And people wonder why I might get stressed…..
Back in January, whilst in Detroit, I heard that the Aero X was a likely starter for a movie and speculated that the gig might have been a Transformers sequel. That would have been sort-of OK, and sort-of not. This latest news about Saabs in movies leaves a really bad taste in my mouth, though.
Apparently there’s a GI Joe movie being made somewhere in the Czech Republic. This would have to be #1011 on my Top Ten list of movies to see in 2009 (or whenever it comes out).
Why is this news here? Well, apparently there’s a Saab Aero X on the set.
Why, Oh Freaking Why?
This is a brand management issue as far as I’m concerned.
Put an Aero X in a Bond film? Excellent idea. Won’t happen.
Make great mini-films like Blackbird* and show them as ads in cinemas or other appropriate venues? Pure Brilliance. Didn’t happen.
Get Saab’s signature concept car for the new millenium into a film that won’t be classy, has nothing to do with the brand’s raison d’être, a film that probably be forgotten three weeks after its release?
Sorry, but if Saab are supposed to be pushed as a premium brand, I just don’t get it.
——
The fact that Saab haven’t picked up Blackbird and used it is almost criminally negligent IMHO. That film still gives me the shivers.
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This story was first seen at Autoblog, where they also have a week-long report on the Turbo X posted today. Somehow this seemed more important to me.
The Turbo X review was OK, though I think Sam really did Saab a disservice by not trying out the XWD system properly. It’s the focus of the car and he’s almost completely overlooked it. In fact, he specifically states that the mechanical highlight of the car is the engine. Just plain wrong.
He also forgot to mention the limited nature of the Turbo X, meaning that a whole heap of Autoblog readers are griping in comments about $45K Saabs (that cost $42K) when the standard Aero with XWD will be significantly cheaper. Given that the X is limited, and a large majority are now sold, I think it would have been approriate for him to cover the availability and pricing in terms of the Aero as well.
Other than those oversights, it’s a good review.
Highly commendable work by Jeff in comments 
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ugh. it’s a shame. GM will pay to put the Chevy Beat in Transformers, but not the Aero X. God help us all
Well, I think you must be a child product of the eighties to appreciate this. The movie will be on the top of MANY people’s list when it comes out.
It would be better in the Transformers sequel though.
the aero x in the g.i. joe movie??! someone pinch me, i think i’m dreaming. that is awesome beyond words. i could see it being the vehicle of choice for cobra commander and his evil cronies - i always rooted for the bad guys
apparently, there’s a market for seeing a tuxedo at a barbecue.
where do you think i got the info, eh Swade?
well i think it’s cool. maybe not the best placement of a saab, but it’s one that will attract viewers of the ages who enjoyed the old show (25-35). it’s better than no publicity.
joemama, blix, I didn’t grow up with GIJoe TV shows or anything, though I think we did have the action figures here when I was a kid.
My point is that if Saab are going to do just one thing this year to push Saab in a product placement type sense, is this the thing?
I don’t think it’s going to advance Saab in what they’ve identified as their own demographic too much. But that’s just me. I appreciate your perspective being closer to that pop-cultural thingamyjigga.
a white car in a sea of black HUMMERs will be a statement. hopefully a Turbo X appearance?
Does anyone at GM marketing really understand Saab? A big NOPE is the answer.
if i didn’t have such nostalgia for the show, i’d agree completely with what everyone is saying. however, unless i’ve been totally out of the loop, i haven’t seen any new saabs in any movies, tv, anything (with the exception of a clip of the 9-3SS in an eva longoria film that no one saw).
it really is better than nothing b/c who’s to say that GM was considering placing it in anything at all? and i love the aero x and i feel its design is quite radical and perfect for something like this.
if GM had current production saabs in this movie, then i’d say it’s trying to trash up the brand. but a really cool looking concept car like the aero x is bound to stir up attention among the viewers (particularly younger male viewers and those old enough to buy a car) and give the saab name a more positive reception among young guys, b/c frankly a lot of them think saabs are old people cars. something hot like the aero x could change their opinions.
I have to agree with Swade on this one. A GI Joe movie might be a weird place to have a Saab Aero X flying around, and I used to watch the cartoon in my youth. Unless they are doing some sort of ‘Alias’ storyline with the movie, portraying the “Joe’s” being a rouge agency instead of “Real American Hero’s.”
Audi had some great product placement in Iron Man - and that movie was pretty good. Too bad Saab doesn’t get gig’s like that.
I suspect that Audi paid dearly for the product placement in Iron Man.
And Saab did not have the brand image (or, for that matter, actual car) to justify being the car of choice for a multi-billionaire international arms dealer.
I just don’t see Tony Stark hopping into a 9-5 station wagon on the way to his private jet. An Aero X, maybe, but that would mean
( . . . pauses for dramatic effect . . )
they have to make one that could be driven like an Audi R8 !
Saab needs to have the product to justify these sorts of media plays. Spending a lot on marketing the current line-up is a waste of money.
I haven’t seen Iron Man. I may or may not, but here’s a question for those who have.
Which one, in a year’s time, do you think was money better spent? Will Smith’s car in I, Robot, or the range in Iron Man?
Just curious. I have very specific memories of I, Robot, and even though the movie was average, I can remember the car bits really well. I might have to make sure I see Iron Man to make the comparison.
ummm…i almost hate to break it to you, but there will be a Volvo in the new bond film.
All publicity is good publicity (unless it’s a recall).
A GI Joe movie may be a hit in North America and as North America is Saab’s biggest market this may be a good thing. I do, however, have to say that for GM to put a crappy Chevy (arent they all) in Transformers 2 instead of the Aero X is a joke. GM clearly is not interested in Saab one bit.
