While the Saab advertising in Germany was reservedly elitist, market competitor Volvo indulged in frank words. In 1976, Saab advertised the 99, Volvo the 244 and the new 242 L. The styles of the two brands could not have been more different. While Saab relied on pure restraint, Volvo provided facts.
It is interesting that both advertisements went to press at the same time and were published in Auto Motor Sport. That of Volvo was double-sided - that of the German Saab branch occupied only one side. The Swedes' advertising was still black and white, while the majority of the market competitors already relied on four-color printing. Was it Scandinavian restraint or artistic sensitivity? Perhaps.
Yes, I want to read more...
This post is exclusive to our subscribers.
Are you a subscriber or an Aero X Club member?
Log To read the entire article.
Don't have a SaabBlog subscription yet?
But you want a daily dose of Saab and want to read the full article?
Will you Subscriber or a member of the Aero X Club and support the SaabBlog project!
From €1,99 you get full access to all content and promotions and become a member of the Saab world.