Barcelona, Spain 1999. It is heading towards the future. The new Saab 9-5 sports suit rolls to customers. Saab is in a better position than ever. The quality of the products is right, optimism is spreading.
150.000 vehicles are planned for the year 2.000, further growth, new marketing strategy. What sounded so ambitious at the time should end up in ruins just over a decade later.
Why did it go so wrong? The products may not have been right. The quality of the then fresh 9-5 was on par with the best competitors. For detailed solutions Saab was ahead. Ventilated seats, retractable cargo floor, best turbo engines.
Was it the hatchback that was missing from the new 9-5? The fact that not everyone wants to drive a station wagon that only needs loading space from time to time? Regular customers refused to stay with the 9000. The number of conquest purchases was enthusiastic. These were later lost because Saab could not deliver any new products.
Perhaps the course was right in 1999 - which Saab only finally lost sight of in 2002. The new 9-3 - it only came as a sedan. Shock! No hatchback, no coupe, no station wagon. The latter was already finished, was held back and only offered in 2005. The coupe, it disappeared forever in the abyss of the Saabs never built.
Anyway, 17 minutes of film allow insight into the brand's past, ambitious times.
Our digitization of old Saab films continues - with the support of Saab partners. Saab Service Frankfurt has released a large stack of old Saab videos. For cinematic supplies is taken care of, the mountain is processed slowly. Thanks to Frankfurt to Gerard Ratzmann and his team!
While this is beyond our control with Saab and the future, today we have taken care of the blog and its future. The design has received an update. It's cleaner than before, fits the brand language and tablet and smartphone requirements. We hope you like it!