SAAB Advertising

Unraveling the Mystery: The Eccentricities of Saab’s Packed Trunks

Saab's Packed Trunks: Unraveling the Mystery and Embracing Adventure

This image showcases a vintage Saab 99, its trunk bursting with a fascinating array of objects. The sepia-toned photograph captures the essence of curiosity and adventure, inviting viewers to unravel the mystery within.This image showcases a vintage Saab 99, its trunk bursting with a fascinating array of objects. The sepia-toned photograph captures the essence of curiosity and adventure, inviting viewers to unravel the mystery within.

In the realm of automotive brochure images, there is a particular fascination with showcasing the impressive capacity and versatility of a car’s trunk or cargo area. Saab, known for its quirky and innovative approach to design, embraced this trend with a 1978 brochure featuring a Saab 99 bursting at the seams with a diverse assortment of items. While these images captivate our imagination, they also leave us pondering the intended purpose and destination of these peculiar cargos.

The Inventory

Let’s take a closer look at the intriguing assortment of objects found in the back of that Saab. As we delve into the inventory, we’re greeted with a watering can, a coiled hose or cable, a television set, a pair of oars, and what appears to be a ladder. Among the enigmatic items are a manual lawnmower without an engine, a tartan bag (potentially for golf), a potted plant, a shiny red cylindrical object, and an ornate lampshade.

The famous Saab advertising photo that suggests the practicality of 5 doors and a huge luggage space
The famous Saab advertising photo that suggests the practicality of 5 doors and a huge luggage space

We also encounter a birdcage (?! )— a curiously popular inclusion in such imagery—and alongside it, a large orange-striped duffel bag, a long light-wood item that could be furniture or a sled, and another light wood piece that resembles a shelf or stand. Rounding out the collection, we spot a white object that could be a colossal marshmallow or a life preserver, and a staff with a ring whose purpose eludes us.

The Speculations

As we survey this eclectic assortment, various speculations emerge among the comments of intrigued readers:

  1. A Road Trip Misadventure: One reader recalls a family road trip in a Saab 99, reminiscing about a frozen transmission on the NY thruway and the ensuing hours of waiting for a tow truck. This scenario suggests that perhaps these adventurous souls are embarking on a journey, albeit one that may be filled with unexpected roadside setbacks.
  2. Mysterious Secrets: Another reader playfully speculates about darker intentions. In their imaginative narrative, Annika and Sven dispose of a grandmother’s body and abscond with the valuables from her cottage, carefully orchestrating their getaway. The birdcage, in this scenario, becomes an item to be sold for profit, contributing to their new life in the Caribbean.
  3. Saab Quirkiness: A Saab enthusiast muses about the possibility of a unique ventilation system, drawing a connection between the birdcage and the canary in a coal mine analogy. However, this theory seems unlikely, considering that Saab cars are neither air-cooled nor rear-engined.
  4. A Summer Vacation: A reader familiar with Swedish culture suggests that the packed Saab is en route to a sommarstuga, a vacation house. This explanation aligns with the idyllic image of a Swedish family enjoying their summer retreat and emphasizes the practicality of the Saab’s cargo space.

The Enduring Appeal

Beyond the various speculations, the fascination with these overflowing trunks lies in the imaginative possibilities they evoke. They ignite a sense of adventure, mystery, and individuality, while showcasing the practicality and versatility of Saab’s design. Whether it’s a cross-country journey, an escapade laden with secrets, or a simple summer getaway, these brochure images tap into our desire for exploration and the unexpected.


Conclusion

The sight of a packed Saab 99 trunk from a 1978 brochure triggers a flurry of speculation and wonder among automotive enthusiasts. From practical items like gardening tools and sports equipment to mysterious objects that defy explanation, the eclectic assortment conjures a range of narratives and scenarios.

While we may never know the exact intentions behind the collection of items, one thing is certain: Saab managed to capture our imaginations with their creative approach to showcasing the practicality and versatility of their vehicles.

1 Comment

  • I believe there is an additional detail you didn’t mention: the woman is driving, not the man – against the stereotype as specially in that period.
    So Saab seems to try to break with these.
    I think Saab is showing how we can transport fragile things with safety and to have a versatile lifestyle taking care for many different this related to nature.
    What do you think?
    Nils, I love and drive Saabs since almost 30 years.
    As an industrial design engineer with my know how manufacture and is open to study how to manufacture some missing or interesting parts for our beloved cars.

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