Saab started with the Aero Academy in the early 2000s. The German competitors in full view, who have been using similar events for a long time. A Saab Aero was the top model in the series, and Saab has never been as sporty as it was then. So you saw yourself in Sweden, and of course there was something there.
The sporting days when Saab still had its own factory team were long gone. Erik Carlsson's success faded more and more, it was just too long ago. Only the longtime fans could remember. Newcomers interested in a Saab had no idea of the brand's sporty DNA. Much worse: in Sweden the survey values were miserable. Saab was considered conservative, dusty, and fussy. A brand for an older audience and Volvo was better on all key points. There was no trace of sportiness in public opinion.
Image care with the Saab Aero Academy
So there was a need for action. With the far-reaching revision in 2001, the 9-5 Aero was boosted to 250 hp, making it Saab's most potent contribution to date in the upper middle class. That was good for the image, and the development for the second generation of the 9-3 was well advanced. With its steering rear axle, the Swedes saw it as one of the most dynamic offers in the compact sedan segment. Some preparatory work couldn't be wrong.
The Aero Academy traveled internationally. In Germany, driver training courses were held at the Nürburgring. Customers learned to control their Saab even in difficult situations. Evasive maneuvers on the water plate, slalom at higher speeds through a pylon course. It was fun, brought brand loyalty and was ultimately also good for road safety.
The short, unfortunately not high-resolution video, is a teaser that Saab customers should want to experience. That should have been successful.