by Swade
January 28, 2011 in Saabology
It looks like Saab Germany are jumping in and sharing the XWD Days first advertised by Saab Austria.
German customers are invited to fill up the 11-13 February slot, and have another bunch of dates open from the 16th to the 18th.
The program is the same, with skidoo, cottage accommodation and lots of XWD driving. The price is the same, too, at 249Euro per person.
by Swade
January 28, 2011 in Saabology
We showed some Saabs leaving Stockholm for the Monte Carlo Historic Rally yesterday, and the Erik Carlsson replica will be leaving from Riems, in France (more on that car shortly).
Today, some photos from Poland, including some Saabs that left from Warsaw to go to Monte Carlo for the event. All photos were taken by Robert W from the Saab Turbo Club, and sent in by Justyn D. I’m told there should be more tomorrow.
Click to enlarge….
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by Swade
January 28, 2011 in Saabology
Following on from the two Saab ads that debuted yesterday, another of Saab’s new Wall Street Journal ads has been posted on Saab’s Facebook page.
Click.
The text reads as follows:
Go ahead. Tell us it can’t be done. They said a car company founded by aircraft engineers would never fly. We didn’t have the sense to listen. In 1947 we put a wing on wheels and never looked back. In the ’60s if you wanted to compete in rally racing, they said you needed a larger, high-powered car. We won back to back World Championships with nothing more than a little family car. In the ’70s they said turbo power wouldn’t work in a mainstream production car. We not only tamed the turbo, we changed the industry forever. In the ’80s they said four-seater convertibles were a thing of the past. We built a cult classic. Fast forward to last year, they said our best days were done. But once again, our ears must not have been working. Because today, Saab is back. We’re an independent company flying higher than ever. Case in point, the all-new Saab 9-5 Sport Sedan. The most advanced Saab ever built. To be followed this spring by the capable 9-4x Sport Crossover. Soon after that, an entirely reinvented lineup. And we have a lot more coming out of Sweden after that. Just don’t expect any of it to follow convention.
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I love the sentiment. Absolutely fantastic. One of the things I’ve always found most attractive about Saab is that they’re unconventional and that they punch above their weight. I’m just really pleased to see them playing this up.
I’m going to provide a practical, fixable nitpick just this once, though, for the benefit of whoever’s reviewing the ad copy….. The word ‘capable’ isn’t as aspirational as the 9-4x deserves.
Otherwise, love it.
by Swade
January 28, 2011 in News
We did a big chunk of this a few months ago with the (Unofficial) Saab Ad Competition.
A press release from SCNA:
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ROYAL OAK, Mich., Jan. 27, 2011 /PRNewswire/ — “The Story of Saab,” a multi-media, multi-faceted national advertising campaign, which will include online ads written by Saab fans, kicked off yesterday.
According to Nicole Jankowski, Saab Cars North America’s Marketing Communications Manager, “The idea behind the campaign is independent thinking, but, most importantly, it will let everyone know that Saab is back, here to stay and that we never went away – what we stand for and who we compete against.”
The Swedish manufacturer virtually disappeared in the United States market less than a year ago, as its parent company at the time tried to sell it. Led by its entrepreneur CEO, Victor Muller, Saab was purchased by Spyker Cars N.V. nearly a year ago – Saab is now once again regaining its place as an independent and viable automaker in the minds of potential consumers.
“Saab has always been unique, offering products which might not be for everyone, but are innovative and speak to its incredibly loyal, devoted owner and fan base,” Jankowski said.
Print ads from the campaign debut this week in The Wall Street Journal, and will be followed by the first television flight starting on January 31. The campaign has a brand story, a product story and retail elements.
“It’s a true, comprehensive re-launch of the brand, the cars and the company,” Jankowski said. “And it’s a long-term, brand building platform, with elements that will continue to evolve in the coming months.”
Online/social-media will be an important part of this campaign. Saab will preview the television commercial January 30th on its Facebook page. In addition, Facebook followers will be asked to write ads for the company, one or more of which will be used in future online advertising.
“The Story of Saab” was created by McCann Worldgroup Detroit’s Team Saab for the U.S. market. Team Saab also has the responsibility of creating the global launch campaign for the company’s next product, the 9-4X.
