A short video can say a lot about how a brand sees itself. Today's after-work clip is only 30 seconds long, but it expresses a great deal about the Saab philosophy in the 90s. It was the time of the Saab 9000 and Saab 900. Fast turbo vehicles that wore the fur inside and that shaped the image of Saab in public.
A Saab is always sporty - the video conveys this message. A Saab is also always practical. Fold down the back seat, load the sofa, and then chase over the slopes and have fun. Whether unpaved Swedish roads or German highways. Back then, you didn't need SUV derivatives to get through anywhere. A well-made front-wheel drive was sufficient.
The concept seems to have worked out then. Saab 900 and Saab 9000 were not special promotions and were still purchased. If you look at the old price lists today, you get a shock what was called more than 20 years ago for the Swedish products.
But the product was right and so was the value offered. Even today, 20 years later, a Saab 9000 is an individual, intelligent, everyday solution. As the advertising film says so beautifully: We don't make compromises. We make Saabs. That's the way it is!