• Jun 18, 2010
2011 Saab 9-5 – Click above for high-res image gallery

Except for a few very low volume manufacturers, it's almost impossible to sell any significant number of cars without spending some dollars on advertising and promotion. Yet that's exactly what Saab has been doing in the months since it was sold by General Motors. Apparently, that's all about to change in a really big way as Saab prepares to start selling its all-new 9-5. Because the 9-5 is at the heart of the company's efforts to reclaim the sales volume it has lost in the last several years, it makes sense that Saab would wait until the new car was ready for customers.

Saab is planning to spend $150 million on marketing its handsome large sedan, starting with its home-market introduction in Sweden this weekend and continuing through the U.S. introduction in August. According to BusinessWeek, Saab also plans to cut its worldwide dealer body by up to 10 percent by the end of next year to cut costs as it aims for profitability in 2012.

Since this is 2010, the marketing push will go well beyond the usual print and broadcast advertising with a major online and mobile push that includes applications for the Apple iPad and iPhone. Later this year, we can probably expect a similar effort for the introduction of the 9-4x crossover.



Photos by Chris Paukert / Copyright ©2010 Weblogs, Inc.

[Source: BusinessWeek]


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  • 24 Comments
      • 4 Years Ago
      I think it looks gorgeous, classic and understated yet still very Saab.
      You should see it in person first before jumping to conclusions.
      They also did a nice job on the interior from what I can tell, though
      it could use some more upscale materials.

      Saab really seems to be on a roll, I hope this car is a hit!
      • 4 Years Ago
      I agree with you that Silver seems to be their "stock" color. If you go the Saab Global site, you can build the 9-5. Black and White look downright gorgeous!
      • 4 Years Ago
      The hardcore fans of Saab (including those who went as far as to protesting) as well as enthusiasts do. It's why the brand still exists in the first place. As for other people... it's up to Saab's advertising.

      It's possible that some consumers never knew that Saab was part of GM... one can only hope.
      • 4 Years Ago
      this is the best looking Saab model to date. never been a Saab fan myself, but i admit they have picked up coolness wise with the past 2 generations of 9-3/5 series. looking forward to the sportwagon and its X-model (almost bought an Outback a couple of years ago). Saab is the pre-ipod-Apple of automotive world.
      • 4 Years Ago
      Itll grow on you
        • 4 Years Ago
        Well, it certainly grew on me.
        I was iffy about the styling until I saw one at the auto show and then a video on Autoblog of one in motion. It's a nice car.

        Though I've said it before, and I'll say it again:
        I'm not sure how I could test drive this back-to-back with the new BMW 5-series, and still be interested in driving home in the Saab.
        • 4 Years Ago
        No it won't
      • 4 Years Ago
      I'll save Saab $150mil right now...

      Challenge Mini to a race.
        • 4 Years Ago
        To put $150M in context, back in 2007 (before the Great Recession) Chevy spent $150M to launch the new Malibu, a mainstream high volume vehicle. In 2006 they spent $165M to launch the all new Silverado (with that John Cougar and/or Mellencamp song).

        It's still a BAD economy, so for Saab to throw-down similar money is HUGE. Especially since air time is a little less expensive. I don't know if it's true, but if so that's a lot of (Swedish) meat-balls!
        • 4 Years Ago
        @psmisc,

        Exactly. Saab won't sell anywhere near as many 9-5s as those Chevy models Henry mentioned, but this ad campaign is as much about showcasing the new 9-5 as it is about reminding consumers that Saab is still in business and no longer under GM ownership.

        I'll be very interested in seeing what their advertising agency comes up with!
        • 4 Years Ago
        They are probably going to need that much. A lot of people I talked to thought Saab is dead.
        • 4 Years Ago
        $150 million is chump change in today's media environment. If they plan on launching the car in the fall, they'll be competing with the nightmare that is election spending.

        Their timing blows!
      • 4 Years Ago
      CHEAP CHEAP CHEAP Center stack! It looks like that nasty plastic rubber that peels off after about 2 yrs, think MKIV Jetta or 03-07 9-3.
      • 4 Years Ago
      Sat in this car at NY autoshow. great interior, exterior is smooth and silky. should cut through the air like butter.
      • 4 Years Ago
      good luck selling that thing with that powertrain
      • 4 Years Ago
      should have spent it on design; no matter the ad, the car is still ugly
        • 4 Years Ago
        I absolutely love the design.
        • 4 Years Ago
        I wouldn't say ugly. I'd say bland.

        It's just not Saabish enough. It should look more like a late-gen 9000 Turbo (hatch), rather than a super-sized 900 sedan.

        There are millions of 4-door sedans out there. Saab doesn't need to be one.
        • 4 Years Ago
        Are you serious? That's the best-looking SAAB I've seen in decades, and yes, I've seen it in-person.
        • 4 Years Ago
        I would say immensely ugly, iPad apps can't fix that.
      • 4 Years Ago
      That car is just plain revolting.
      • 4 Years Ago
      some day we'll see this car in a different color. or are they only offering it in silver? even the Chevy Volt finally made an appearance in black rather than silver

      oops I said Chevy instead of Chevrolet. my bad
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