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About Team Saab
Team Saab is a unit of McCann Worldgroup dedicated to marketing Saab Cars North America. McCann Worldgroup delivers marketing solutions that transform brands and grow businesses. The company is comprised of a roster of best-in-class agencies, including McCann Erickson Worldwide (the world’s largest advertising agency network); MRM Worldwide (digital marketing/relationship management); Momentum Worldwide (event marketing/promotion); McCann Healthcare Worldwide (professional/dtc communications); WGEXP (global production); UM (media management); Weber Shandwick (public relations) and FutureBrand (consulting/design).
by Swade
January 28, 2011 in Saabology
I was quite distressed last night to hear about a fire being deliberately lit in my favourite hotel – the Scandic Swania in Trollhattan.
Most people who have visited Trollhattan would be familiar with the Swania and I know a bunch of SU readers have stayed there over the years during Saab Festival and other events. It’s great views, wonderful rooms, exceptional staff (and great breakfasts!) make it a wonderful place to stay when you’re visiting the land of Saab.
Thankfully, no-one was hurt in the fire. I hope they catch the bastard that lit it and that the Scandic group can rebuild the damaged sections of the hotel soon.
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Saab fans in south-east Pennsylvania should look in on the SE Penn Saab Club forum and check out the Independence Day drive they’re organising for February 20th.
The plan at the moment is for a light brunch around 10am and then a drive to the appropriately named Victory brewing company for a tour and a lunch.
They need to book the tour, so check in at the forum and show your interest.
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Speaking of Saab gatherings, the Saab Swiss Fondue meeting was held last weekend in Switzerland. Around 60+ people and 30 Saabs were there for the weekend and it looks like there was a good time, and plenty of cheese, had by all.
They got some good media coverage, too. This is just one of many…..
The event was organised by Dimini.ch, who sell wonderful scale model Saabs (and a few others).
There are plenty of photos here and even some good video over at Saab Actu.
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Hilton Holloway from Autocar has published a review of the baby of the Saab 9-5 range – the 1.6T petrol version.
It’s actually quite a positive read but the same problems with UK tests persist – a ride experience that’s less comfy than it should be. It seems 18 wheels with 45 profile tyres aren’t doing the trick and if some other setup is available, then UK journos should be getting that alternative.
HH quite likes the 1.6T engine in most instances and the overall finish of the car seems to have improved in his estimation.
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All you advocates of a high powered Saab ought to get your thinking caps on in preparation for the weekend – the SU Hi-Po Challenge will be on.
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by Swade
January 28, 2011 in Saabology
It’s been a little while since I’ve featured the work of some 4-season convertible drivers. It’s been an unofficial theme for this month and we’ve had quite a few people write in sharing images of their convertibles being used top down, all year round.
Today’s images come from Simon P, in England, who got up to a little yuletide fun with his 9-3 Convertible last Christmas. OK, there’s no snow on the ground here, but Christmas in England isn’t generally considered to be warm.
Click.
I often drive my convertible with the roof down in very cold weather, sometimes as low as -5.
Here are a few photos taken this year and last at Christmas, just for fun with some friends and my children. I love the looks of disbelief that we receive.
All the best
Simon
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Thanks to Simon, and if you’ve got any topless Saab winter pics (you know what I mean), please feel free to send them along…..
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by Swade
January 27, 2011 in Saabology
Broom has been described to me as being like Norway’s version of Top Gear.
I wrote about their Car Of The Year poll here at SU some time ago and it seems the interest of Saab fans in the poll has led to a positive result for Saab.
Now that the vote is over, many thousands of votes are recorded and we have a clear winner: Namely, the Saab 9-5!
There are two good outcomes from this poll.
First, they’ve written some genuinely complimentary words about the Saab 9-5 in their text about the poll.
Second, they’ve accepted the fact that fans of the prominent brands in the poll have spoken. The Saab 9-5 won with 42% of the vote and the Alfa Romeo Giulietta came in second with 26% of the vote. Both cars seem to have attracted their fans to the poll, a fact that Broom see as solid support for the vehicles.
