Mikael Franzén is the head of marketing for Saab’s Gripen fighter jet program. In his role, he plays a key part in promoting the Gripen aircraft as defense needs evolve worldwide. With rising tensions and changing military priorities, Franzén is guiding Saab’s strategy to attract new buyers and adapt to shifting markets.
The Gripen fighter jet, produced by Swedish company Saab, has long been Sweden’s frontline defense. It is known for its cost-effectiveness, advanced sensors, and ability to operate from short runways. Despite its strengths, the Gripen has faced challenges in securing large export deals compared to competitors like the US-made F-35, the Eurofighter Typhoon, and France’s Rafale.
Franzén has emphasized that more countries are now exploring the idea of mixed fleets of fighter jets rather than relying on a single type. This approach allows nations to balance cost, capability, and geopolitical considerations. Saab is responding to this trend by adjusting its sales strategy to make the purchasing process faster and more flexible.
Europe’s defense landscape has shifted considerably since Russia’s invasion of Ukraine in 2022. Many European countries are increasing military budgets and reconsidering their dependence on American weapons. Former US President Donald Trump’s demands for NATO allies to spend more on defense, combined with doubts about US commitment to European security, have encouraged governments to look at local options like the Gripen.
Countries such as Portugal are weighing the Gripen against US jets like the F-35, citing concerns over long-term reliability and US support. Similarly, Switzerland’s planned purchase of the F-35 has encountered financial obstacles. These developments create opportunities for Saab to expand Gripen sales.
The Gripen’s competitive edge includes lower long-term costs and a solid performance record. Its advanced radar systems and sensors enable it to compete effectively, even against fifth-generation fighters. However, the Gripen’s export orders remain a fraction of those secured by the F-35, which benefits from mass production and extensive integration across many allied countries.
Saab has also leased Gripen jets to countries like Hungary and the Czech Republic within Europe. Meanwhile, competitors such as the Rafale and Typhoon have their own export success, supported by strong backing from NATO member countries.
Franzén’s insight into mixed fleet strategies reflects a broader trend in defense procurement. Nations want flexibility and resilience in their air forces, combining different aircraft types to meet varied operational needs. Saab’s openness to dual-fleet solutions is part of its effort to appeal to these evolving demands.
In addition to marketing efforts, Saab is exploring new deals and expansions. Thailand and Colombia have recently chosen to purchase the Gripen. Talks are underway with Peru, the Philippines, and Brazil, which is considering increasing its order by 25%. These potential contracts signal renewed international interest in the Gripen.
The company’s marketing and sales push comes at a time when global defense spending is surging. Saab’s stock price has climbed, reflecting growing investor confidence in the defense sector. This momentum offers Saab a chance to increase its footprint in the competitive fighter jet market.
Despite these positive signs, experts caution that opportunities may be short-lived if relations with the US improve and countries revert to buying American-made equipment. Nonetheless, existing contracts for Gripen aircraft are expected to continue.
Canada’s reconsideration of its 88-unit F-35 order, amid political tensions with the US, also opens a window for Saab. The company has offered to build Gripen jets in Canada, which could influence final procurement decisions.
Mikael Franzén’s role is critical in navigating these complex market dynamics. By promoting the Gripen’s unique advantages and embracing flexible sales models, he aims to position Saab strongly in a changing defense environment. The company’s willingness to support mixed fleets and streamline purchasing reflects a modern approach to military sales.
As countries worldwide rethink their defense strategies, marketing leaders like Franzén will be vital in ensuring that aircraft such as the Gripen remain viable options. His leadership exemplifies how defense manufacturers must adapt to geopolitical shifts and evolving customer needs to succeed in a competitive global market.
