Comments

• TimJ said:
  

  I can see the tag-line when XWD arrives:

  “Our heads are in the clouds, but all four feet are on the ground”

  

  -September 29th, 2007 at 12:21 pm
• Dave said:
  

  Too bad its mandatory in the U.S. for all new cars to be equipped with a tire-pressure monitoring system, no wonder its now a standard feature!

  -September 29th, 2007 at 1:54 pm
• Saaboy said:
  

  i like the ‘first class amenities’… roflcopter

  -September 29th, 2007 at 4:51 pm
• Gareth said:
  

  Everything in moderation. A lesson Saab USA need to learn in a hurry.

  More “Progressive Scandinavian design. Turbocharged performance. Premium standard features.” and less “Born from jets”. Quickly. Though “Premium standard features” is surely an oxymoron?

  Being a little flippant, those 3 sentences could be 3 different adverts;

  Progressive Scandinavian design: Victoria Silvstedt loading some IKEA furniture into a Saab estate.

  Turbocharged performance: Closeup of the turbo dial moving about with a meaty soundtrack. Maybe a split screen shot of a cup in the cup holder spilling water all over the place.

  Premium standard features: Show the turbocharged performance one again.

  -September 29th, 2007 at 7:47 pm
• Edonis said:
  

  The American ads for Saab are a bit too tacky for such a stylish brand as Saab. The whole “born from jets” seems a litt outdone at the moment, but having said this, I don’t want them to get rid of all their aircraft heritage, but I’d like to see them head towards “Move your mind” instead.

  @Gareth: Like your ideas, except the IKEA part. Albeit being a good example of Scandinavian design, it’s cheap, and comes in cardboard boxes :p

  At least the Americans aren’t using Margreet. It seems that the Dutch have a thing or two to learn… EnG

  -September 29th, 2007 at 8:12 pm
• Gareth said:
  

  Victoria Silvstedt struggling with a giant pretend Ericsson phone! To be honest I’m too ignorant of Scandinavian culture and exports to suggest much beyond that.

  A comparison between Silvstedt and a Saab: Top speed, 1/4 mile, carrying capacity, number of seats, number of airbags, ability to go topless…

  Not that I’ve got a thing about Victoria Silvstedt you understand.

  Nina Persson jumping into a convertible to the strains of My Favourite Game by the Cardigans.

  It’s probably a good job I’m not in the marketing industry…

  As car adverts go there’s a Mercedes one running in the UK at the moment that is abysmal. Lots of waffle about designers trying to outdo each other accompanied by the car turning into water and some such rubbish.

  Some of the best adverts I’ve seen in recent years have been Honda’s. They mention surprisingly little about their cars and often concentrate on the history of the company, the technical innovations or one specific subject.(eg the logic of getting a man who detests diesel engines to design their diesels.) Granted, they are a far larger company and have a huge range of interests but they’re selling themselves as much as their goods.

  Mor Forward Please.

  The Impossible Dream

  There’s more to Saab, it’s history, it’s approach to cars and the cars themselves then just being born from jets.

  -September 29th, 2007 at 11:12 pm
• robin m said:
  

  Swade, I had that invitation as well, shall I pick you up?

  With Swade’s driving, perhaps you should (ha ha!) — EnG

  -September 30th, 2007 at 2:23 am

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