Tag Archives: advertising campaign

Fmr Saab Presidents Shannon, Spenchian, Let Go By GM

Posted on 05. Mar, 2010 by .



Photo Credit: Saab History (Left to Right) Bob Sinclair, Jay Spenchian, Jan-Willem Vester & Steve Shannon. – 2007 Saab Owners Convention, Troy Michigan

The former Presidents of Saab Automobile in the United States while under previous GM ownership, Jay Spenchian (2005-2007) as well as Steve Shannon (2007-2009), were both dismissed from their duties as executives at GM this week, according to Ad Age.

Jay Spenchian began with Saab Automobile USA on March 31st, 2005 and was involved in the “Born From Jets” advertising campaign and saw the 50th anniversary of Saab in the United States in 2006.

Steve Shannon, who was interviewed at the New York Auto Show last year, led the company beginning on April 16th 2007, during a challenging time as the company itself was converted into a premium brand group, then dissolved as GM began to express its interest in shedding it’s former Saab brand.

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The First TV Ads For The New Era Of Saab Automobile

Posted on 30. Dec, 2009 by .


As we wait yet another week until we learn about the future of Saab Automobile, I’d like to showcase more about what Saab has in store.

Earlier this year, Saab Automobile launched a new advertising campaign which highlighted the new Saab to give us an idea of what’s to come.

I have provided these television ads that were created as part of that campaign below. The first ad was done in in the spring focusing on the newly independent Saab and what to expect in the future

The second television ad for the newly independent Saab Automobile campaign “Changing Perspectives” that featured the Saab 9-3x.

I will be very interested to see what their third television ad will be that features the all new Saab 9-5.

We have to keep finding inspiration wherever we can at this time and show our support for Saab’s sale process.

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How Long Do you Think Saab Automobile’s Road To Independence From GM Has Been In The Making?

Posted on 23. Dec, 2009 by .



Photo Credit: Saab History / Trollhättan, Sweden 2007

I’ve been thinking long and hard about this but I wanted to get your opinion here in a poll. How long do you think Saab Automobile’s road to independence from GM has been in the making? This year marks the 20-years since Saab has been under partial and full control by GM and by the end of this month, they hope to become independent from them with a sale completed.

I personally think this road officially began five years ago in 2005, when Jan-Åke Jonsson was installed as managing director for Saab Automobile.

It was there when he began saying that “Saab is on the move”. As time progressed a few years later, Saab started indicating subtle messages their advertising campaign with songs such as “release me” and so forth.

As subtleties transitioned into official statements, it was on February 20th when Saab Automobile had a press conference and press release outlining their “road to independence” from GM. That’s when the news finally broke, but I just feel like it was a long time in the making.

What is your opinion? Please cast your vote, but also write your opinion as to when and why you thought this road started when it did.

How Long Do you Think Saab's Road To Independence From GM Has Been In The Making?

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Saab Automobile AB Continue Filming New Ad Campaign

Posted on 18. Jun, 2009 by .


Saab Automobile AB recently published photos of their advertising arm, Lowe Brindfors, filming their new advertising campaign.

In these photos you can see the Manager of Interactive Marketing and Advertising Johan Grundin, Simon Padian, the Saab Brand Design Chief and Kaj Zachrisson all in the studio amongst other staff preparing for the filming of yet another tv ad, promo or some other content.

If you have not already seen the first tv ad in this campaign’s launch that debuted back on March 13th, please take a look at it here.

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Saab Automobile AB’s 9 Days Until Reconstruction Ends

Posted on 11. May, 2009 by .


Saab Automobile has just 9 more days until this three-month reconstruction process will come to an end on May 20th, with a decision to be made about their future.

This process for reconstruction as indicated in the court documents officially began back on February 20th, 2009 at a press conference when Saab Automobile made the announcement just three days after GM publicly indicated their intent to offload the brand by December 31st, 2009.

At a cost of approximately $822 million dollars, this process was not cheap, however I am hopeful and optimistic that Guy Lofalk and the Saab Automobile AB reconstruction team worked hard to ensure Saab Automobile met their reconstruction objectives. These four reconstruction objectives involve insuring that the process completes, they are decoupled from GM, they produce products for their potential buyers and that once reconstructed, they will be stronger as a company moving forward than they were when they started.

In looking back at this process so far, Saab Automobile AB have managed to come through all of the checkpoints including the critical milestone of April 6th, where the Swedish court allowed them to cross over mid-review towards completion.

There are now just 9 days until the reconstruction process completes, and if the process does not need to be extended according to the time line, there will be an announcement, negotiations will commence between Saab Automobile AB and their new owner(s), financial control will and the equity will be restored for Saab Automobile AB as a newly independent company exactly as planned.

This week, Saab Automobile AB will be launching a new advertising campaign in their home market of Sweden this week, to indicate this new era of independence for the company.

The victory party will be taking place on July 17th through the 19th known as “Saab Days” in Trollhättan, Sweden.

I am excited about this process and it sounds like there is going to be a nice light at the end of the tunnel.

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Saab Automobile Gears Up For National Ad Campaign

Posted on 08. May, 2009 by .


Saab Automobile AB has just sent this video to me about their new advertising campaign that they will be launching apparently today in print, and on tv, as soon as next week.

This video shows some behind the scenes coverage, and so I leave you here with the video and the text below.

As you know Jan Ã…ke Jonsson and the entire Saab organization, here in Sweden and also worldwide, is looking forward to a new independent Saab
in the very near future and we are happy that you are joining us for what should be a very exciting ride. . .

Now a little info – Sweden gears up for a national advertising campaign.

You may have heard that we are about to kick off with a national advertising campaign in Sweden that will be rolled out over the coming days. The integrated campaign will include TV advertising, press advertising and also some outdoor elements.

The press advertising starts today and the TV starts next week. The ‘creative’ is focused on the rich innovative history of Saab, the direction and potential of an independent Saab and there will be a human element too. The campaign is coordinated with our wider communications plans on and off-line, our reorganization activities, and it is timed to reinforce an increase in positive tonality that we are already seeing in the Swedish media.

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Saab 9000 “Nothing On Earth Comes Close” Ad – 1985

Posted on 09. Jan, 2009 by .


I could not believe what I happened to come across the other day. I found an extremely rare Saab 9000 version of the original 1985 “Nothing On Earth Comes Close” Saab advertising campaign in the United Kingtom.
This campaign was filmed by Tony Scott, the same film director that produced “Top Gun.” It is rumored that this campaign is how he got his start filming movies about jets.
If you have not already seen it, there is also 900 version of this film as a 1 minute 47 second promo as well, which is much longer and and equally inspiring!

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Saab 9000 Aero “Find Your Own Road” Ad – 1996

Posted on 31. Dec, 2008 by .


Saab History has received yet another extremely rare Saab tv ad, this time from the “Find Your Own Road” advertising campaign of the mid-nineties. This particular ad features a Saab 9000 Aero titled “Turbo Rush”.
If you are interested in the find your own road series of tv ads, check the other 4 here, as well as the promotional film.

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Production Concept