The Saab 99 in advertising - better perfection than ready-made

Fiction and reality are mixed up again and again in car advertising. It's about the image, which is a fairly carefully crafted work of art that needs to be nurtured. Saab was no exception. The Swedes worked diligently on their own saga, but sometimes there was a wide gap between marketing and reality.

This was especially the case in 1976. Saab Germany's marketing provided sayings that were absolutely far removed from real life. Whichever way you look at it, the brand's aura clashed with what happened in '76 and what was to happen the following year.

As always, the focus is on the Saab 99, in addition to which Trollhättan also had the 96 and 95 on offer.

Saab 99 advertising - better perfection than ready-made
Saab 99 - better perfection than ready-made

Yes, I want to


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