35 responses so far ↓

• 1 1985 Gripen // Jul 9, 2008 at 9:38 am

  I’ve got to think that Saab USA Marketing Department have done their homework and know that horsepower sells more than handling does in the U.S.

  After all, this is the country where the major motorsport sees cars driving around a big oval track making left turns. What’s handling?

  This is the country that spawned the Corvette. The Viper. All muscle cars are great straight-line racers. Like a drag racer.

  Handling might mean a lot in the real world and to those of you outside the U.S. what with your F1 racing and rally racing and all, but here in the U.S. it’s all about raw power.

  They probably had focus groups that asked questions like, “what would you rather have: a 285 horsepower car or one which handles really well?” and the answers came back that they want a 285 horsepower car so they can brag about numbers with their neighbors and the guys at the office at the water cooler.

  I’d like to think that the people in charge know what they’re doing.

• 2 swade // Jul 9, 2008 at 9:50 am

  We’d all like to think the people in charge know what they’re doing, Gripen

  I’m not trying to sell handling with that tagline, though that’s the offshoot, of course. What I’m trying to sell there is technology, advancement, progress. The fact that you can’t get that system anywhere else right now.

  Maybe something like “turbocharged power and the world’s most advanced all-wheel drive system” would be more appropriate, getting turbo, power and advancement in there all at once?

• 3 1985 Gripen // Jul 9, 2008 at 10:13 am

  The video works fine. There’s even that commercial you were talking about (the one filmed in Montana) included.

  I was a little confused though because it autoplays and I was playing music from iTunes on shuffle mode and there was this Bhakra song by DJ Rekha (yeah, I’ve got eclectic taste) with the audio from Le Tour playing from the video in the background and I was confused at first thinking, “where the heck are those voices coming from!?!?”

• 4 swade // Jul 9, 2008 at 10:17 am

  It’s autoplaying?? Bummer.

  I wish those ads would hurry up and get on to Youtube

  Voila! Youtube version added.

• 5 1985 Gripen // Jul 9, 2008 at 10:33 am

  Unfortunately the YouTube commercial only shows one of the multiple Saab commercials. There are multiples on the Versus coverage, as well as their own ad for the “Fly to the Finish” sweepstakes. In-between every video at the Versus site there’s a Saab commercial. One touts the fuel efficiency and power and one touts the safety. They are different commercials than the YouTube one you have here.

  oh, OK. Thanks Gripen. That’s the hassle of me not being able to see it right now.

  I suggest people hit the Versus link in the post, above, and see the videos for themselves. I don’t like having Autoplay stuff up here as I find it really annoying on other sites. – SW

• 6 NineTwoX // Jul 9, 2008 at 11:09 am

  Interesting commercial. A different approach then their previous BFJ advertsing. It’s refreshing.

• 7 Tedjs // Jul 9, 2008 at 11:41 am

  “After all, this is the country where the major motorsport sees cars driving around a big oval track making left turns. What’s handling?”

  That is so true… very amusing comment. Between that and the horsepower observation Gripen has painted a nice picture of our NASCAR nation. Now you know why Saab’s are not selling well here – we are all walking around without our shirts on, drinking beer out of cans and looking for the keys to our 1986 Monte Carlo SS’s.

  No offense NASCAR fans, I was just kidding. Really.

  I like that new Saab ad. The 9-3 convertible is a sharp ride to be showcasing at this time of year. And I like how the boost gauge goes a bit more into the red with each ‘shift’…. Good job.

• 8 LP // Jul 9, 2008 at 11:42 am

  That ad is such a nice change from BFJ. Well done.

• 9 Beren Erchamion // Jul 9, 2008 at 11:44 am

  Its an ok ad – but I agree with the main point: The car is not about HP – its all about handling. The car beats Porsche’s in slalom’s, why not showcase that?

  I do agree that most americans are drawn in by HP alone, but if that’s true then the car already has lost since it does not break the 300 mark set by the competition.

  There are other approaches too: Saab is distinctly different from the bling-bling crowd…this was a major reason I went with a Saab.

  beren

• 10 Kroum // Jul 9, 2008 at 11:48 am

  The ad is very classy. Well done!

• 11 jking // Jul 9, 2008 at 12:33 pm

  10:30pm here in New Jersey and I just witnessed on TV this new Saab Ad. Finally they have a real ad group working for them! The Born from Jets ads were so corny and said nothing about the car. They need more ads like this that promote fuel economy especially these days with the gas prices jumping up each day at a crazy pace. The land of the SUV is over here and its showing. Maybe Saab can take advantage of this and promote their technology in these new ads. Great start with this ad…very classy like the Audi and BMW ads.
  I look forward to seeing the others!

• 12 Saaboy // Jul 9, 2008 at 1:02 pm

  I really enjoyed the ad.

  The first time it came on, I didnt feel like i was in USA. I am so used to nice smart Saab ads coming outa European markets, and BFJ junk from USA.

