It’s now official. Supercar maker Koenigsegg buys Saab and turns the sleepy techy brand into something completely different. Because even tough Saab has had a sporty aura over it, and a reputation as a fun car to drive, it has had kind of a geeky aroma as well. Koenigsegg adds flair to it, and one cannot help but wonder what on earth they have in mind now.
Saab has just gone from one of those brands that I would have been reluctant to work with to being one of the most interesting ones. They have incorporated a communicative truth into the brand that they can now work out of instead of trying to ad layers of gold to the outer shell with pop songs and fighter jets. And as you know, Honesty is all about communicative truths.
Beware Brindfors.