---
bcp_version: "2.0.0"
file_type: values
parent: https://registry.encodedbrands.ai/saab-b8a26b99/.well-known/brand.md
last_updated: "2026-10-29"
---

# Values

Saab publishes one purpose and three core values on https://www.saab.com/about/company-in-brief/purpose-and-values (checked 2026-10-27). They are quoted exactly below. The "In practice" notes link each value to how it shows up in Saab's public copy. Those notes are inferences from the site and are labelled that way.

## Purpose

> "Keeping people and society safe."

The site uses the same line as its page title, footer tagline and career eyebrow, and calls it "purpose", "mission" (sustainability/our-approach) and "vision" (career/why-saab) interchangeably. Treat **purpose** as the canonical label, because the purpose-and-values page uses it. The press boilerplate frames it from the customer side: "an enduring purpose, to help nations keep their people and society safe" (Q3 2026 release, 23 Oct 2026). The company-in-brief page adds the human-rights reading: "It is a basic human need to feel safe and, as we see it, a human right."

Variants seen on the site that should not be used as the canonical line: "mission to make people and society safe" (policies page), "strived" in the company-in-brief meta description (the body says "striven").

## 1. Trust

> "Trust - We are global citizens, honest and reliable and we keep our promises."

In practice (inference): Saab's press releases separate a signed order from a selection, letter of intent or term sheet, and say so in plain words: "At this point, Saab has not signed a contract or received an order related to the announcement." (NATO GlobalEye release, 7 Jul 2026). Copy that blurs that line breaks this value.

## 2. Drive

> "Drive - We have a passion for innovation, we are open to change and are committed to being fast and flexible."

In practice (inference): "pushes the boundaries of technology", "at the forefront of technology", "work at the thinking edge" (career), and delivery stories such as "60 systems in 60 days" (Giraffe 1X story, 3 Jul 2026). Speed claims are told as specific, dated achievements, not as general boasts.

## 3. Expertise

> "Expertise - We combine knowledge, skills and constant learning."

In practice (inference): spec tables on product pages, named engineers and pilots in stories, and a long history ("Founded 6 April 1937", history page). The careers page renders this value slightly differently ("combine a strong history of knowledge with constant learning", /career/saab-life/this-is-saab). Use the purpose-and-values wording.

## Sustainability ambition

"To be a sustainability leader within the defence sector" (Annual Report 2025 page). The organising idea is "Defence is the stepping-stone towards more sustainable and resilient societies." (/sustainability/our-approach).

## Resolving conflicts (inference, for agent judgement)

1. Accuracy about contract status, figures and dates comes before impact. Never round an announcement up into an order (Trust).
2. Safety and protection framing comes before capability or lethality framing, except on product surfaces that are explicitly about capability (purpose).
3. Innovation claims need a specific product, date or number behind them (Drive and Expertise).