1999. It goes in the direction of the future. The new Saab 9-5 sports car rolls to the customers. Saab is better positioned 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 on the new 9-5? The fact that does not want to drive every station wagon, which needs only occasionally loading area? Regular customers refused to stay with the 9000. But the number of conquest purchases inspired ... which were later lost because Saab could deliver any novelties.
Perhaps 1999 agreed the course - yet, Saab finally lost sight of 2002. The new 9-3 - he came only as a sedan. Shock ! No hatchback, no coupe, no wagon. The latter was already finished, was withheld and offered only 2005. The coupe, it disappeared forever in the abysses of 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!