Tag Archives: Saab Advertising

The Saab Brand Book was more than a marketing playbook—it was a philosophical blueprint guiding every aspect of the company, from design and engineering to customer experience. It defined Saab as an alternative premium brand, one that catered to independent thinkers who valued authenticity over status symbols. Saab wasn’t merely building cars; it was crafting statements of individuality. Progressive design, driver-focused performance, and emotional functionality weren’t just product features; they were the foundation of a brand that dared to be different.

Saab’s venture into the U.S. market was a bold experiment in blending innovation with individuality. Yet, as Kyle Francis—a seasoned automotive journalist and proud Saab 9-3 owner—analyzes in his recent CarBuzz article, the brand’s unique approach faced insurmountable challenges. From marketing missteps to the compromises of the GM era, Saab’s journey offers a fascinating study of ambition clashing with market realities. In this article, we reflect on Francis’s insights, adding our own perspective from years of Saab coverage.

In 1982, amidst a challenging economic climate and a downturn in the automotive industry, Saab managed to achieve remarkable success in the United States. With a combination of unique features, emphasis on performance, and a loyal customer base, Saab's sales...

What happens if you don't take care of the garden in spring? Hornbach gives a curious answer to this in its new spring campaign. No, the new Hornbach campaign is not the longest commercial in the world, despite running for...

About a month ago, we wrote on this blog about beautifully designed Saab T-shirts designed by designer Matthew Searle. As he was not satisfied with the design of the shirts that could be found on the market (and you will...

The first decade will soon be over when there are no new Saab cars, but this does not bother us enthusiasts to continue to have strong feelings for this car brand and to be reminded of some of the brand's...

On the occasion of the Saab Car Museum Festival to be held next weekend in Trollhattan, the Swedish media devotes special attention to the Saab brand, history and recollect interesting stories from the golden age of the Trollhattan car factory....

Marketing has taken on many forms throughout its rich history. The "eccentricities" of Saabs were emphasized rather than masked, in the slew of print, and later, video, advertising campaigns that were mounted in the U.S. market, where the odd-looking Saab first...

Remember this classic Saab advert, with the music that gave us all goosebumps? It was used to launch the BioPower range of the Saab 9-3, as a step towards a more sustainable future for cars – the very topic we’re...

Saab cars, although no longer produced, are very interesting to advertisers in their promotional campaigns - especially the Saab Convertible models. The last in a series of Advertising campaigns, where Saab Convertible appear, was made by the company Zara.  Clothing company Zara...