Entering the year 2009, the automotive industry faced its biggest challenge ever. In the aftermath of the financial crisis, the market fell to record low volumes and for many brands it was a question of survival. For a small, niche player such as Saab, this was truly uncertain times.We decided that this was the time to tell the full Saab story. We wanted to explain Saab’s heritage of innovative thinking which has provided the car industry with numerous new standards during the years. Now was the time to inject pride and positive thinking into the brand, and give voice to Saab’s view as to why the company would be around for many years to come. It was time to escape the ordinary……and open up, so that more people could share Saab’s view on the world!