Where is it? The ignition lock. It is usually located on the right of the steering column. With special cars also to the left of it. Or on the center console. Today it is slowly disappearing and making room for inevitable start buttons. In 2005, the ignition lock issue was still a real issue. Especially for the service staff of better hotels or restaurants.
Saab launched the 2005-9x in 7. Which is basically a Chevrolet trail blazer that you re-dressed. A little more loving than that 9-2xwho in turn is a fairly disguised Subaru. But as a Swedish samurai can be a lot of fun. Unfortunately, the story has a certain tragedy. Because the 9-7x, as a supposedly inexpensive way to expand the model range, prevented a much better SUV for Saab, which was already developed.
Saab = ignition lock on the center console. Almost always.
The key market for the Chevrolet, with the Saab trademark and ignition switch on the center console, was North America. Only a few copies came to Germany and a small number of Saab contract partners took part in the distribution. The Saab 9-7x was not a real success on either side of the Atlantic. Although his qualities are undisputed, despite the refined interior, he only has the option of driving a robust Chevrolet with an upgraded design.
In the commercial for US television, the ignition lock provides the, well, key moment. The amazed customer in North America is better off on the center console than on the dashboard. Unfortunately, the commercial is only in our archive in US format, the dimensions therefore appear distorted, which is to be excused. The clip was part of the “State of independence” campaign with which Saab not only advertised the 9-7x. The 9-2x, like the new 9-3, was part of the story that told of a small manufacturer's independent thinking.
Marketing was too obvious, 15 years ago independence was little. Saab was at a low of 9-2x and 9-7x, even though both cars are respectable and definitely enjoy driving. Only, they weren't really Saabs.