Swedish aerospace and defense giant Saab is pursuing an aggressive marketing strategy to strengthen its position in the global market for its Gripen E/F fighter jets and expand its customer portfolio. According to statements made by company CEO Micael Johansson to Flight Global, Saab aims to double the number of existing customers for the Gripen E/F fighter jets this year and is conducting intensive talks with various countries in this direction.
Thailand and Colombia Among Priority Targets
Saab’s short-term goals include successfully concluding ongoing negotiations with Thailand and Colombia. The Royal Thai Air Force is expected to procure 11 Gripen E/Fs to supplement its existing fleet of 12 Gripen C/D fighter jets. This potential deal could be an important reference for Saab and a basis for marketing efforts in other countries in the region.
On the Colombian front, the Bogota administration is considering purchasing between 16 and 24 new generation aircraft as part of its fighter jet needs. Saab CEO Johansson says that talks with Colombia are progressing positively and that the financing offer from the Swedish Export Credit Agency (SEK) and the Swedish Export Credit Agency (EKN) supports this process. Although there are possible delays in Colombia’s payment plan, Saab plans to receive payments as it delivers.
New Opportunities in Latin America: Peruvian Hope
Following potential agreements with Thailand and Colombia, another important market on Saab’s radar is Latin America. Company CEO Johansson says there are new sales opportunities in the region in the near term and that they are running an intensive campaign to win the tender in Peru in particular. Stating that they have submitted their offer to Peru and are currently in the evaluation process, Johansson believes that Saab has a good chance of winning this tender.
Saab’s existing presence in Brazil and ongoing negotiations with Colombia are a significant advantage for the campaign in Peru, as Saab aims to establish a strong hub and footprint in Latin America.
NATO Members Portugal and Canada Also on the Agenda
Saab’s market expansion strategy is not limited to Latin America. The company is also in talks with NATO member states Portugal and Canada about the potential sale of Gripen E/F fighter jets. Both countries are looking to modernize or replace their current fighter jet fleets with new-generation aircraft, which presents a significant opportunity for Saab. The Gripen E/F’s compliance with NATO standards and the cost-effective solution it offers could have an impact on the decision-making processes of these countries.
Competitive Advantages of Gripen E/F
As Saab CEO Micael Johansson emphasized, the Gripen E/F fighter jet has significant advantages in terms of life cycle cost, performance and technological capabilities. The aircraft’s light and agile structure offers superior manoeuvrability, while its advanced avionics systems provide pilots with comprehensive situational awareness. In addition, the Gripen E/F can carry a wide range of munitions and offers lower operating costs compared to its competitors. These features make the Gripen E/F an attractive option, especially for countries with budget constraints or looking for cost-effective solutions.
The Swedish Saab’s aim to offer its Gripen E/F fighter jets to new markets outside of Colombia and Thailand can be considered a strategic move to increase the company’s competitiveness in the global defense industry. If the ongoing talks with Peru and NATO member states are concluded positively, Saab is expected to come significantly closer to this goal.
