About last night.....

Thanks for having the balls, mate!

Saab may not realize it, but you gave them a big hand showing those pics: now we have something positive to talk about, and not all that "is the Koenigsegg deal a good one?" obsession we couldn't get out of our heads.

I speak for myself: the deal worries me, but now all I can think of is about that wagon! :)

Thanks again, mate, for taking the heat for us SU trolls

I stand by your decision mate!

Hi Swade.
I guess you kind of feel like you betrayed a good friend. Let`s hope you managed to repair the damage so that you still can get all the goodies from your sources.
I guess they will be reading all the positive comments and will realise that mabye what happend was of good.
Thank`s a lot for posting the pictures! The wagon truly looks like a killer and thanks to the pictures I WILL by one. The early postings of the pictures just gives me time to save up the money:)

Since the pictures are out. Would you consider posting them in original resolution rather than the reduced versions?

If I were responsible for Saab marketing, you would now be on my boycot list. I understand the advantages for Saab, because 'forbidden' images are much hotter than official releases, hence good publicity. But if this is really something that you did all by yourself, and Saab didn't have a hand in releasing the images or didn't count on you releasing them, then you undermined their marketing campaign. As said, if I did the marketing at Saab, you would now be on the blacklist.

Dr P: short answer is 'no'.

BaRa: That's a fair call and may yet happen. It's one of the things I've had to weigh up every time I've received stuff from Djup Strupe.

Swadey,i stand by your side on the decision to post the CGIs.

Saab needs this,the media must be feed.

That 9-5 wagon has me very excited. It is the first post '93 Saab I've ever liked. Because of those pictures, I will no longer being dissing on the new era of Saab. Thanks for posting Swade!

David

I work for a marketing department of a large automotive company (won't say who)and whilst we don't mind having magazines and alike showing artists impressions of forthcoming cars, if we had a credible blogger like yourself that we contributed regular news etc. we would expect the blogger to respect this relationship, it is a 2 way thing. Personally, I think it was a little irresponsible for yourself to have posted these images knowing they were from Saab; who at this present time is trying to finalize their deal with its new owner and to forge its way into the future. I recall following, your news story early this week about your decision to write a letter to the PR department you stated "You guys need to put Saabs United, and many of the other websites like it, out of business."; we wouldn't since we believe the community at large helps with many of our PR and marketing decisions.
"But if I was working for Saab, I'd have to wonder what's going to happen to my message". In this instance this certainly seems the case. It does not surprise me that other blogs etc. now possess these images since now they are in the public domain plastered all over the net.
Others may not agree with my comments , but I'm sure if Saab were interested in sending out even CGI's they probably would have done this on their newsroom, and we work exceptionally hard to create teaser campaigns etc. on new launches.
I suppose the damage has been done and whether it high res or low res images, it does not make any difference after all this only applies if you printing them and not just viewing them on the screen.
Andy M

Saab benefits because it builds enthusiasm for the brand. While a company always wants to control the marketing of a product, Saab, the same as a company like Apple, benefits from these enthusiast websites, even when information gets out before they want it to.

Andy, I must say that this car has been in development for a long time now. Frankly I'm surprised that pictures or CGI's didn't surface earlier. Many dealerships have suffered significantly because Saab has waited so long to bring this car to the market. I just hope theirs still time, given what our competitors are developing, and already have out. Saab needs to get on the stick and stop hiding this car. It's about time if you ask me!!

Well people i gotta disagree. Swade did the right thing in running these shots.

Why?

Because in the true tradition of reporting - and let us not forget that this site is a reporting site, not a Saab PR site, he went with the story.

Do any of you remember CAR magazine in its heyday - when it ran "scoop" pictures of secret new models?

Hans Lehamann made a living photographing cars like this.

And Sweden's major car magazien ran these latest 9 5 shots to! So that vindicated Swade's decision.

These were not embargoed official shots. If Swade had broken an embargo he would have been in trouble. But he did not.

He is not due a Black mark from Saab. he is an independent and they know that. They know that they can soemtimes get what they want, but not always.

Sorry, but as an ex editor, and car journo, as well as a PR man, I can see this from both sides. "Trust" does not come into. Join real politik folks.

At the end of the day, you my friend Swade have been the lifeline and a continuous shot in the arm to all of us that visit this site and to Saab itself. I can tell you that in hard corporate & business terms there are times when you ask for forgiveness rather than permission. This is certainly one of these occasions and thanks to you we all carry on with the hope in our harts that Saab will continue to live and stronger than ever. Saab will too acknowledge the positives of letting these pics out ahead of them making them public. Good on ya and we thank you all for having the courage !!!

swade, here in the US there's a lot of derision of our media for acting as stenographers to our previous govt, ostensibly to avoid losing access. unfortunately, a lot of people think that's how reporting should be done in all fields.

good reporters know when the goods are bigger than the permission. nice work.

