It might still be unseasonally snowy in Trollhättan, but that did not stop Saab from starting up again under Spyker ownership. After seven weeks of the plant being idle, the workforce is back, and Saabs are rolling off the production line again.
The Swedish company, which had been spun off from an aircraft manufacturer after World War II, was severely weakened as a brand during its time under GM ownership. Spyker took over at the beginning of 2010 amid support from Saab fans and owners around the world.
If the renaissance proves successful, Saab may gain a reputation as a brand that engenders strong loyalty—and which a weakened global economy could not kill.
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