The Saab Car Museum is a significant place for many lovers of the classic brand from Trollhättan. And even though many years have passed since the last car was manufactured, the interest in visiting the museum has not only remained high – in fact, 2024 saw a neat record number.

41,800. That is the figure for 2024 in terms of the number of visitors to the Saab Car Museum.

– And it's important to remember that we are very conservative in how we count. The figure includes those who either pay for entry or, for example, are here for a conference, not those who just come in to buy an ice cream or shop in the store, says curator Peter Bäckström.

Last year's visitor number is the best since the museum restarted in 2012, following Saab Automobile's bankruptcy the previous year.

The fact that the Saab Car Museum Festival was held last year is certainly part of the explanation for the success, but the overall picture is larger than that.

– 2024 was not really just an individually good year, there has been a rising trend since 2012 and in recent years it has accelerated. It's not directly related to Trollhättan, but where Saab has sold its cars around the world, the love for the brand is strong, continues Bäckström.

– Many years after the bankruptcy, we are still like a car manufacturer's museum. It's like coming into a top-class Saab dealer, with the difference that no cars are for sale here. We are very proud to maintain the personal touch.

Mikael Granberg was hired last year and his business card says business developer. As such, he has already managed to undertake many projects. Before he started working full-time in August, Mikael made an appearance during the festival in early June. And it couldn't have been a better start.

– I was thrown into a big celebration with lots of happy and positive people. It's impressive that the interest in Saab is increasing even though the cars are no longer manufactured, he says, and enthusiastically hints at what's coming.

– The museum turns 50 in 2025 and we will highlight that in various ways throughout the year.

The person at the Saab Car Museum who meets the most visitors face-to-face is customer manager Jessica Axelsson. And guess if she likes her job?

– I love being here and meeting all the people. It's amazing to see how visitors from all over the world come here and that you get to be a part of their experience, she says.

From time to time, logistical questions arise from long-distance visitors. It can, for example, be about a person in the USA who is going to Milan in Italy and wants to make a “slight” detour to Trollhättan on the way and wants tips on how to best get to the museum from Gothenburg.

– Many who come here have it on their bucket list. Some days I speak more English than Swedish. But it's just as fun no matter where the visitors come from, like when people from Trollhättan who have never been here before shows up, she says.

Peter, Jessica, and Mikael are full of confidence for the coming year, and the goal is still to make the experience as good as possible for those who step through the doors at Åkerssjövägen 18 in Trollhättan.