Apple’s Choice of Saab 9-5 for iPhone 15 “Roadside Assistance” Promotion: A Clever Marketing Move?

In a surprising turn of events during Apple’s recent iPhone 15 launch event, the tech giant featured a Saab 9-5 Aero Sportwagon as the illustrative example of a broken-down vehicle in need of assistance on their new “Roadside Assistance via satellite” feature.

The choice of Saab, a brand that no longer exists in the automotive industry, raised eyebrows and sparked conversations across the internet. This article delves into the rationale behind Apple’s decision to use the Saab 9-5 in their promotional materials and examines the historical reliability of the Saab 9-5, shedding light on its reputation as a dependable vehicle.

The Saab 9-5: A Reliable Choice

Before delving into Apple’s marketing strategy, it’s crucial to highlight the Saab 9-5’s reputation for reliability. According to DEKRA, an independent vehicle inspection company, the Saab 9-5 ranks highly in its “Discontinued popular models” class, with minimal faults even at high mileage, up to 200,000 kilometers (also SAAB 9-3 was the most reliable in its class by ADAC ).

While the Saab 9-5 did have specific issues, such as shock absorber wear and oil leakage in turbo engines, it fared well overall in terms of reliability, with only a few common problems like unsatisfactory brake disc wear patterns and exhaust corrosion.

Apple’s Clever Marketing Strategy

Apple’s decision to feature a Saab 9-5 in their promotional materials for the “Roadside Assistance via satellite” feature seems to be a deliberate and calculated marketing move. Several factors contribute to the effectiveness of this strategy:

1. Nostalgia Factor: Saab, once a well-respected and innovative automaker, holds a special place in the hearts of many car (SAAB) enthusiasts. By choosing a Saab, Apple taps into nostalgia, evoking memories of a brand that left a mark on the automotive industry.
2. Saab’s Discontinuation: Saab’s exit from the automotive market means there are no current Saab owners or a legal team to potentially dispute or question Apple’s usage of the brand’s imagery. This choice allows Apple to avoid any legal entanglements while using a recognizable and relatable vehicle.
3. Uniqueness and Memorability: The Saab 9-5’s distinctive design and brand history make it stand out in a sea of common vehicles. This uniqueness ensures that the image of the broken-down Saab will be memorable and instantly recognizable.
4. Emotional Connection: Depicting the Saab 9-5 with a broken-down appearance adds an emotional component to the promotion. It elicits empathy from viewers who have experienced car troubles in remote areas without cell service, reinforcing the usefulness of Apple’s new feature.
5. Avoiding Offending Major Automakers: By choosing a defunct brand like Saab, Apple sidesteps any potential conflicts with major automakers, preserving valuable relationships within the industry.

Social Media Buzz

The choice of the Saab 9-5 for Apple’s promotion generated considerable buzz on social media platforms. Comments and reactions were mixed, with some praising Apple’s creativity and others expressing amusement or surprise.

Many users found humor in the fact that a Saab was featured for a roadside assistance promotion, given the brand’s historical association with unique and sometimes challenging-to-repair components.

An effective choice for capturing the audience’s attention.

Apple’s decision to feature a Saab 9-5 in their promotional materials for the “Roadside Assistance via satellite” feature appears to be a carefully considered marketing strategy. The Saab’s historical reputation for reliability, combined with its uniqueness and nostalgia factor, make it an effective choice for capturing the audience’s attention.

By using a brand that is no longer in the market, Apple avoids potential legal issues and maintains positive relationships with current automakers. Whether this marketing move will result in increased adoption of the new iPhone 15 feature remains to be seen, but it has undeniably sparked conversations and left a lasting impression on viewers.