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Saab's advertising off the mark

johnmarcojohnmarco Posts: 22
edited March 10 in Saab
First off, I wanted to post this in Saab general, but couldn't figure out how. So what the heck, I picked what looks like the most active Saab forum. On to my comments....

Am I the only one who finds Saab's current ad campaign totally off the mark? I like Saabs, always have. But I think that their focus on their aircraft heritage is pathetic. The cynical interpretation is that they can't think of great things to say about the cars they are trying to sell you. Instead, they fall back on "hey, we do/did planes too!" I realize that advertising is not intended to be too literal, but I think it is a big leap for consumers, even subconsciously, to equate the excitement of aircraft with the excitement of a Saab.
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Comments

  • john_324john_324 Posts: 974
    I think it's a good try, but yeah, it kinda stretches credibility a little.

    I think Saab would do really well in ads to recall their heritage in European rally racing. Heckuva tie-in with modern times, given who makes those Saab station wagons... ;)
  • MrShift@EdmundsMrShift@Edmunds Posts: 43,647
    Good thing Mitsubishi or BMW didn't take up the airplane angle :P

    I agree--this is Saab grasping at straws, but I can understand it. The company has a real identity crisis now. The cars are no longer "quirky" or unusual as they once were.

    It's ironic in a way, since they are so much better a car now than they ever were, when they were "adorable".
  • fezofezo Posts: 9,195
    "Good thing Mitsubishi or BMW didn't take up the airplane angle"

    Whoops!

    It is too bad with the ads as well as with the sales. I had a Saab 99 years ago. (That is years ago I had a Saab 99 as opposed to 99 years ago I had a Saab, though sometimes it feels like it.) Back then you did have something of a connection to the jets because the same company that built your car was still building the planes. GM didn't buy that part. Kind of makes it ring hollow.

    Back then if you saw another Saab coming the other way you tended to flip your lights at them. I wouldn't think of doing that in a modern day Saab.
  • british_roverbritish_rover Posts: 8,476
    The SAAB born from jets campaign is kind of like Volvo saying

    Born From...

    image

    Or this...

    image

    or this...

    image

    We have a SAAB dealer in our group and the new SAABs are so much better in every way but one. They just don't have that quirky saab soul anymore.
  • fezofezo Posts: 9,195
    My brother has an 02 Saab 9-3. It's probably about the last real Saab.

    Admitting that the new Saabs are better cars but they have lost anything the separate themselves from the pack.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 38,958
    Toyota - Born From:
    image

    Toyota still makes textiles, but you never see them bragging about their looms here.

    Some people like the Subaru Tribeca "aero" cockpit, but from the photos, it looks a bit cramped to me. Maybe Saab would be better off going back to the moose test ads.
  • MrShift@EdmundsMrShift@Edmunds Posts: 43,647
    VOLVO: Born from Buses!

    I love that! :P

    We could have had:

    "Studebaker: Born from Wagons!"

    Buick: Born from Porcelain Sinks!

    DeLorean: Born From....er...oh never mind...
  • british_roverbritish_rover Posts: 8,476
    DeLorean: Born From....er...oh never mind...

    image
  • rockyleerockylee Posts: 14,011
    I don't get what all the fuss is about ? What's wrong with Saab, using it's aircraft heritage as part of it's advertising for it's cars. Hell it sounds cool as every one thinks jets are cool. :shades:

    In all honesty I'd like to hear some of y'alls suggestion's for advertising the brand ?????? For example is their something catchy you might be able to use for the new
    08' 9-3 or for the brand as a whole ?

    -Rocky
  • fezofezo Posts: 9,195
    I don't care much on the ads other than to find them silly. I'm more bothered by the fact that they've just about engineered every little bit of Saab out of them.

    Quirkiness is what made Saab desirable. Unless they can replace the quirkiness with something else more desirable I don't know how they continue long term.
  • fintailfintail Posts: 32,910
    They should do a heritge themed ad...show all the old quirky cars. Of course, that might not be so hot if they want to appear sporty...featuring something like a pea-green 1975 99 might not lure people in.

    Mercedes can do "born from other Mercedes"...
  • fezofezo Posts: 9,195
    Great ad - show someone with one of those old 2 cycle Saabs putting the oil in with the gas....
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 38,958
    do a heritage themed ad

    Then everyone will want to buy an old Saab.

    Why I Want an Old Saab

    image
  • rockyleerockylee Posts: 14,011
    What year did Saab, get really involved with making cars safe ????? Was that in the early 80's ?

    I also didn't know that Saab, didn't makeaturbo engine until 78' :) Hell that was the year I was born meaningthe Saab Turbo tradition is 29 years old.

    -Rocky
  • MrShift@EdmundsMrShift@Edmunds Posts: 43,647
    Saab produced the first full-production turbo sedan in the world.

    They were remarkable cars for their time but I think pushing one around today would be just a series of catastrophic failures. The 99 was a pretty lousy car unless you were a very handy backyard mechanic and had tons of NOS parts to draw from the bin. Headgasket failures and transmission failures were common.

    If you like older Saabs, a late 80s model 900 16V turbo would be the way to go, but never with the dreaded automatic transmission.

    SAAB ADVERTISING: I agree, some heritage ads might work. They could emphasize their great rally history for instance.

    Yeah, I'd leave out the 3 cylinder cars entirely....
  • british_roverbritish_rover Posts: 8,476
    Well with the New 9-3 available with AWD maybe SAAB should get back into Rally racing and do some advertising tie ins to their Rally history.

    Rally racing is becoming more and more and more popular in the US now.
  • fintailfintail Posts: 32,910
    I was thinking that too, Saab had some very competent rally cars back in the day.

    My original heritage comment was said in jest, but a rally themed ad could work, I'd like to see it for the old footage.
  • bumpybumpy Posts: 4,435
    Saab produced the first full-production turbo sedan in the world.

    "Sedan" being the operative part of that sentence, since the earlier turbo cars (Jetfire, Corvair, 2002 Turbo, etc.) happened to not have back doors.
  • Stever@EdmundsStever@Edmunds YooperlandPosts: 38,958
    I happened to see a Saab 95 wagon this morning in great shape but didn't have my camera handy. The tail fins were noticeable. Probably an early 70's version.
  • MrShift@EdmundsMrShift@Edmunds Posts: 43,647
    True. You might say Saab had the first "mass-production", "modern", turbo sedan. Those other cars were at best, very limited, and rather unsuccessful designs. Really any turbo blowing through carburetors is kind of doomed. What a bad idea! (I think BMW used a fuel injected motor though, but in the 2002 coupe).

    Saab linked turbos to fuel injection and a full-size, practical 4-door, so really it's fair to say it was the first modern turbo sedan produced in significant numbers.
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