Rediscovered dealer-only footage from Palm Springs 1998 reveals the dramatic launch of the Saab 9-5 - complete with an airplane stunt, Chuck Yeager, and Saab’s bold vision for the future.
Saab’s typography wasn’t random—Gill Sans shaped brochures, Helvetica Neue Extended defined dealer signage, and the SAAB logo was a custom grotesque drawing.
A groundbreaking academic chapter by Etienne Boumans explores Saab’s unique legacy in film, analyzing over 70 movies across 55 years to reveal how the brand’s strategic presence on screen helped shape its cult identity and influence brand awareness—even beyond its production demise.
In 2001, Saab chassis engineer Ekkehard Schwartz didn’t write a brief to explain the new 9-3—he simply drew a sketch of a driver with a massive grin. That image became the soul of a global campaign, and today, it's a symbol of everything Saab drivers feel behind the wheel.
The Saab Brand Book was more than a marketing playbook—it was a philosophical blueprint guiding every aspect of the company, from design and engineering to customer experience. It defined Saab as an alternative premium brand, one that catered to independent thinkers who valued authenticity over status symbols. Saab wasn’t merely building cars; it was crafting statements of individuality. Progressive design, driver-focused performance, and emotional functionality weren’t just product features; they were the foundation of a brand that dared to be different.
Saab’s venture into the U.S. market was a bold experiment in blending innovation with individuality. Yet, as Kyle Francis—a seasoned automotive journalist and proud Saab 9-3 owner—analyzes in his recent CarBuzz article, the brand’s unique approach faced insurmountable challenges. From marketing missteps to the compromises of the GM era, Saab’s journey offers a fascinating study of ambition clashing with market realities. In this article, we reflect on Francis’s insights, adding our own perspective from years of Saab coverage.
In 1982, amidst a challenging economic climate and a downturn in the automotive industry, Saab managed to achieve remarkable success in the United States. With a combination of unique features, emphasis on performance, and a loyal customer base, Saab's sales...
What happens if you don't take care of the garden in spring? Hornbach gives a curious answer to this in its new spring campaign. No, the new Hornbach campaign is not the longest commercial in the world, despite running for...
About a month ago, we wrote on this blog about beautifully designed Saab T-shirts designed by designer Matthew Searle. As he was not satisfied with the design of the shirts that could be found on the market (and you will...
On the occasion of the Saab Car Museum Festival to be held next weekend in Trollhattan, the Swedish media devotes special attention to the Saab brand, history and recollect interesting stories from the golden age of the Trollhattan car factory....