- We have seen that Saab fans have mobilized powerful, but it is not the only explanation. The 9-5 gathered votes steadily and it is clear that many think this is a very exciting new car – just as we do at Broom,” says our own bilekspert Benny Christensen.
It’s a great result for Saab in Norway and I hope it leads to some more interest for the brand there.
Thanks to Per for the tip.
by Swade
January 27, 2011 in Saabology
RedJ covered the press release relating to this story yesterday, but there’s a little more that I wanted to share with you today.
Peter Backstrom, from the Saab Museum, is heading down to Riems, in France, today. He’s taking Erik Carlsson along with him and together they will salute the chief editor of Oldtimer Markts magazine, Peter Steinfurth, as he drives off to compete in the Monte Carlo historic rally.
This is significant as Mr Steinfurth will be driving a replica of Erik Carlsson’s Monte Carlo winning Saab 96 – a car the magazine staff have been building especially for this race.
You can see some video of the two-stroke engine being fired up for the first time here.
It’s also significant because this year’s Monte Carlo historic rally celebrates the 100 year anniversary of the original event, which began in 1911. Erik Carlsson won the Monte Carlo twice in a Saab 96, in 1962 and 1963. Lesser known is his 4th placing in 1961 in a Saab 95, which had he placed three spots higher might have been one of the only times a rally of such significance was won by a driver in a station wagon!
Peter Backstrom has his camera on hand and will hopefully share some images from the event when it’s all done and dusted.
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A pre-start event was also held in Stockholm a few days ago, and Jörgen from the Saabs United Historic Rally Team was on hand to get some photos and video.
The cars were waved off by Bo Hellberg, the former director of the Saab Rally Team and there was a very nice two-stroke Saab 96 amongst them.
Jörgen and Bo Hellberg….
Some of the starters in Stockholm….
And some video of the Saab 96 two stroke of Fredrik Ekendahl leaving from the KAK club in Stockholm….
httpvh://www.youtube.com/watch?v=2m1MAfljb0c
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by Swade
January 27, 2011 in Saabology
Radulf Jetter runs Soonteam, a corporate culture and design business in Germany.
He’s also a big Saab supporter, working with local Saab dealers in his area around Münchwald. As well as SoonTeam, he also runs a Saab support effort called SoonSaab.
Radulf has sent over some brochures his company has put together recently. Click to enlarge:
The soonsaab real life ad campaign: We recently produced 7 highclass tourism catalogs with validities from one up to three years. In each of these catalogs we have integrated an independent Saab ad which leads to soonsaab.com (and soonsaab.com leads to saab.de … etc). These catalogs are published with a total print run of 150,000 copies. They contain absolutely no other third-party advertisements. One of those small steps to bring back Saab into the minds of German buyers. (Saab Germany got info in advance.)
Radulf’s support hasn’t been limited to his field of expertise…..
Each customer of Soonteam cc received a (Brekina scale model) Saab 96 as a Christmas gift and an offer for an extremely cool Saab deal: If he buys a new Saab before the end of March, he gets “Schwacke Listenpreis” (= official German pricelist of used cars) for his used car plus 5,000 Euro in addition + Soonteam work worth 500 Euro.
….and it doesn’t stop there, either. Check out the new addition to the SoonTeam driveway:
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Radulf was also very connected into the RescueSaab campaign back in 2009, so this isn’t a one-off thing for him.
That’s what anyone would call going above and beyond the call.
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by Swade
January 27, 2011 in Saabology
I talked about Saab’s US advertising blitz a few days ago and today, it’s begun. It’s understood that they’ll have four days of significant advertising in the Wall Street Journal, for starters.
Thanks to Steve for this snapshot from today’s WSJ (pages A10 and A11)….
I know it’s unclear, but Saab have posted some clear versions of the new ads on Facebook so we can all see where they’re going.
The first ad (which you can see in the WSJ, above) is made up of the following two parts. Click to enlarge.
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The second ad is made up of the following two parts:
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We’ve had a lot of conversations about advertising here on Saabs United. I imagine people should be well pleased seeing Saab tell the story of the support Saab received.
Personally, I think it’s a very human story and it’s well worth the telling. The photo of that young lady in the first ad is directly from the St Petersburg Saab Support Convoy (though the sign she’s holding has been photoshopped, understandably).
