Saab | MT Blog
Posts Tagged ‘Saab’
Opinion and analysis from MotorTorque.com

Saab says new 9-5 is So Swedish; So Powerful; So Aerodynamic

Saab has launched a new marketing campaign to back the 9-5 executive saloon, on sale now and representing the first new product under new owners Spyker.

That’s a lot of ‘new’ – and Saab GB is also getting to grips with a new HQ.

So everything’s new, including the mantra ‘So Swedish, So Powerful, So Aerodynamic’.

It’s designed to demonstrate Saab’s Swedish heritage and establish the brand in the premium car sector, where Saab fights it out with the always-strong Audi, BMW and Mercedes, as well as a rejuvenated Jaguar and various others.

Saab explains the campaign thus:

So Swedish – Positions Saab as leaders in style and design, environmental issues and safety concerns
So Powerful – Reinforces Saab’s pioneering use of turbocharged engines to combine both power and economy
So Aerodynamic – Emphasises Saab’s aircraft heritage and aerodynamic expertise to increase performance and reduce fuel consumption

A series of TV, print, digital, outdoor and cinema coverage will follow, including a new 40-second TV ad sloganed: ‘So Saab – The all new 9-5, Anything but ordinary’.

Andy Biernacki, Saab’s National Communications Manager, comments: “The 9-5 launch is the first for Saab under our new independent ownership and the advertising reinforces the unique DNA of the brand and our new flagship model.”

“The campaign has a classic Saab look and feel, very clean and Scandinavian with the global assets succinctly tailored for the UK audience.”

For our money, ‘Anything But Ordinary’ is a good angle for Saab, as the new 9-5 is certainly sufficiently distinct from the usual exec saloons to back up that claim. And throwing in some elk and references to Saab’s heritage and Swedishness are also a good idea.

So Powerful is fair enough, but So Aerodynamic risks eliciting a So What? We’d have gone for something that may elicit a more emotional connection, but maybe the agency thought So Swedish covered it.

Either way, we can’t be the only people crossing our fingers for the ‘new’ manufacturer. A world without Saab would be a duller place.

• Have a look at our photoset for more 9-5 pictures, or click the link for our first drive review of the Saab 9-5.

Folly Friday: Saab Sonnet; Danny Dyer well pleased; Bentley Bus, Queen’s greasy fingers

A lament for the passing of Saab; some good cheer for Danny Dyer relating to naughty geezers nicking his motor; some pictures of a Bentley bus; and some surprise news on the Queen’s car maintenance abilities.

Sonnet for Saab


Despite bowing to the logic of the current market that has claimed Pontiac, and looks likely to be the end of Saab, one can’t help but shed a tear for the passing of these historical and praiseworthy brands.

Most obviously there’s the immediate impact on those working for the manufacturers, but something much more intangible is lost when a brand goes to the Great Scrapyard.

Though we may be premature in declaring the end for Saab, things don’t look promising for the Swedish manufacturer.

Accordingly, here’s a snippet from a rather wonderful lament for the seemingly-doomed Saab from Asian Martin.

Saturn, Poni commiserate the pain

Of lost causes and what could have ascent,

But strive and persist in this unjust game

For big dollar buyout from the Orient.

Bentley bus


Bentley bus

Here’s an image of a London Routemaster Bus, done out by Bentley and donated to the St Luke’s hospice.

Bentley says it took 59 workers 2000 hours to complete and has sought to retain many of the original features while adapting it to the needs of St Luke’s.

“This has been a real labour of love for all those involved. Bentley staff are incredibly proud of the cars we produce but applying those skills to a bus was a totally new experience for all,” says The Bentley production manager in charge of the project, Gary Lazenby

“We are very grateful to the many local suppliers who provided materials free of charge to help make this iconic vehicle fit for a new lease of life.”

The bus, named Luke, will be used as a travelling shop for colleges and universities as well as an education and awareness base to visit schools and other events.

Good work all round.

Naughty geezers


Danny Dyer has thanked vehicle tracking tech outfit TRACKER for returning his Porsche after it was nicked by some wide boys.

Here’s Dyer himself:

“I’m amazed at how quickly TRACKER recovered my car. Without the TRACKER device fitted, my Porsche would still be in the hands of thieves and I may never have recovered it. I’ll definitely be using TRACKER on all my cars from now on.”

