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No need for words—just a smile
Back in 2001, as Saab prepared to launch its first compact sports sedan – the all-new Saab 9-3 Sport Sedan—chief chassis engineer Ekkehard Schwartz was asked to explain what made this car so special.
He didn’t reach for a press release.
He didn’t use technical jargon.
He picked up a pencil.
And he drew this:
With two bold lines, exaggerated arms gripping the steering wheel, and a wide-open smile, Schwartz captured the essence of the new 9-3: pure joy behind the wheel.
“The pure joy of driving… ultimately, that’s what it’s all about”
This wasn’t just a fun doodle.
It was the philosophy behind the new 9-3 chassis: to build the car around the driver. Not to isolate them from the road, but to engage them in every movement.
“Every element of the design of the new Saab 9-3 aims to enhance communication to and from the car,” said Schwartz at the time. “That includes the chassis, the steering, the powertrain, and especially the driver’s cockpit.”
That’s what Saab engineers were aiming for in 2003—a driver-centric car that didn’t chase trends, but delivered confidence, clarity and connection at speed.
From engineering notebook to global campaign
Saab marketing saw something in Schwartz’s sketch. Something more than an engineer’s whim. They saw the truth in it—and ran with it.
That humble drawing became the visual centerpiece of the 2003 Saab 9-3’s international launch campaign. It wasn’t about showing off the car’s design. It was about the feeling it gave you.
Schwartz himself joked,
“My artistic abilities may be rather limited, but it is clearly the message that counts. Although I think I’ll stick to my career in chassis development.”
It was a rare moment when engineering led the brand—from the inside out.
That grin became part of the Saab driver’s identity
Years later, that same grin resurfaced in a completely different context—on BBC Top Gear, where Jeremy Clarkson offered his own take on Saab drivers:
“You can spot them by their weird little smile,” he said. “It’s not smug. It’s… different. Like they know something you don’t.”
He was right. There is a distinct look to a Saab driver. One part satisfaction, one part mystery—and a big part deliberate choice. It’s not just about liking your car. It’s about feeling like your car was built for you.
And that’s exactly what Ekkehard captured with his red pen.
The legacy lives on: Saab Car Museum Supporters
Today, that same sketch lives on as the logo of the “Saab Car Museum Supporters”, a global group of Saab enthusiasts helping sustain the legacy of Trollhättan’s proudest brand.
What started as a five-second doodle in a Swedish office has become one of the most recognizable unofficial icons of Saab culture. It says more than any technical spec ever could.
It says: This is fun. This is different. This is Saab.
This site is a go-to read for me every day. I love my 2007 93 2.0T. One of the best cars that I have ever owned. Thanks.
That sketch was actually from the 9000 days.