Better power than swank - Saab 99 EMS advertising (1977)

Bertil of Sweden, Duke of Halland and Prince of Sweden drove one. Just like a number of celebrities, athletes and entrepreneurs. The Saab 99 EMS was the mega Saab of its time - with genes straight from the factory rally department. Its engine was first used in the rally cars and then came, in a civilized version, in the EMS.

The 118 hp Saab was equipped with all the sporty attributes that a car could have at the time. Disc brakes ensure deceleration on all four wheels, while stiffer springs and dampers ensure adequate road holding. The actually sluggish handling of the weaker motorized Saab 99 was alien to the EMS. The more directly translated steering, with 3,4 instead of 4,1 turns from lock to lock with the sports steering wheel, ensured agile handling.

In February 1977, Saab Germany advertised the EMS. Subliminal, reserved, but good. With a catchy slogan.

Saab 99 EMS advertisement (1977)
Saab 99 EMS advertisement (1977)

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