Saab Cars North America Launches New Advertising Campaign: Changing Perspectives

Jun 28, 2010, 16:27 ET from Saab Cars North America

ROYAL OAK, Mich., June 28 /PRNewswire/ --

  • Saab returns to television as a newly independent company
  • Ads celebrate Saab's Scandinavian roots, feature "Move Your Mind" tagline
  • Ads to span television, radio, print and online
  • Saab introduces four new products in 12 months

Saab Cars North America is announcing its plans for an aggressive advertising blitz.  Focused on Saab's heritage, clean design and efficient performance, the "Change Perspective" campaign celebrates Saab's return to its Scandinavian roots.

Television, radio, print and online advertising will feature the "Move Your Mind" tagline and help drive sales for the new generation of Saabs in the United States, including the all-new Saab 9-5 coming to dealer showrooms mid-July.

"The 'Move Your Mind' campaign concept fits perfectly with the Saab audience," says Parveen Batish, Saab's Executive Marketing Director. "Our customers want the quality and performance that come with a premium brand, but they don't want the pretense associated with some of the established premium brands."

The Birmingham, Mich., office of advertising agency McCann Erickson partnered with Sweden's Lowe Brindfors on the advertising.

The television ad, Saab's first since late 2008, will air during premiere episodes of Bravo's "Work of Art" and The History Channel's hit show "Top Shot." Saab advertising will also run during the Food Network's competition show "Chopped" and on the BBC and Fox News.

Print advertising will run in The New York Times, The Wall Street Journal and USA Today among other outlets. Radio will air across the national NPR network. Online advertising will appear on premium news and auto properties.

The Change Perspective Web site featuring the new television ad and information on Saab safety, heritage and performance earned the 2010 New York Festivals Gold Award for Interactive Design, Silver Award for Digital and Interactive and Bronze Award for Innovative Advertising.

Saab's aggressive marketing campaign kicks off as an exciting lineup of Saab vehicles are planned to hit the US market over the next year.  The vehicles maintain their rich Swedish heritage and premium engineering, styling and performance capabilities.  An all-new Saab 9-3X premium crossover has been added to the current Saab lineup – the 9-3 sport sedan, 9-3 sportCombi and the 9-3 convertible as well as the all-new 9-5 sedan and 9-4X premium crossover to be revealed later this year.

Staying true to their roots, the products feature an all-turbo powertrain lineup with the Aero models featuring a 2.8-litre V6 Turbo Engine with 300 horsepower @ 5,300 rpm and Sentronic six-speed automatic with transmission and paddle shifting.  

Note to Editors:

Saab Svenska Aeroplan Aktiebolaget (Swedish Aircraft Company) was founded in 1937 as an aircraft manufacturer and revealed its first prototype passenger car 10 years later after the formation of the Saab Car Division. In 1990, Saab Automobile AB was created as a separate company, jointly owned by the Saab Scania Group and General Motors, and became a wholly-owned GM subsidiary in 2000. In February 2010, Spyker Cars N.V. of the Netherlands, acquired the company from GM as an independently-run business.

Saab cars reflect the brand's unique Scandinavian design ethic, which is fused with its aircraft engineering heritage. The company is a global premium car maker with a distinguished history of innovation. It is recognized for its pioneering role in turbocharging, as well as occupant safety and the introduction of flex-fuel technology through Saab BioPower. Saab Automobile AB currently employs approximately 3,500 staff in Sweden, where it operates world-class production and technical development facilities at its headquarters in Trollhattan, 70 km north of Gothenburg.  Saab Cars North America is headquartered in Royal Oak, Michigan with 45 employees.

(select Global)

SOURCE Saab Cars North America