason why:
Although lots of things may be “typical”, Saabs will never be just that and neither will the look on Saab be that of traditional Swedish norm.
Saab is not “lagom”. Saab does not want to eat pea soup and pancakes on Thursdays like everybody else. Saab is the venturous bad boy that instead wants to test if pickled Herring goes together with sauerkraut and custard. It will not be to the liking of all, but once tried… hey, you might actually like it.
Saab may be commonplace in Sweden, but Saab will never be “just a Saab” even on home soil. Saab has always gone in a different direction from that of the “typical” or the “Norm” or the “lagom” in Sweden. Sometimes it’s a wonder that Saabs are built the way they are and look the way they look…
You see, in Sweden we do not “stand out”. In Sweden we tend to instead feel a bit embarrassed by the fact that we can do something good. Oh, on the inside we are prouder that proud but we never brag. No I´m not saying that all Swedes think alike but its “typical” Swedish “proper” behavior to do things “lagom”.
Saab is Swedish but does not have the proper “lagom-ness” to be as fully accepted as it´s larger Swedish rival. Saab is more than a box on four wheels, with it´s eye catching looks and sophisticated technique…. it´s also a little bit more expensive than the other Swede. And the “Lagom” Swedes go: – How dare they?! That is So not “Lagom”
Robin M´s Aero getting the Not so “Lagom” treatment
So what is a Saab? Well to Me Saab is a car built in Trollhättan by people that dare to be different, dare to stare the evil that is “Lagom” in the eyes and say :- We will not build something that is generic and accepted by the masses. We want to build something special that will be Loved by those that dare to go against the mainstream mediocre. We want to build beautiful and cool but with a “steady as she goes” to make the end result sophisticated and smart.
The Slogan “Move your mind” is a good one. I interpret that as to not settle for “Lagom” but instead Go for a Saab.