This week we are reminded of an interesting advertising campaign in the Swedish media, advertising campaigns that we fondly remember.
The advertisement was current some thirty years ago at a time when there was no class of SUVs. At that time and long before the time of four-wheel-drive SUVs, the Saab 90 was marketed as a all-terrain car.
Saab 90 – A all-terrain car
The advertising campaign was called “Ett med naturen.” which translated into Swedish means “Being one with nature“. Here is an ad for the Saab 90 that was published in “Vi Bilägare” magaine number 21, 1985. Admittedly, The Saab 90 was not Saab’s most successful concept, but we prefer 99 or 900 in that case.
Surely, But that they did well in the forest is true, and the only problem was really the overhang at the front. On the other hand, the Saab 90 is not a real off-road car – it is better off-road than many so-called SUVs in recent years.
There is another reason for protection, almost all cars from that period were better off the asphalt than the newer generation car – and that is the ground clearance and tires. This is mainly due to the fact that the cars at that time were free from “a devil’s invention”: low-profile tires.
Being one with nature.
Below is a free translation of this ad from Swedish:
“Being one with nature.
Sweden’s natural road network, the way out into nature. The gateway to a rich leisure.
For many, the car is the key.
But not everyone fits. In nature, other laws apply. Both for people and for cars.
The Saab 90 is the car of hunters, fishermen, mushroom and berry enthusiasts. The forest people’s car.
It is robust, tender, safe. It is economical, spacious, practical.
With a full load, it travels in both snow and mud. The front-wheel drive, the large 15-inch wheels, the carefully tested weight distribution, the engine of 100 hp with its effective traction, the gas shock absorbers – wins roads where roads are scarce.
Inside, it is quiet, cozy, spacious with a full 617 liters of luggage space, orthopedically correct to sit and drive, visibility-friendly.
To own it is uncomplicated and hardly spoiled, e.g. with gasoline and high octane.
A car that makes you rich instead of poor.
A natural car.
Saab 90. A natural car.”
Discuss: What do you think about this interesting advertising?
