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The Classic Saab Sonett Meets the Future with Hirash Razaghi's Electrifying Sonett IV EV Design Proposal
SAAB News

The Evolution of Automotive Excellence: Hirash Razaghi and the Sonett IV EV Concept

Find out the intersection of legacy and innovation in our detailed article on Hirash Razaghi's Sonett IV EV concept. Discover how this visionary designer is redefining the electric vehicle landscape by blending the classic charm of Saab's Sonett with futuristic design. Dive into Razaghi's illustrious career, his pivotal role in the Emily GT project, and how the Sonett IV EV symbolizes a new era in automotive excellence.

During the summer of 1971, the Saab 99's bumper was presented in prime time on Swedish state television. The commercial showed a Saab 99 repeatedly crashing into a pole. The black bumpers with a blank strip and the decal text "Saab's bumper bumper" spring in and out with every collision. This marketing trick was a great success and caught the attention of Swedish TV viewers.
Saab History

The Fascinating History of the Bumper – From Useless to Essential

In the summer of 1971, Saab 99 made waves with its advertisement showcasing the resilience of its bumpers. The commercial featured the car repeatedly crashing into a pole, while the black bumpers with shiny trim and the text "Saabs stötfångande stötfångare" (Saab's bumper that absorbs impacts) flexed in and out with each collision. This clever marketing tactic captured the attention of Swedish TV viewers and became a hit. The advertisement not only demonstrated the bumper's ability to absorb crash energy but also highlighted its durability and resistance. Saab's innovative approach to bumper design set a new standard in automotive safety and solidified its reputation as a leader in the industry.

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