Honda beating up on Saab in advertisement

This post started with an ad that was spotted today in Uddevalla. The photo of that one was a bit blurry, so I’ve substituted it for another photographed at St Eriksplan train station in Stockholm by Jakob W.

Honda Saab Ad

The ad says:

Älskade Saabägare Förlåt
Vi har nog glomt att beratta om vara bilar

Which translates to:

Loved Saab owners, forgive us
We’ve probably forgotten to tell you about our cars

It should be mentioned first that this is part of a bigger “Forgive Us” campaign that Honda seem to be running. The slogan is writ large on their Swedish website. But in mentioning Saab directly, it could be understood as them taking a shot at a vulnerable competitor.

Here in Australia, this would probably be taken as being a little bit cheeky. In Sweden, however, I’m told that this attempt at beating up on what could be perceived as an injured party is quite a cultural no-no.

The guy who sent it to me, Jens, had quite a reasonable respect for Honda as a company. That respect has just been diminished a little.

But maybe I shouldn’t be mentioning any of this. Maybe I’m beating up on the little guy in doing so.

HondaBil sell the Accord (sedan and wagon), Jazz, Insight, Civic (5dr and Type R), CR-V and CR-Z in the Swedish market……. and in September 2010 they sold 352 vehicles.

Saab sold 801……….. if you only count the Saab 9-3.


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