I don’t know who’s composed the ads and I don’t know how much the public conversation about advertising has influenced the content, but I think the conversation has definitely been effective and for that reason, my thanks go to everyone who took part in it.
by Red J
January 27, 2011 in News
SAAB GB ANNOUNCES SPONSORSHIP DEAL WITH WORLD’S LEADING CRICKET WEBSITE
As excitement builds ahead of the ICC Cricket World Cup in February, Saab GB has announced a major sponsorship deal with ESPNcricinfo.com, the world’s leading cricket website.
The independent Swedish company will be the lead sponsor of ESPNcricinfo’s extensive Cricket World Cup coverage during the tournament, with a key presence on the company’s website. Saab will also sponsor the launch of ESPNcricinfo’s first iPhone and Android apps that will be available for web users to download throughout the tournament.
In addition, the partnership will extend to a major new editorial collaboration – ESPNcricinfo’s Innovation Series, in partnership with SAAB – a ten-week series of in-depth features, written by ESPNcricinfo’s experts and cricketing legends. The features will detail the developments and advancements in cricket history that have helped shape the modern game.
David Pugh, Marketing Director at Saab GB, comments: “Saab is delighted to support ESPNcricinfo’s online coverage of the Cricket World Cup in 2011.” ESPN is a well established brand and its cricinfo offering has developed hugely over the past few years, so we’re pleased to be supporting the website and to be involved in such a major sporting event.
“The sponsorship comes at a pivotal time for Saab as the brand continues to build momentum. We’re currently in the middle of the biggest product offensive in our history with more new products set to launch in the next twelve months. ESPNcricinfo.com will give us a fantastic platform to reach a targeted audience.”
ESPNcricinfo, supported by Saab, will be delivering extensive coverage of the Cricket World Cup including ball-by-ball updates, scores and text commentary as well as recaps, interviews and player profiles from every match. Expert analysis and insight will be led by ESPNcricinfo’s team of cricket greats such as Ian Chappell, former Australia cricket captain and Geoff Boycott, former England cricketer and fourth highest accumulator of Test centuries in history.
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Red J here:
I think cricket is a big sport in the UK, and ESPN is big sports. So for me it is a good move.
If you live in the UK, what do you think about it?
by Red J
January 27, 2011 in News
Not exactly.
But an exact replica of Erik Carlsson’s car from 1963 will start at this week’s XIVth Monte Carlo Historique.
The press-release from Saab reads as follows:
The classic Saab 96 has been created by German vintage car magazine Oldtimer Markt and will be driven by chief editor Peter Steinfurth and navigator Thorsten Loeber .They will take the start at Reims this Friday (28 January) in a car that recreates the original in every detail, right down to the 283 entry number Erik used that year. He will be on hand to wave them off.
Saab 96, 1963 Rallye Monte Carlo. Specification:
Engine: 3 cylinder, two stroke longitudinal
Displacement: 841 cc.,
Power: 70 hp (52 kW) @ 6000 rpm
Front wheel drive, 4 speed gearbox with freewheel
Brakes: Discs at front
Tires: Dunlop SP 155×15
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Source: http://media.saab.com
by Swade
January 27, 2011 in News, Saabology
UPDATE
I’ve checked with Peter at the Saab Museum and can pass on to you all that there will not be a Saab Festival in 2011.
It seems someone on the Facebook team might have jumped the gun a little, which is fine. A good excuse to show the video 
Festivaliers should therefore keep their eye on the 2011 IntSaab gathering in Finland, where registrations are now open.
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I only came to know about the Saab Festival in 2007, when I attended my first one. As I understood things then (and I could well be wrong on this), the Saab Festival is held every second year.
If that’s the case, then the possibility of a Saab Festival in 2011 is an interesting one. Why?
The 2007 festival should have been followed by one in 2009. In 2009, however, Saab were being held up against a wall with a knife at their throat. Money was tight and there was seemingly little to celebrate, so the 2009 festival was cancelled and replaced by a smaller “Saab Days” event, which was more of a local gig.
With Saab reborn, a Saab Festival was held in July 2010.
