Self-confident instead of complacent - Saab 99 advertising (1977)
You have to imagine the following situation. In September 1977, Saab presented the 99 Turbo to the world at the IAA in Frankfurt am Main. It's a mean sensation, and a turning point in the brand's history. Because Saab will be mentioned in one sentence with the turbo in the next few years, and for many customers Saab is just turbo.
It can be assumed that Saab advertising will switch to turbo mode in autumn 1977. The Swedes are on the attack and next year customers will be snatching the vehicles they have ordered from dealers. So will it be. Or not?
Saab has always been different, something special. And sometimes the Swedish cult brand could not be understood. Because the ad that Saab Germany placed in October 1977 is just strange.
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