In Part 1 of “Identity” I gave you all a run down on how Saab see their customers.
Part 2 was a brief look at how one particular Saab enthusuast saw Saab people.
Now we look at how Saab see themselves. These are Saab’s own words about their brand culture….
– Unique heritage rooted in Scandinavian origins
– Clean aesthetics, pragmatic thinking
– Aerodynamic aircraft design
– Sporty rally heritage
– Out-of-the-box thinking on turbocharging
– A challenging approach to developing new car concepts
Our Scandinavian heritage sets us apart
Clean. Functional. Different. Our Scnadinavian heritage continues to inspire and differntiate out approach to building cars. Vehicles designed near the Aectic Circle must be unusually rugged and versatile, with a highly functional edge.
This is the same demanding climate that gave birth to such practical innovations as the safety match, the gas lighthouse, dynamite, the clothes zip, the paperclip and the modern mobile phone.
Influenced by light, nature technology and the efficient use of materials, our design style is biased towards an honest, efficient and pure aesthetic. Decorative flourishes are generally avoided. There is also a warm, human approach that shines through in the attention to ergonomic details – with evrything built around the driver.
We’re inspired by our origins as an aircraft manufacturer
It makes us different. Saab’s unique heritage of building high-performance aircraft dates back to 1937 when the first plane rolled out of a hangar in Trollhattan, Sweden. Ten years later, in 1947, the company started building cars as well. Because of this, Saab naturally applied many of the skills and principles learned in aircraft production to buiding cars.
This ability to think laterally, explore new possibilities and apply ideas from one business to another is a classic part of Saab’s engineering tradition. Today we are inspired by this heritage. Echoes of it can be found in our vehicles – in the efficient use of materials, aerodynamic forms and state-of-the-art technology. Our philosophy of building the car around the driver, like a cockpit, also comes out of our aircraft heritage.
Saab has a history of independant thinking
Saab people are passionate about what they do. Whether developing new car concepts, entering rallies or coming up with unusual functional features, they develop creative solutions that go beyond the conventional. The result? Customers are rewarded with an ingenious, special type of car that reflects their own individuality.
Innovative Car Concepts
For more than 50 years Saab has offered sporty, yet functional cars for drivers who are looking for an alternative to the mainstream, mass-marketed brands. Progressively designed and packed with clever features, Saab cars have long been associated with an intelligent, innovative approach.
When others have claimed that something is impossible, Saab has dared to differ. And, as it turns out, the creative spark – combined with a resourceful, inventive way of thinking – has proven the impossible to be possible. Over the years, this “what if” approach has led to a number of industry firsts in terms of safety, control, handling, design and turbocharged performance.
Click here to see a list of Saab’s innovations.
I’d be very interested to see the rewriting of this piece as an assignment for a Swedish employee of the company.