Archive for 'Italy'

Odoardo Grey or Edwardian Grey, that is the question.

Posted on 18. Apr, 2007 by .


The Saab color that has been ubiquitous with a number of Saab models, namely the SPG from 1986 until 1989 has been confusing because of the two names that have been used for the color.

Odoardo Grey

The color Odoardo was named after Odoardo Pagani, who was an importer of Saabs in Turin, Italy. I have included a photograph of a bottle of “official” Saab touch-up paint labeled as “Odoardo grey” as an official reference to this name.

Edwardian Grey

The other name that has been used for this color is “Edwardian”. The use of the word Edwardian was started at some point, unsure where and why and became used quite a bit and so much in fact that it is believed that because of the use of the word and that in and of itself was why people started to agree that it was the proper name. The other name became unrecognized and as a result Edwardian was assumed the proper name. edwardian_grey_metallic300.jpg

Today I was recently presented with some new information about the official use of the word Edwardian which now places it as a worthy contender to Odoardo for being the “official” name of the color. This information came from an individual by the name of Tim Winker, who kindly provided me with a chart that shows the 1987 900 and 9000 Body colors in United States in 1987. This chart shows as you see to the right as, “Edwardian Grey Metallic”.

With this recent “proof” that Edwardian was also used as the official name for the color, it could arguably be understood that perhaps the use of the word “Edwardian” was either used in North America or the United States, whereas the use of “Odoardo” was used in Europe and other countries. I would like for others to help me prove or disprove this new theory of mine, based off of the information that we have been presented with.

I leave you with a photograph of Odoardo Pagani.


Photo Credit: The Spirit of Saab

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Saab 9-3 Convertible Print Ad

Posted on 16. Apr, 2007 by .


I have just received an e-mail with the following print advertisement that features an architectural spin on the 9-3 Convertible from the I believe in Advertising website. Evidently, this advertisement was done by a firm called Leagas Delaney in Milan, Italy.

This ad features a nice cross-section of a residential project above the convertible, both with their roofs opening.


Photo Credits:

Agency: Leagas Delaney, Milan, Italy
Creative Directors: Stefano Campora, Stefano Rosselli
Art director: Guido Bonarelli
Copywriter: Valeria Villari
Photographer: Selmi Bali Barissever

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1970 SAAB Sonett III – Saab USA Heritage Collection

Posted on 26. Mar, 2007 by .



Photo Credit: Saab Automobile USA

As a follow-up to Italian design, an Italian by the name Sergio Coggiola contributed to the styling of the Sonett III model that ran from 1970 until 1974.

Here is the writeup of this recent addition to the Saab Automobile USA heritage collection.


Launched at the 1970 New York Auto Show, the third-generation Saab Sonett was a significantly different car from its predecessor. The V-4 engine was tuned to deliver 68 horsepower, compensating for the increases in size and weight of the new car.

In terms of styling, the Sonett III benefited from contributions by the Italian designer Sergio Coggiola, featuring bolder front and rear sections plus a new interior. In the back, the Sonett III gained a hinged rear window, offering easy access to the rear luggage compartment. saab_sonettiii_interior_1970_300.jpg

In front, the new treatment included manually operated pop-up headlights. In addition, features such as air conditioning and a floor-mounted transmission shifter were added to meet the requests of American dealers and customers.

1974 was the last model year for the Saab Sonett, bringing the production total to 10,236 cars. The final Sonett to leave the factory in Arlöv, Sweden was bright yellow. It resides in the Saab Automobile factory museum in Trollhättan near Gothenburg, on the Swedish West Coast.

The blue 1970 Sonett III in the Saab USA Heritage Collection, featuring less obtrusive front and rear bumpers than later models, was acquired and fully restored in 2006.

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The Saab 9000 & The Italian Embassy – Washington, D.C.

Posted on 25. Mar, 2007 by .



Today was a truly magnificent day in terms of the weather here in Washington, D.C. so I took a walk up Massachusetts Avenue, which is also known as Embassy Row. There are a number of Embassies on this avenue including the new Italian Embassy where I spotted a beautiful Imola Red 9000 Aero parked in front.

I find this “Saab Sighting” quite appropriate given that the Saab 9000 was originally designed by an Italian, Giorgetto Giugiaro.

Giorgetto Giugiaro, born on August 7th, 1938 was born in Garessio, province of Cuneo, Italy. Giugiaro began working with Saab-Scania on the Saab 9000 body design in 1978. The conceptual designs that Guigiaro designed, continued until 1981. The Saab 9000 finally shown to the public in may of 1984, however the engine for the 9000 was shown a year earlier in Geneva in March of 1983.

Today, Giugaro works as a product designer and here is a quote from the former Saab 9000 designer himself:

“Right from the moment I started my career as a car designer, I was convinced that an enormous opportunity would have slipped away had I not transferred, within the sphere of product design, the complex, albeit effective, automotive design methodology to other mass production sectors.”

– Giorgetto Giugiaro


For more information on the Saab 9000, I have provided two extremely informative resources on the Saab 9000 which can be found here on this site:

The first resource is the Saab 9000 video that was made in 1984 that can be watched in its entirety. Please click on this image below to watch the film.

The second resource is the book on the Saab 9000, published by Automobilia in 1986. Please click on this image below for more information.

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The Saab 9000 Film – 1984

Posted on 17. Mar, 2007 by .


Finally, the Saab 9000 Promotional Film created in 1984 has arrived and it is now available, so remember, you’ve seen it here first.


Photo Credit: Saab Automobile

This film covers the introduction, development and production of the Saab 9000, all 10 years and 2 million miles of testing.

The film as well as the others, would not be possible without the gratious donation of films by former Saab Cars USA employee, John Moss.

Another special thanks to those that gave financial donations towards the project for making this possible by turning the 16 millimeter film into digital format.

A memorable donation to the Saab community all of you, thank you.

Donations to this project were received from the following individuals:

Aaron C. Gilbert at in Washington State, United States
Andy Ponnaz of Swisslodge in Bankok, Thailand
Anders Jenson of in Sweden
Carl Levine of Granite Embedded Systems, maker of the Saab AudioTroll in Greenland, New Hampshire.

I look forward to working with anyone else in the future on the remaining two 16 films we need to convert, plus 3 new additional, more recent films, to complete the project. I will be providing a poll in the coming days on what you would like to see next.

The film below has taken a long time to get to this stage, but the content is well worth every minute of your time. Enjoy!

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Saab 9-3 Sport Sedan Ads – 2006

Posted on 09. Mar, 2007 by .


Here are the television ads that I have been able to locate of the Saab 9-3 Sport Sedan for the year, 2006.

Saab 9-3 Sport Sedan “IIHS Double Best Pick” (United States)

Saab 9-3 Sport Sedan “Prices” (United States)

Saab 9-3 Sport Sedan “IIHS Double Best Pick” (Italy)

Saab 9-3 Sport Sedan “Diesel” (Hungary)

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Saab 9-3 Sport Sedan Ads – 2004

Posted on 09. Mar, 2007 by .


This post covers the television ads featuring the 9-3 Sport Sedan that were shown globally in 2004. Enjoy.

Saab 9-3 Sport Sedan “Mind Race” (Dutch)

Saab 9-3 Sport Sedan “Big Match” (Italy)

Saab 9-3 Sport Sedan “Mind Race” (United Kingdom)

Saab 9-3 Sport Sedan “Vapor Trails” (Sweden)

Saab 9-3 Sport Sedan “Double Best Pick” (United States)

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Production Concept