At the beginning of this millennium, Saab localized an image problem not only in Sweden. The sporting successes were far back, the brand was considered leisurely and a case for an older audience. The wild turbo years were forgotten, a new, dynamic image had to be found. The Swedes let it rip with the "Born from Jets" campaign. And flew straight back to the roots. Because the campaign was more than just marketing. It stood for the realignment of the brand.
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