The Saabs United Award is one of the best SAAB-news I have heard for a long time. It sounds like the top management now are start to recognize their true costumer tribe leader chief Steven Wade.
It is an good start but I don’t think it is enough – they need to change their DNA as a corporation (let fans drive the SAAB brand and not only buy solutions that they not are involved in). Why not invite Steven Wade to be a part of the top management team?
The Saabs United Trophy consists of a model of Saab’s first car, Ursaab, mounted on a plinth together with an unlikely partner – a boomerang. This was presented to Jonsson by Wade when protracted discussions for the sale of Saab were successfully concluded. “It is people like Steven and many thousands of Saab fans around the world who really deserve such an award,” said Jonsson. “In a way, you could say I am returning it, which seems quite appropriate.