Sadly, it seems as if Dyer did not track down the criminals responsible and dispense some vigilante justice himself, as portrayed in the classic* shooters and motors payback film Outlaw.

Tesco replies on compressed air


Tesco says it’s updating its air and water pumps across the country as its current machines are often ‘out of order and therefore unavailable for customers to use’.

Stay tuned.

Queen is best car mechanic


Here on Folly Friday we delight in demonstrating how plainly absurd so many press releases in the automotive industry can be. But we’ve found one this week that may just be the most barking of the lot.

It reveals that most of the UK public would trust The Queen to undertake ‘basic car repairs’ above David Cameron, Gordon Brown or Simon Cowell.

Queen mechanic

This is, presumably, because people have watched the film The Queen, where Helen Mirren berates a functionary for daring to question her knowledge of turbochargers, or something.

Either way, MT can’t be bothered enough to discuss it any more, apart from pointing you in the direction of the Automotive Technician Accreditation (ATA) scheme, whence this release originates.

Drivers fear motorways


From PA:

Many motorists loathe motorway driving, according to a survey from the AA Driving School.

In their first year of driving, nearly 20% of men and 40% of women avoided motorways altogether, the survey showed.

Of course, what this does reveal is that the lack of driver training in this area is a serious problem.

That’s something evident from a lot of people who do use motorways too, from the lack of consideration for others, ignorance of lane discipline and sheer paucity of driving ability evident, particularly from young drivers.

How many hours could be saved on motorways if people obeyed regulations in force, stuck to correct tailing distances, used lanes correctly and treated other road users with a little more respect?

Villeneuve visits Hethel


Did he always look like that?

Villeneuve Lotus

[Jacques] Villeneuve was delighted to have spent the day at the home of [Lotus] and commented:

“It has been a great day for me to catch-up with my friend Gino Rosato in his new role at Lotus and to see where the magic of Lotus comes from. My first toy car as a child was a replica model of Emerson Fittipaldi’s Lotus 72, I could say his name before I could say my dad’s!

“I really enjoyed watching them racing when I was a boy. It has been a really fun trip for me, to see the people working to build the Evora was particularly nice.”

* Not really – it’s cack

GM faces grim reality of selling failing manufacturers in a recession

So, following the withdrawal of Koenigsegg from the Saab deal, of four prospective deals that GM had on the cards for its various pieces of automotive real estate as of Summer 2009 one survives.

The remaining deal is for Hummer – a brand that’s virtually without value given the vast sums that have been kicking about Detroit and Washington over the last twelve months.

And, frankly, I suspect the Hummer deal has only an even chance of going through, such is the silence from the Chinese government on inking that particular deal.

Saab badging

Pontiac, like Oldsmobile, was not even floated – but simply wound down with little fanfare.

A deal to sell Saturn, one of the brighter prospects, fell through; GM ended up making a last-minute switch over Opel/Vauxhall; and now the Saab-Koenigsgegg deal has gone west.

The truth is, none of these deals – barring Opel – seemed to make the slightest sense in the first place, so their failures should come as little surprise.

GM had mismanaged, confused and devalued the likes of Pontiac, Saturn and Saab – but the real problem lay in the fact that they were no longer viable businesses.

In a market stuffed with too many cars, and too many manufacturers, something had to give – especially when sub-prime came home to roost.

The idea that these brands, some with rich heritages, could somehow be repackaged for the modern era never seemed realistic to me and the notion that virtually every single major automotive brand in the world could withstand the current recession fanciful in the extreme.

Everyone who watches the automotive industry will have their own list of manufacturers on a kind of fictional deathwatch. Saab, though it pains me to say it, was right at the top of mine.

As GM is finding out, selling failing brands in a deeply depressed economy defied the logic of the market.

Without friendly governments willing to shell out billions to keep those too big to fail on their feet, the outlook is bleak for manufacturers with tumbling sales, poor products and a lack of strategic partners.

And, though I take no pleasure in saying it, there are several more on my personal list I firmly believe will share Saab’s fate.

• View US auto industry infographic, now wildly out of date, on the various movements of US brands

• Image by Jen SFO-BCN via Creative Commons