Saab quietly finds a new road
Posted by:
Mark Bilek
Many of you know, Scandinavian automaker Saab sat out last year's Chicago Auto Show. Not because it wanted to, but because the future of the company was in peril. That changed in late February 2010, when Spyker Cars of the Netherlands, acquired the company from GM as an independently-run business. Since then, the new Saab has been quietly getting its house in order and working on future product.
Well, the damn is getting ready to burst and Saab is rolling out a new advertising campaign as a precursor to launching four new products in the next 12 months.
"The 'Move Your Mind' campaign concept fits perfectly with the Saab audience," says Parveen Batish, Saab's Executive Marketing Director. "Our customers want the quality and performance that come with a premium brand, but they don't want the pretense associated with some of the established premium brands."
The television ad, Saab's first since late 2008, will air during premiere episodes of Bravo's "Work of Art" and The History Channel's hit show "Top Shot." Saab advertising will also run during the Food Network's competition show "Chopped" and on the BBC and Fox News.
Television, radio, print and online advertising will feature the "Move Your Mind" tagline and help drive sales for the new generation of Saabs in the United States, including the all-new Saab 9-5 coming to dealer showrooms mid-July.
Saab's aggressive marketing campaign kicks off as a fresh lineup of Saab vehicles are planned to hit the US market over the next year. The vehicles maintain their rich Swedish heritage and premium engineering, styling and performance capabilities. An all-new Saab 9-3X premium crossover has been added to the current Saab lineup - the 9-3 sport sedan, 9-3 sportCombi and the 9-3 convertible as well as the all-new 9-5 sedan and 9-4X premium crossover to be revealed later this year.
Staying true to their roots, the products feature an all-turbo powertrain lineup with the Aero models featuring a 2.8-litre V6 Turbo Engine with 300 horsepower @ 5,300 rpm and Sentronic six-speed automatic with transmission and paddle shifting.
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