  Im glad its finally on youtube too

• 13 Ryan McLean // Jul 9, 2008 at 1:36 pm

  I don’t know why y’all are whining. We talk until we’re blue in the face that Saab needs to market what is unique, and what they are…

  …Wait…I just figured it out (DOH!)

  I was going to whine that you were whining about them pushing the power, because I like the Turbo ad, but then I realized that those people whining about that thing were referring to the website ad, not the Turbo ad

  I LOVE that ad, by the way. It’s witty, it’s smart. It drives home the point that the Saab is very eco friendly — they got the word RECYCLE in there, did you hear that? Green is in right now. It’s kind of annoying, you wonder why it’s repeating, and then it resolves. If it plays 2 or 3 times during an episode of a show on prime time it could get a little, uhh, annoying. Then again, Saab adverts typically only play once right? So this repetition is perfect!

• 14 mo // Jul 9, 2008 at 1:38 pm

  wow amazing ad, it was time for it.

• 15 turbin // Jul 9, 2008 at 3:59 pm

  Keywords: Fuel Efficiency, Power, Energy, Exhaust, Recycle, Joy, SAAB and TURBO.

  Very, very, clever scripting. Swade, you gotta love that one with your newly invigorated love of advertising craftsmanship.

• 16 Swade // Jul 9, 2008 at 4:12 pm

  I’ll be watching Gruen tonight, Turbin, and will be ready for some analysis paralysis shortly thereafter

  I like the new ad. Didn’t like it so much the first time I saw it, but after a few viewings, I like the way it builds. It’s also really good to see a much more mature ad than the BFJ stuff. The BFJ message was appropriate as I don’t think Saab should ever relinquish their heritage, but the method just got me down.

• 17 WooDz // Jul 9, 2008 at 6:47 pm

  The Initial BFJ adverts were punchy and vibrant. I think they served a purpose and created awareness of Saab’s roots. However; the theme overstayed it’s welcome but this new advert is a breath of fresh air that certainly shows a departure from typical American ‘Gun-ho’ references.

  It is good to see SaabUSA use a better Corporate Identity led medium to start driving home Saab’s core values.

• 18 lance // Jul 9, 2008 at 8:09 pm

  Clever advert -but does not tell teh whole story.

  The camera angles meant that I was expecting it talk about the power of the wind- harnessing aerodynamics..

  I still want to hear these words in a Saab advert:

  “Soorb, style with safety, speed with responsibility: Soorb – values”

  Lance Cole

• 19 Nahtanoj // Jul 9, 2008 at 8:44 pm

  Nice ad — hope it gets a lot of airplay.

  It’s a big contrast to a radio ad that Saab is running in the Washington, DC area right now, which pushes the 9-3 Aero on the basis of its big engine (and other features) and then says “more jet-inspired than eh-ver.” I’ve heard it 3 or 4 times now, and each time I think it’s the wrong approach, when the only thing that’s selling right now is fuel economy. The new TV ad makes a lot more sense.

• 20 Tompa // Jul 9, 2008 at 8:52 pm

  Think that ad is weak.. Does not do anything for me..
  http://www.youtube.com/watch?v=fUjwNsK1YkY
  Why not something like that and Saabs turboherritage and now the XWD in combination?

  /Tompa

• 21 MarkS // Jul 9, 2008 at 9:16 pm

  Unfortunately Gripen is right about the prevailing mentality here in the States. But…now that fuel prices are at an all time high, people are being FORCED to think differently and to consider more intelligent reasons for buying a car (there’s a mad scramble going on among my co-workers to dump their SUV’s). With that said, I think it would make more sense to draw attention to the XWD system’s ability to use available power more effectively. The turbo-x will blow away many cars with higher horsepower ratings and larger engines, and Saab needs to draw attention to that fact. I think the message would reach customers looking for all-out performance as well as those looking for more intelligent features in a performance car. Right now the ad is geared to turn off BOTH types of buyers. Cars with higher horsepower ratings are just a few mouse clicks away for the performance junkies, and there’s no compelling message for those looking for a “sensible” reason to pick the 9-3 over the competition. Saab advertising has been very unfocused over the past several years and I really don’t think the ad agency knows a blasted thing about Saabs. If they did, you’d see the message in the ads.

• 22 Charles // Jul 10, 2008 at 12:11 am

  I was out of town and catching back up on everything. The commercial isn’t great, but it is different and a 180 to the typical BFJ commercials so I will take it. It gives me a little hope that they can move more in line with the European marketing team. But the real question is, how much will GM air it.

• 23 Tompa // Jul 10, 2008 at 12:48 am

  I ABSOLUTLY %#&¤ THE AMERICAN RAGE OVER FUELPRICES!!!!! You have CHEAP CHEAP CHEAP fuel.. ALRIGHT???
  Welcome to Europe, rent a car and fill it up with regular gas RON95. A US Gallon in Sweden is at the moment 8,62 dollars.. Wake up!

