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41,800 Visitors: Saab’s Legacy Lives On
The Saab Car Museum in Trollhättan isn’t just a collection of cars—it’s a shrine to innovation, design, and the unwavering loyalty of Saab enthusiasts worldwide. With 41,800 visitors in 2024, the museum achieved its best attendance since reopening in 2012, proving that the Saab spirit is alive and well, despite the end of production over a decade ago.
Peter Bäckström, the museum’s curator, reflects on the achievement:
– “We are very conservative in how we count. The figure includes those who pay for entry or attend conferences, but not casual shoppers or visitors grabbing ice cream,” he explains, emphasizing the genuine interest driving these numbers.
This milestone underscores Saab’s enduring impact, fueled by a global network of enthusiasts who see the museum as a bucket-list destination.
A Rising Trend: Saab Passion Knows No Borders
Since its relaunch in 2012, the Saab Car Museum has seen a steady increase in visitors, but recent years have shown accelerated growth. 2024’s record-breaking numbers were boosted by the Saab Car Museum Festival, yet the rise reflects more than just a one-off event.
– “It’s not about Trollhättan alone; it’s about the global community of Saab lovers,” says Bäckström. From Europe to the United States and beyond, the brand’s unique appeal continues to captivate.
Even first-time visitors from Trollhättan itself find themselves drawn to the museum, discovering what locals have treasured for years.
Bringing Saab’s Story to Life
Walking into the Saab Car Museum is like stepping into a time capsule. Curator Peter Bäckström describes it as a “top-class Saab dealership, minus the sales pitch.” Visitors are met with meticulously preserved models, technical exhibits, and a friendly atmosphere that feels more personal than corporate.
The museum’s customer manager, Jessica Axelsson, is at the heart of this experience.
– “I love meeting people from all over the world. Some days, I speak more English than Swedish,” she shares, adding that visitors often seek logistical advice for long journeys.
Whether it’s a detour from Milan or a pilgrimage from the Netherlands, many view Trollhättan as a Saab Mecca, a must-see for anyone passionate about the brand.
A New Chapter: Celebrating 50 Years in 2025
With its 50th anniversary on the horizon, the museum is gearing up for a year of celebration. Business developer Mikael Granberg, who joined the team in 2024, is already working on exciting projects to honor this milestone.
– “The interest in Saab is impressive, considering the cars are no longer manufactured,” Granberg notes. “We’re planning events and exhibitions that will highlight the brand’s rich history and global impact.”
For Granberg, the 2024 festival was a baptism by fire, immersing him in the infectious enthusiasm of Saab fans. This energy will undoubtedly drive the museum’s 50th-year initiatives.
Global Connections: Voices from the Saab Community
The museum’s success reflects not only the impressive visitor numbers but also the deep emotional connections it fosters among Saab enthusiasts worldwide. Visitors often describe the museum as a must-visit destination, likening it to a sacred place for fans of the brand. Many highlight the meticulous attention to detail in the exhibits, particularly the focus on Saab’s technical and innovative achievements.
Some visitors suggest themes for future exhibitions, such as exploring Saab’s cultural significance or the unique reasons drivers chose Saab over other brands. Others recall fond memories of earlier trips, emphasizing how the museum captures the essence of Saab’s legacy and reinforces the strong community bonds among enthusiasts.
These comments underscore the museum’s role as not just a historical archive but a living tribute to the brand, resonating deeply with fans who continue to cherish Saab’s heritage.
A Legacy Worth Preserving
The Saab Car Museum’s record-breaking year is a testament to the brand’s enduring allure. More than just a museum, it’s a gathering place for enthusiasts, a source of inspiration, and a reminder of what makes Saab unique.
As the museum looks ahead to its 50th anniversary, one thing is clear: the Saab story is far from over. With plans to expand its offerings and deepen its connection with the global Saab community, Trollhättan remains a beacon for those who believe in the power of design, innovation, and passion.
