Multimedia

Chicago Auto Show Blog

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.

Check out the all-new 2011 Saab 9-5.

« Last Post Next Post »

View all Posts from this Blog

Follow Us Socially Using #CAS16

Blog

More

Thursday, January, 21, 2016

The Windy City Winter Warmer: Surprises Abound at the Chicago Auto Show

Toes cold, Chicago? Dreaming of the summer, when festivals, events and chances to get outside and be a part of ...

Thursday, January, 21, 2016

These 9 Smartphone Apps are Turning Your Car into a Command Center

Apps are everywhere. According to the Pew Research Center, over two-thirds of Americans now own smartphones and ...

Wednesday, January, 20, 2016

Media Flocks to First Look for Charity Preview & Tasting Event

Last week, Chicagoland media saw a glimpse of what is to come at this year's benevolent black-tie charity gala, ...

Tuesday, December, 29, 2015

Editors Choice: Top Picks from 2015

As we say farewell to 2015 and we anxiously await the new vehicle announcements to be made at the 2016 Chicago Auto ...

Thursday, December, 17, 2015

GMC Makes a Premium Statement

GMC seems to have found a profitable niche in the midsized, premium truck segment with the GMC Canyon. In fact, GMC ...

Thursday, December, 03, 2015

The Force is strong with FCA

In conjunction with the release of the long anticipated "Star Wars: The Force Awakens," FCA has partnered ...

Friday, November, 13, 2015

Ford Edge Night Out

Ford’s Edge Unstoppable tour recently paid a visit to Chicago for an #EdgeNightOut. The event featured some ...

Tuesday, November, 10, 2015

Tacoma Comes Out to Play

Toyota’s corporate manager for truck operations, Rick LoFaso, shared details on the all-new Tacoma during the ...

Saturday, November, 07, 2015

Truly Grand Opening!

Usually when a dealership holds a grand opening, it's celebrating a new building or a new location, but in the ...

Tuesday, October, 20, 2015

Mazda Drive for Good Program Returns

Now through Oct. 28, Mazda and NBCUniversal are encouraging people to nominate an organization or individual who is ...

More

2/7/2016 4:27:06 PM

Beat the winter doldrums and join us for the #CAS16 opening weekend, Feb. 13-14! More good news, stop in a Fifth Third Bank the only discount coupon offered to fans! bit.ly/1PASdn7 CODE: 53Weekend

2/7/2016 2:31:34 PM

What are the plans for Family Day? I'd like to share it with our audience of Chicago area families, but I can't find anything on your site that details the planned activities. KidWinks.com Free Things To Do In Chicago With Kids

2/7/2016 11:11:00 AM

Anyone know what kind of cars we test drive at the show

2/6/2016 9:49:05 PM

Today's RoZism - Thanks to Mark Bilek for hosting another amazing The Chicago Auto Show Traffic Reporters' Dinner! A great evening with some great colleagues

2/6/2016 9:07:04 AM

Who wants to come to the nation’s largest auto show’s opening weekend, Feb. 13-14? Share this post or tag a friend and you could win free tickets to #CAS16

2/5/2016 8:16:28 PM

Enter today to win a custom Chicago Blackhawks-themed Chevrolet Camaro!

2/5/2016 4:32:44 PM

Get a sneak peek of the show build-up! #CAS16 webcams are now live: http://bit.ly/1evejGi

2/5/2016 10:39:43 AM

The calm before the #CAS16 storm. #newglobe

2/5/2016 10:35:31 AM

The Chicago Auto Show's #FLFC16 is now a week away! Not only will you get to enjoy the auto show before it opens to the public AND support #JDRFIL, but it's also a great option for Valentines Day!

2/5/2016 9:43:26 AM

I've downloaded the app....where do I get the commemorative cup

More

2/7/2016 9:18:01 PM

Enjoy weekday discounts on our @ChiAutoShow Package - Tickets included! https://t.co/PjFOrWFY1K #CAS16 https://t.co/4VkYYFaqoO

2/7/2016 8:23:09 PM

@CBHVideo btw, have you heard about our video challenge at the @ChiAutoShow next Friday? https://t.co/cAMBJtFF2f

2/7/2016 8:11:18 PM

RT @ChiAutoShow: Want to come to #CAS16 opening weekend, 2/13-2/14? RT for a chance to win tix! https://t.co/yBetOMqLh4

2/7/2016 8:03:24 PM

RT @digimegaphone: Love seeing all of these automobile commercials!! Cant wait to see them all at @ChiAutoShow next week!

2/7/2016 8:02:56 PM

Love seeing all of these automobile commercials!! Cant wait to see them all at @ChiAutoShow next week!

2/7/2016 7:17:41 PM

I'll be sure to stop by your booth at the @ChiAutoShow #SB50 #CAS16 https://t.co/DkTEeLHBQg

2/7/2016 5:44:03 PM

Its coming... The @ChiAutoShow starts this week and it is our cover story hitting the streets tomorrow! #StreetWise https://t.co/Gkuz9hVCxL

2/7/2016 2:55:47 PM

RT @ChiAutoShow: Win a Girls' Night Out at #CAS16 & dinner at Devon Seafood. Share why you want to win the #CASGalentines contest! https://

2/7/2016 2:52:20 PM

RT @ChiAutoShow: Win a Girls' Night Out at #CAS16 & dinner at Devon Seafood. Share why you want to win the #CASGalentines contest! https://