Saab advertising was often provided with a good dose of self-mockery. In the early 2000s, the German branch ran several campaigns in this style. Sometimes, however, the agencies exaggerated, and not every advertising message could be understood immediately and unequivocally.
On the other hand, the Saab Cabriolet advertisement from the summer of 2002 was quite clear. According to the report, Saab builds cars for the long and hot Swedish summers. Sure, of course. After all, the country is known for them.
Of course it wasn't like that, because the advertisement showed open Saab 9-3 convertibles - ice fishing.
The convertible for the Swedish summer
In 2002 the end was near for the brand's first 9-3 series. The Saab 9-3 sports sedan had already been announced and would be available from dealers in September. Saab didn't mention that it was a break with the tradition of hatchback cars. Instead, the focus was on the future driving pleasure of an unusual sedan.
Farewell was also approaching for the Saab 9-3 Cabriolet, which was built in Finland. The successor would no longer be from Scandinavia (Link), but from Austria (Link) come. And be a completely different car.
In fact, there were the qualities that would connect all 9-3 series. A Saab 9-3 Cabriolet is an all-weather, all-season car. The hood is thickly padded, depending on whether it keeps the heat inside or outside. The heating is efficient, as is the air conditioning.
And the heated seats provide cozy warmth, just like the stove in a Swedish wooden house.
The Saab ad with the Swedish summer was a bit ironic in 2002, but kept what it promised. Of course you can drive the 9-3 Cabriolet open even in winter. The old 9-3 series even does this a little better than the new one, even at temperatures around freezing point there is comfort.
Only somewhat sensitive natures then use a wind deflector, a hat and scarf and on-board equipment such as the seat heating and the warming fan are sufficient.
Saab advertising is valid for a long time
The manufacturer sweetened the farewell to the first 9-3 series for customers with generous discounts and special models, and the fans grabbed them. Did you suspect that the successor would be of a completely different caliber? Maybe that was so, and the interior quality of the first series, this feeling of having a cockpit milled from the solid in front of you, was never achieved by the successor.
On the other hand, it was superior to the old cabriolet in every respect in terms of driving dynamics, the body was more torsion-resistant, and the qualities in summer and winter were such that the advertising was still valid.
The agency would only have had to exchange the pictures, nothing more was necessary.