Remember that it is not only up to Saab PR or marketing department to fill the brand with meaning and value. They should be glad for this kind of entusiasm that generates from Swades homepage. This is a great way of getting a lot of publicity for less money and it feels more authentic than something that directly comes from Saab.

/J

I would not be half the SAAB - freak that I am if it weren't for the great information that I get from the sire.

Enough said.

Current 9-5 is already selling so slow that money wise they hardly lost anything as big public does not follow Internet/car magz (like we do) and Saab's core buyer group knows very well that in relatively short time they could order an entirely different new model. So any new pic doesnt change their minds about should they get current or new 9-5.

Generally car purchase takes some while to think and ponder, so Saab will probably inform dealears so they can answer something if asked. Then Saab will release few well selected exterior pics to get more attention and some "lock-on's".

Big car shows, like where new 9-5 is about to debut are becoming so filled with new models from everyone that car makers are starting to release pics before those events to get more exposure.

@Swade Seeing the post, I am excited about the new 9-5 and plan to order one as sppn as they are shown officially. We have seen spy shots for months and the release here was very cool. The reaction was quite nice.

I feel better about Saab than I have in a long time.

Swade, you had a difficult call to make, and IMHO, you served well the community who scan your site daily (some hourly!) due to your demonstrated passion and commitment to the brand. We know you do not lightly pass on info you consider sensitive to Saab's survival or success, but in this case, you have ignited a surge of positivity for the new 9-5.
Obviously there is still a wide range of detail to be 'released' about this new model which Saab can 'control' - interior, trim, wheels etc etc. IMHO again, these images countered the rather bland and dull blue cgi Saab presumably sanctioned a couple of weeks ago - that image worried me, the most recent one encourged me again.

Swade, sleep well, you did the right thing and Saab will get 'over it'.
Cheers mate for the hard work.

I was afraid that Saab had dispatched commandos to Tasmania to silence the traitor. :-)
I'm much relieved that Swade's silence is ended, and he's back online.

How could the release of these pictures possibly damage Saab's future ad campaign? We've been waiting EONS for these crumbs to fall from the table and it's about time! This has stirred enthusiasm for Saab's future models, and that can't be a bad thing! The general public (based on my interactions with people) thought Saab was out of business after GM announced its plan to dump the brand. These pictures should serve as a statement of intent for Saab, and not a moment too soon!!

The dealers have to be excited and relieved to finally see something new. I called my dealer for the first time in a while and bet others did too.

A positive for Saab - Swade's release makes it very hard for GM to "take back" the 9-5 per earlier rumors about FritzHen liking it so much he might want to keep it. Now he can't. The release helped Saab and Sweden.

It was good move to show those pics Swade. They look amazing and give us a hope that Saab will survive all this and there´s really some great new models waiting.

All this, Koenigsegg deal, pics of new 9-5 and all those countless spy pics of 9-5 & 9-4X makes Saab more and more interesting.

Some marketing for 9-3X, please Saab?

To me this was all positive news. I will have to change my MY06 9-5 SC perk car this fall and I had more or less determined to get a new Passat.
These pictures made mechange my mind. I dont mind waiting a couple of months more to get this car! If Swade hadn´t showed them, my local Saab dealer had missed 30 000 euros plus.. -I guess much needed money these days.
So Saab: You actually DO make money out of this!

/J

After much 'umming-and-ahhing' you did the right thing. As has already been pointed out Swedish magazines posted the pictures so why shouldn't Saab's most prolific blogger do the same? Oh, and thanks again!! :)

Good call, probably a difficult one. It had to happen sooner or later, and in this case it was later.

This is the link to the German version of AMS about the presence of Opel at the Frankfurt Motor Show 2009 (dated 24th of April 2009!):
http://www.auto-motor-und-sport.de/news/opel-auf-der-iaa-2009-opel-bringt-den-astra-und-meriva-zur-iaa-1225260.html

There is also a small report on the news models which will be presented thee.

Now, dear Saab marketing guys: what are you waiting for? Aren't you going to show the NG9-5 in Frankfurt? When are you going to (let) show some (un)official pictures???

People need to know that Sab is alive (and kicking)!

Swade, thank you (for having big kahunas)!

Lance Cole, Ron, and MarkS +1

Swade, we stand by you 100%. You did what you've always done best - keeping the community excited and optimistic about Saab. No marketing company can achieve this. You did the right thing.

