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Saab Revs Ads to Drive New Models
Saab Revs Ads to Drive New Models
June 30, 2010
- Elaine Wong
Swedish auto brand Saab has made a comeback to general media advertising following its spin-off from General Motors earlier this year.
Saab is running ads across television, radio, print and online, marking its TV return as part of a new company. (GM sold the brand to the Netherlands-based Spyker Cars in February.)
Called “Change Perspective,” the campaign introduces a new tagline: “Move your mind.” It plays up the automaker's Scandinavian roots, “clean design and efficient performance,” while raising awareness of new vehicles, according to Saab. (The automaker is launching four new cars in the next 12 months, including the Saab 9-5, which hits dealerships in mid-July.)
Print ads running in The New York Times, The Wall Street Journal and USA Today show a close-up of a Saab 9-3, heralded by ad copy like, “Performance is in our nature.” The Saab 9-3, the ad continues, is “mated with a manual transmission,” “delivers 210 horsepower” and comes with an “EPA-estimated 20 mpg city/29 mpg hwy” fuel efficiency.
via Saab Revs Ads to Drive New Models.
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