Saab ad blitz in February to shout Saab is Alive

There has been a lot of talk in relation to Saab advertising, much of reflecting no small amount of discontent.

Many have argued, quite accurately, that Saab did not tell the story of their survival. The fact that many dealers and enthusiasts were still receiving questions about whether Saab were still alive only seems to support this notion that Saab still have a lot of work to do.

Victor Muller attended Saab’s outdoor exhibit at the Detroit Auto Show (which seems to have received good attention, by the way) and in speaking to the New York Times, he indicated that that lack of storytelling was about to change:

“Saab was perceived to have died with old G.M.,” Victor Muller, the chairman of Saab’s new Dutch parent, Spyker Cars, said. “People mentioned Saab in the same breath as Hummer, Pontiac and Saturn. But in fact we were the company that got away.”…..

…..[Saab] plans to begin an advertising campaign next month aimed at convincing consumers that it is still alive and plans to stay that way.

“The buyer needs this confirmation that he’s not an insensible person if he actually buys a Saab,” Mr. Muller said.

Of course, February will see the one-year anniversary of Saab’s acquisition by Spyker Cars. There will be a lot to talk about and it would appear Saab plan to talk quite loudly about the acquisition and the fact that Saab are still alive.

More coverage from Detroit:

Photo: Inside Line

Images from the Sno Hus – Hirsch Performance in USA

UPDATE – Kevin’s article, along with extra imagery, is now online at Autosavant.


Kevin Miller from AutoSavant (and also a Saab owner, I might add) is attending the auto show in Detroit. He made his way along to the Saab press event outside the main show.

The big press event there was concerned with Hirsch Performace coming into the US market. It should also be noted, though, that Saab announced a $100,000 donation to the Make-a-Wish Foundation as a result of their recent test-drive promotion, which is a great result (full release at SaabWorld).

Kevin will be writing more about the Hirsch Perfomance announcement over at AutoSavant. Keep an eye on that link.

Until then, he’s given me the OK to show you these images, which he posted to Twitter earlier today. They show the 9-3 and 9-5 on display, with Hirsch modifications. They also give us a glimpse of how the Sno Hus setting was presented (looks good).

First, the 9-5…..

Saab performance by Hirsch

Saab performance by Hirsch

And the 9-3 as well…..

Saab performance by Hirsch

Saab performance by Hirsch


My thanks to Kevin for the glimpse, and keep your eye out for more on-the-spot reporting from AutoSavant.

Saab press activities during the NAIAS

Saab won’t have a stand at the Detroit Auto Show (NAIAS) this year, but they’ll still have an opportunity for the press to meet up with the SCNA executive team, as well as an announcement to make.

Unfortunately you’ll need a press credential to get in, so it’s not for the rank and file.

My educated guess would be that the press conference will be at least partially concerned with the arrival of Hirsch Performance in the US.

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