The Fascinating History of the Bumper – From Useless to Essential
In the summer of 1971, Saab 99 made waves with its advertisement showcasing the resilience of its bumpers. The commercial featured the car repeatedly crashing into a pole, while the black bumpers with shiny trim and the text "Saabs stötfångande stötfångare" (Saab's bumper that absorbs impacts) flexed in and out with each collision. This clever marketing tactic captured the attention of Swedish TV viewers and became a hit. The advertisement not only demonstrated the bumper's ability to absorb crash energy but also highlighted its durability and resistance. Saab's innovative approach to bumper design set a new standard in automotive safety and solidified its reputation as a leader in the industry.