• 24 Kaz // Jul 10, 2008 at 1:24 am

  Well, I’m hopefully going to be experiencing both the power and the handling soon

  I’ve just ordered this vehicle:

  VEHICLE: [Awaiting Reg] – Saab 9-3 5 Dr SportWagon 2.8T V6 280BHP Aero XWD Petrol (Auto) On Order
  COLOUR: JET BLACK (MET) INTERIOR TRIM: PARCHMENT LEATHER SPORT

  OPTIONS: ALLOY 18″ V-SPOKE, ROOF RAILS, CONVENIENCE PACK PLUS, BUSINESS PACK

  —————–

  Yes, I’ve gone for the Auto this time, and yes a Wagon. I prefer the look of the wagon to the saloon.

  This, in my opinion, is probably the best combination to go for in the current 9-3 range, well, it is until they finally decide to offer XWD on the Aero TTid

• 25 WooDz // Jul 10, 2008 at 1:47 am

  I think the advert that Tompa made a link to is focused right for the BMW brand. However it doesn’t actually do anything for me to watch morphing animations of a car going around a track. Most car makers can play the horse-power card, Saab on the hand can’t. 280 is nothing to a BMW +400hp boasting.
  Saab’s advertising has to be clever and appeal to the thinker who essentially are still the main bread buying their cars. The Saab advert above is a start. If you want action-packed then show the 280 XWD Aero beating an Audi S4 and BMW 335Xi in the wet or on snow, with a tag line. Power is nothing without control.
  Different courses for different horses as they say

• 26 saab9x // Jul 10, 2008 at 2:20 am

  being in and around aspen (colorado) for the last few days (where it’s easier to see tom cruise or katie holmes around town than it’s easier to find a parking spot–but i digress…), and seeing $6 gas, i think the commercial touts a certain amount of fun, coupled with ecological responsibility. the “bfj” theme may now be “played” (out).

• 27 fred diesel // Jul 10, 2008 at 2:42 am

  Over $4 petrol separates the guys/gals that think theyre rich from those that really are. Horsepower may have been cool last year, this year its economics, stupid. In that regard, Saab USA, GM et al are losing sales by not having plan D ready to roll.

  Still only takes 2 tanks (~28 gals) to drive a Saab turbodiesel from Chicago to Boston or Denver or N Florida. Even Lutz would be able to sell these at MSRP.

• 28 Charles // Jul 10, 2008 at 2:54 am

  And as the BFJ theme is “played out”, they can move in “move your mind”. PLEASE GM/SAAB do this.

• 29 conor // Jul 10, 2008 at 4:15 am

  Tompa – 449,964 square kilometers for sweden
  9,826,630 square kilometers for usa

  I’d also take a bet that US citizens have much much higher average daily Km’s to go.. That said they dont get the 60mpg dieasl from SAAB .

  I like the ad. I was alittle dissapointed I didnt see any others while watching the TDF, but saab had their name all over the commentators booth. Maybe i just missed the others?

• 30 1985 Gripen // Jul 10, 2008 at 8:31 am

  conor: If you watch the web coverage of the Tour they play several Saab commercials in-between the video clips.

• 31 Peter // Jul 10, 2008 at 9:20 am

  Speaking of the Tour de France…

  Bicycling magazine has the Saab centerfold just like they did last year to go with the sweepstakes promotion (also the back cover).

  Unfortunately, it seems Saab does not have an editor for their new ads. Here is a line from the centerfold ad:

  “By taking exhaust that typically escapes out the tailpipe and redirecting it back into the engine, it delivers large bursts of power with minimal use of fuel.”

  Whoever (whomever?) signed off on that making it to press needs to be slapped.

• 32 Conor // Jul 10, 2008 at 1:11 pm

  awesome, thanks gripen

• 33 Tompa // Jul 10, 2008 at 9:00 pm

  Conor… I don´t understand the comparison???
  What does a countrys total area have to do with anything?
  I buy ca 95 US Gallons or a little over 350 litres of Regular every month.. That comes to ca 4900 SEK.. Or 35% of my net income..

• 34 Razvan // Jul 10, 2008 at 10:23 pm

  Tompa, you must driving a lot . That is very pleasant, I hope. But I think here is discussed the average for an american and for an european.
  I’m also really curios what is the average in some US states and some european contries.
  I’m from Romania, here I think is about 1500-2000 km per mounth (1000-1200 miles). That is also my case, usualy half in town, half outside the town (unfotunatelly no highways).
  My 9-3 SE lpt model year 2001 takes around 14l per 100km urban, and around 8l/100 km extra urban.

• 35 John S. // Jul 11, 2008 at 2:32 pm

  While I have to agree hp is way better at grabbing Americans’ attention, I think those that would choose a car on hp over handling would never look at Saab to begin with! They’d look at a car that they can immediately tear apart and rebuild again.

  and i’ve been driving a Saab for 5 years and wouldn’t go right to ‘efficient’. Maybe it’s that damn led foot + sport mode, but still.