Well honestly I think it is gr8. At least it is getting some press and we have no idea how it will be used. I don’t know if putting Aero X in a movie will translate into sales no matter what the movie. Saab needs to make an Aero X. I suggest, again, make the 9-5 a sedan version of the Aero X with the same amount of horsepower and twin turbo, XWD, etc. and it will not need a movie to sell.
GM invests in brands that will give them returns. They spend money to put a chevy in a movie because chevy is their largest brand. They paid loads to put Cadillac into the Matrix and into The Island (which was a futuristic Cadillac), but they will never do the same for Saab, because they don’t believe Saab is capable of the returns on the investment, which is GM’s own fault anyways… I think this just shows that GM understands that they still dont understand Saab completely.
I can go either way on this one. It’s publicity and will get attention from a lot of people that don’t know that car exists. On the other hand, is it the right group? Time will tell. I was disappointed when there was no SAAB in Transformers. I was hoping they’d throw one in this time
L.A.M.E.
Sorry I have to say it. To us Non Americans, the concept of GI Joe doesn’t compute.
It’s the same as to try to push Cadilliac in Europe.
Lots of Mercedes in Sex & The City movie. It worked too - the link to the characters was quite believeable. GI joe?………. Obviously a quiet week in Detroit when that decision was made.
I have some vague memories of watching GI Joe cartoons in my childhood, but if my memory serves correct, this isn’t the ideal movie to starr the Aero-X. I’d love to see Bond driving it, or it being in the Transformers sequel, but nonetheless, I think this is MUCH better than no publicity at all!
Sort of off-topic, but here’s a hint at Saab’s upcoming advertising from the Great Falls Tribune:
“Coming soon…
FAIRFIELD — Coasting down the highway with a view of Montana’s Rocky Mountain Front is beautiful enough to make many drivers sob — make that Saab.
This week, the luxury car company will wrap filming in several scenic Montana locales for a commercial selling their latest model.
Manager of the Department of Commerce’s film office Sten Iversen said the crew began five days of filming on Friday.
The crew filmed around Fairfield, including Freezout Lake, last weekend.
Montana Highway Patrol officers closed sections of Highway 89 for 10 to 15 minute stretches to allow the crew to drive on both lanes of traffic — one for the Saab itself and the other for a car armed with a camera.
Between the semi trailer used to haul the Saab models, the catering crew and all of the production equipment, “it was quite the operation,” area highway patrol spokesman Tom Taylor said.
The crew spent much of Monday filming at St. Mary and will pick up additional footage in southcentral Montana this week.
The Montana Film Office advertises in several trade magazines hoping to lure companies with Montana’s scenery. With 300 freelance production people in the state, many film crews rely on local talent.
Iverson said the production company filming the Saab commercial has done similar work in Montana 10 times previously.
Iversen expects the commercial to air nationally in a month or two.”
I don’t think there is anything to lose, is there ?
It’s not completely a bad idea deal! it would have lend itself much better though in a Transformers movie. Transformers focuses a lot on vehicle high speed chase scenes and a lot of isolated camera angles during battles. Which would have been a very nice brand promo for such an exciting car as the Aero X…
If this movie was the means to get the Aero-X into production, would that be so bad?
I like the exposure a movie can offer.
Iron Man was hands down better product placement. Audi’s were all over the film – in addition to Mr. Tony Stark lots of people in the movie were driving them.
The concept Audi in I, Robot was somewhat forgettable as unless you are a ‘car person’ you probably did not recognize the vehicle. The Camaro concept in Transformers seemed to work much better as the Camaro (Chevy) brand is a bit more recognizable as a muscle car - at least for those of us here in America.
Yierk! GM is really serious about the Saab/Hummer connection. If this makes me Snaab, so be it.
To be perfectly honest with you, I would have liked to see the Aero X featured in the new Bat Man movie more so than GI Joe. Aero X’s cockpit style canopy is an over the top kind of feature that you could envision a millionaire like Bruce Wayne jumping out of at the next Cash-R-Us party. Not to mention the car is so futuristic and GI Joe is not.
Having grown up in the USA with GI Joe, I am 100% behind the idea of the Aero-X in the new movie. GI Joe is about “a real American Hero”, and a military hero at that. Being “Born from Jets”, the Aero-X is a bad-ass car for a bad-ass movie. This American Snaab believes it will be a success for GM and its mission for Saab in America.
swade when you say the car in I, Robot, do you mean the ’stang or the ford explorer?
No I think Swade means that weird Audi concept that they did just for that movie. seen at the link below!
http://www.seriouswheels.com/cars/top-2004-Audi-RSQ-Concept.htm
A few years ago Saab Germany ran a series of around 16 adverts for the Haraid Schmidt show. It cost around €3 million and it was placed as this was the show was watched by Saab’s typical demographic. The bottom line was that Saab’s sales actually declined that year. Was it the advert, was it the show? or was it that their adverts were aimed at people that already had a inkling to the product.
I feel advertising should be about capturing conquest sales and driving new business. Advertising Saabs to a group that wouldn’t normally consider the product opens channels for a new bread of customer. Saab have their loyal followers,their professors and dentists. But what about the 30-40 year old who wants something different.
As for G.I. Joe, that’s the same 30-40 year old dad who’s son will bug him for a year asking his dad to a Saab. The further notion is that the lad Googles Aero-X and finds out there’s a 9-1 coming and demands his dad buys him one for is 17th birthday.
The idea is plausible whether it plays out that way is another matter. But the sooner Saab starts pushing their products toward a new demographic the better.
more info on the possible transformers character for the Aero X…
http://www.filmgrenade.com/2008/06/10/wheeljack-in-transformers-2-revenge-of-the-fallen/