SAAB News

The Latest SAAB News and Reviews, SAAB Test Drives and Videos. Latest information on SAAB 9-3 and 9-5, 9000 Series, 900 Series, Saab 96, Saab 93, Saab 95…

Joakim Bratell and Magnus Axelsson at the Trestad Center workshop, home to new Saab upholstery production.
SAAB News

Production of Saab Upholstery Resumes in Sweden, 13 Years After Factory Closure

More than a decade after Saab stopped producing cars, a passionate entrepreneur in Trollhättan has restarted authentic leather upholstery manufacturing using original Artex machines and patterns. With help from former Saab seamstress Eila Lilja and support from Hedin Parts, Joakim Bratell’s workshop is once again crafting interiors for classic Saabs—by hand, and with unmatched precision.

Marcus’ recently discovered Saab Brand Book audiobook: An unprecedented glimpse into Saab’s secretive strategy and unwavering commitment to automotive individualism.
SAAB News

Inside Saab’s Secret Brand Book: The Blueprint of Automotive Individualism

The Saab Brand Book was more than a marketing playbook—it was a philosophical blueprint guiding every aspect of the company, from design and engineering to customer experience. It defined Saab as an alternative premium brand, one that catered to independent thinkers who valued authenticity over status symbols. Saab wasn’t merely building cars; it was crafting statements of individuality. Progressive design, driver-focused performance, and emotional functionality weren’t just product features; they were the foundation of a brand that dared to be different.

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