I think you can do the math here. If they retain what I understood to be their normal pattern, we could expect a Saab Festival again in 2012.
Then there’s this, from Saab’s Facebook page today:
Here are some video highlights from the celebration of last year Saab festival. Who’s planning to visit the Saab festival in Trollhättan, Sweden this summer?
My emphasis added.
This is fantastic news, obviously, just a little bit surprising.
There’s nothing on the Saab Festival website yet. If I find out anything further, I’ll update you all here.
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The Facebook entry linked to this video from the 2010 Festival. It’s worth watching if you’ve got a minute…..
httpvh://www.youtube.com/watch?v=xolX40joY3E
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by Swade
January 26, 2011 in Saabology
It’s good to see more and more of the Swedish press covering the 12-month anniversary of Saab being sold to Spyker (well, the initial deal, at least).
DI.se are the latest to join the party. They got a little poopy with my last translation, so here are some snippets only. You’ll have to hit the link and Googletrans the whole thing for yourself.
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It was much harder than expected to launch the Saab Automobile after GM’s liquidation. But it worked. And doing better day by day. It says Saab President Victor Muller in an interview a year after he took over the automaker….
….”By this time last year I was in a bed at the Grand Hotel and gasping for air. I was completely exhausted after the last days of negotiations with GM, “said Muller.
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How does it look now?
“We see a lot better situation in 2011 than in 2010 when we do not have supply problems during the first half of last year. I do not think 2011 will be a normal year for Saab, but it’s becoming more normal than 2010 was.”
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Do you earn money on every car sold?
“No, it depends on what market it is sold on. It is particularly tough on the American market, given the weak dollar. But it’s not just Saab, but also BMW, Mercedes, Porsche and Volkswagen.
“The difference is that the producers have great production in the U.S. also. It is one of the reasons we are not moving production of its 9-4X to Trollhättan. ”
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While remaining part to settle from the period when the Saab was in reorganization. Enforcement argues that Saab has a debt of 110 million to pay from the government wage guarantee that the company received. But Saab believes that the debt is written off in conjunction with an arrangement.
“It is a question that it is now up to the right of deciding. We believe we will win, but if we do not, we have the money to pay for it, “said Muller.
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Thanks to Micke for the tip!
by Swade
January 26, 2011 in Saabology
Here’s your must-read article for today.
TTELA have honored the 12-month anniversary of Spyker signing to purchase Saab with a Victor Muller interview. They cover the purchase, Vladimir Antonov, the business plan and the cult of personality.
Some Googletrans snippets:
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A real cliffhanger is a worn out sports cliché, but when it comes to negotiations that preceded the fight between Spyker Saab and GM, it is an entirely accurate description. When TTELA reaches Saab Chairman Victor Muller to talk about what happened is he – as usual – on the road, he is in London to meet with Vladimir Antonov.
- We were about to give up safely ten times, the deal was indeed stone dead several times during the negotiation with GM, said Muller.
- But we did not give up. I have often quoted Winston Churchill: “When you go through hell – just carry on.”
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(About Antonov)
- The way he was treated by the media with all the rumors and accusations is really shameful. He was innocent all along, which of course the reports also revealed! There he made for Saab should not be underestimated – it had not been a Saab business without him. He was with all the time from GM’s announcement to close 18 December to deal Jan. 26.
- He has a genuine empathetic approach to Saab. There should be a statue of him erected in Trollhättan.
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- We have a huge product offensive, it is [the best] way to convince skeptics……
Muller emphasizes that there are not just negative stories to tell about Saab. On the contrary – the new 9-5 model, BMW-co, 9-4X, cleaner engines and new 9-5 station wagon …
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When asked how he sees himself on constantly at the center of the Swedish and Dutch media he says.
- Yes, last I saw they commented on how I was dressed. It is not good when it gets too much focus on one person, the important thing is Saab. We need to tone it down.
- In Holland, I became the synonym of Spyker, which was not good. Just look what happens when a person is too much associated with a company. Steve Jobs’s a fantastic person, but when he gets sick falling stock price for Apple, a company with tens of thousands of employees. It’s not healthy.
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Thanks to TimR for the link
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