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Well positioned in a complex world

Saab is active in a constantly changing market and has to react quickly to stay a step ahead. The focus is on a number of selected markets and areas where the company already has a strong position to build on for future growth.

Starting point in Sweden

Sweden is and will remain the hub of Saab’s operations and the company’s home market. The Swedish armed forces are Saab’s main reference customer. It is our highest priority that Sweden maintains trust in Saab and that the company retains a strong position in the Swedish market.

International growth

It is outside Sweden that Saab has the biggest opportunities to grow. The company has internationalised in recent years by strengthening its position in a number of strategic markets with the greatest potential. The broadening of our global footprint has been achieved through an increased local presence as well as partnerships and industrial collaborations. In 2019, Saab defined three strategic markets: Australia, the UK and the U.S., where its local presence will be further strengthened. Saab’s marketing organisation has been reorganised to more clearly focus on marketing and sales in key markets and strengthen international growth.

"We have a very good position thanks to our world-leading technologies in a number of niches."
Dean Rosenfield, Chief Marketing Officer

Focus markets

Saab’s sales and marketing are focused on established countries where the company already has a strong position and in areas with opportunities for growth. The goal is to secure a steady inflow of small to large orders in combination with carefully selected platform orders. In this way, Saab has the best chances of profitable growth going forward.