• Feb 3, 2011
Saab celebrates its heritage – Click above to watch the video after the jump

Just over a year ago, Saab suffered through a near-death experience. Apparently, it took until now for the flashbacks to begin. Beyond the jump is a 30-second commercial for the new 9-5 that spends more time waxing poetic about Saab's 60-year history than it spends showing off its latest sports sedan.

We're okay with that, though, because we rather enjoy viewing moving pictures of such classics as the 92001 prototype and the 96 (shown above). Very well done, though we're not so sure how much the ad will help Saab agency McCann Erickson during its spring review.

Hit the jump if you'd like to relive Saab's "From Jets" glory years. If you want to catch one more glimpse of the 9-2X, though, you should probably sit this one out...

[Source: YouTube]



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  • 17 Comments
      • 3 Years Ago
      As a Saab owner, that was a fairly nice video, but I don't feel like it was meant for TV advertising. Maybe internet, but not TV.

      Also, I would love to know how Spyker is gonna market the Saab. I think a solid game plan is necessary as just releasing cars with no target in mind is a poor choice. I feel the $50k (the one I sat in at the dealership was $55k.) is a bit too high for a Saab.

      Just my 2 cents.
        • 3 Years Ago
        Maybe I am wrong. Maybe Saab should be in the sorta luxury/hella fun to drive catergory. I just hope that they don't price themselves too high where people who don't know the brand will not consider them.

        In the end, I just want Saab to stick around for a looooong time. That's all. As a Saab fanatic, I wish them and Spyker well.
        • 3 Years Ago
        You want the 9-5 to be priced like a Camry, and the 9-3 to be priced like a Jetta?
        Yeah, I don't think that's realistic AT ALL, unless you want Saab to lose $10k on every vehicle they sell...

        I really think they should be benchmarking Volvo prices, as I see Volvo as probably the most likely cross-shopped marque for Saab.

        9-3 should come in less than the new S60, and the 9-5 should be around the price of the S80.

        • 3 Years Ago
        30-35k is far more reasonable with the 9-3 coming in at 20-25k

        They can become good competitors to the Germans.
        • 3 Years Ago
        By the way, the top of the line Aero models start at $50,000, but the Turbo4 base models start at a much more reasonable $39,000, which I think is a good price point for Saab.
      • 3 Years Ago
      I think its kind of dumb to play up the born from jets thing seeing as Saab automotive and Saab Aerospace have been 2 totally different companies for a very long time now. So unless they start styling them after Saabs amazing fighters and start calling them things like Draken, Viggen and Gripen I think its silly.
      • 3 Years Ago
      I especially loved the "Born from Jets" Saab Trailblazer commercials from a few years ago.


      I laughed every time.
      • 3 Years Ago
      Saab Automobile AB and Saab Aero aren't related (bar the name) since 1990.
      • 3 Years Ago
      Extra emphasis on the words “”Independent Thinking”, obviously want to establish itself as being completely separate from GM despite the fact that its newest vehicles are almost entirely GM under the skin. Good products, but not independent.

      At least there is a skin to be under, unlike the Saab 9-7.
      • 3 Years Ago
      I wonder if they are going retro/heritage with their advertising because their next-gen cars are also going retro in their designs???

      There were those awesome retro-themed 9-2 designs from a few months ago that I think would be PERFECT to get a younger crowd interested in SAAB again.

      http://dubdaily.com/wp-content/uploads/2010/08/saab-92-1.jpg

      http://dubdaily.com/wp-content/uploads/2010/08/saab-92-2.jpg

      (this was just one of a couple of different designs that were being shown and I thought they all looked great)
      • 3 Years Ago
      I love SAABs, but I just can't get into the new 9-5. It doesn't feel like a SAAB.
      I'm hoping the 9-3 will be a bit more within the lineage (and around the same size as the NG900/9-3).
      • 3 Years Ago
      I love Saabs. I've known people with Saabs my entire life, and when I finally bought one, a '94 900SE V6, it saved my life just 2 months later, giving up its own in the process. I've always thought the original 92 would look good as a convertible/roadster:
      http://artandcolour.blogspot.com/2010/02/saabs-future-may-look-to-past.html
      • 3 Years Ago
      I have had my new 2011 Saab 9-5 for two weeks now.

      Can't seem to get the smile off my face. What a great car.

      The ad is great...let's hope it works!

      jfb
      • 3 Years Ago
      My sister has a SAAB 93 (2003)and I liked saab as I watched photos and news from TVs,magazines,etc.I was having high expectations but car didn't turned out to be what I expected.Lots of problems.Now don't have good images for the car.The car itself is good but please care more for the qualities!!!
        • 3 Years Ago
        '03 was the first model year for the 9-3SS and it did have reliability issues the first couple of years though all the bugs have since been worked out. i would never suggest buying a used first model year car, assuming your sister bought it used. being a 20 yo saab owner/nut myself i always tell people the # 1 rule for buying a used saab is that it should come from a reputable saab dealer. end tangent lol
      • 3 Years Ago
      I love my '02 9-5 wagon. I hope to see more of them.
      • 3 Years Ago
      Hope Saab will survive for many more years.
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