Surely SAAB must know we're all on their side, cheering for the same team, the 'good guys' so to speak...

Just for the record... when I say that Swade would be on my black list, then that's under the assumption that I'd be running Saab's marketing. But I'm not, so I'm as happy as the next guy with these shots. :-)

Hey SAAB:

I've owned a 99 9-5, A 2001 9-3 SE Conv and rare 2002 9-3 Viggen Convertible.

I thought those were great "SAABS", the post GM Saabs are clearly the exact opposite. Since then I've owned a Lexus RX and Audi A4 Convertible. I was thinking of changing the Lexus RX for the all new RX, the A4 Wagon or the new Volvo XC60, UNTIL I SAW THIS.

This CGI has peaked my curiosity tremendously...to the point that I will keep my current RX until this new gorgeous 9-5 Wagon is out. Granted, I may end up getting another vehicle regardless, but this CGI release has made me want to wait and give the Saab a chance against the other wagons on my list. I would love to come back to Saab.

Now get your dealer network in check. Your only Saab dealer in Miami is a disgrace to the brand.

first impression can be made only once. Was this first impression what wanted to give for ng9-5. If yes good to show cgis, if not...

BTW, Chrysler and BMW now sponsoring Burn Notice.
M-Benz all over Jon Stewart's Daily Show for new E-class.

just cannot get subscription to work....

Actually the Miami Saab dealership has been doing it alone since they opened their doors....its not a CADILLAC/HUMMER/SAAB hybrid.

They are the absolute worst, the people, the building, the LACK OF EXCITEMENT.

Tough call but as others have noted - SU is a news site, not a PR vehicle. The fact that it becomes a de-facto PR vehicle for Saab so regularly perhaps confuses us from time to time.

Images of the NG 95 are long overdue and these are a welcome cool breeze to the unnecessary heat that conjecture about Koenigsegg/Saab has been drawing.

Great looking cars, a great reminder why we're here and a great reason to have faith in Saab.

I have been thinking about that picture and have a theory....its not a wagon its a HATCHBACK! Why?

Well Saab has said the new SC comes out next year so why would they release a picture of it now AND the rear overhang is far too short to be a wagon.

Just a thought! :)

I think its a little bit sad that now everyone knows exactly what it will look like, people wont flock to the the Saab stand in such big numbers when its 'revealed'. Im pleased Ive seen it but I was happy to wait, it certainly was worth waiting for.

aaron, i cant remember any recent big car release that wasnt disrupted by some car blog breaking an embargo.

Swade, you did the right thing by publishing these images. I wouldn't have pulled them back though.
After all, it's not two years before launch, it's only two months!
When will the last old 9-5 roll off the line?
Today, tomorrow? So what damage can be made?

The new Astra will be presented also on the IAA and Opel is showing all the pictures.

BTW: are you sure that there is not a small chance that these pictures were given to you on order of the Saab management and that they are just putting up a show to hide this?
We all know that showing pictures 5 minutes on the net is enough.

Um, if other websites were given the green light to post these images, then why can't Swade?

If the release is out, then it's out.

Swade -

I think that this issue fits exactly with what you were saying a week or so ago. If Saab were to manage its message more like a small, nimble, forward-thinking company, your site would rarely have enough information to survive as Saab rationed out information directly to the masses.

However, in this case, it really all boils down to the one thing you can't tell us: the source. And that makes all the difference.

If you blew an embargo (where you agreed not to use/publish until a certain time) then your flirtations with guilt are well-earned.

If you know these to be authentic Saab images - but obtained outside of normal PR channels - then the only concern might be the implications of burning your source (who likely knew you'd use them) or the legalities of being a party to corporate espionage. (Some companies are known to change very minor parts of pre-publicity photos just so they can trace the source of leaks.)

The bottom line, though, is that you have offered Saab almost complete control of your sites a number of times, and if they had wanted to be sure you'd never bite their hand they could have either hired you on, or simply become a significant advertiser on your site (more subtle, but often effective.)

Meanwhile, you have given the Saab community another glimpse of good news ... and Saab's own actions (asking you to take down the images) has all but verified the images are probably pretty accurate. Even if they were dead-on, if they had not made a stink then this whole mess would be nothing but more speculation as to the how close they really were (like all the other renderings we have seen the last couple of years.)

Don't fret mate ... if Saab cuts you off they are just making more work for themselves. You speak to their best customers without the clutter of someone that covers hundreds of brands ... They can reach all of us in other ways, but then they have to do all the work themselves. (They'll get tired of that quickly!)