This Bodes Well for Saab

A U T O M O T I V E   N E W S — Saab's new design director, Jason Castriota, answered critics concerned about his experience and ability to "get" the Saab brand. Instead of sitting in his Turinese ivory tower, or glass-and-steel enclosed office more likely, and being "above it all" as SO many automobile design directors would do, Castriota wrote a long letter to the club that voiced its concerns. If I had ever become a car designer, and perhaps been elevated to chief designer at some point, I'd like to think this is exactly the same thing I would do. In fact, I know it is. Without even seeing any of his future designs, I have no doubt that this designer "gets" the brand and gets what is at stake here, nothing less than the Saab brand itself. Saab won't be around in five years if he doesn't get it right.

For the Autoblog article I first read about this matter in, click here.

For the letter from the Saab United club to Mr. Castriota, click here.

For Mr. Castriota's reply to the Saab United, click here.

I really think this exchange is fantastic. Castriota's letter is clear, concise, very well written, and gives us an insight into his personal thoughts, his design ideas, and the company's mission statement. It's great that we live in this age of instant communication and widespread transparency. In decades past, private letters would have been sent, perhaps copies would have been sent to the club members, but more than likely none of us in the general public would know that in addition to his massive design skills, just how considerate and well-versed in his new brand Castriota is. That is the sign of a good person in addition to a great designer. I think the Saab brand is in good hands! "True, Bold Saab," indeed. It will be really interesting watching how he builds this storied brand.