With the introduction of the Car Culture column, we got more and more historical Saab advertising on the table. It sometimes came from the early years in Germany, when an independent importer still took care of sales. More came from the years in Frankfurt-Niedereschbach, when the district was still written in one word.
There is also the famous Saab vs. XY campaign, which we also find really iconic. We kept coming back to a certain point. You would have to process the old advertising, digitize it and print it. Because many motifs are worth hanging on the wall.
Historical Saab advertising digitized and printed as a poster
A few weeks ago the time had come. We liked a historical Saab advertisement from 1974, 50 years old, so much that we dared to tackle the topic. The ad was digitized, but generally left as the German branch had designed it.
We gave special thought to printing in DIN A1 format and decided on an unusual solution. Since standard posters tend to be susceptible to all kinds of damage (we've experienced this with the many Saab posters in the archive), we were looking for a more robust solution.
The idea came from, of all things, election posters that use hollow-wall panels as supports. These plates are ultra-light, they are easy to attach to any wall using pre-drilled holes, they give the print an excellent base and brilliance.
Of course, we had never done anything like this before and were so excited when the first sample arrived. The result exceeded all expectations, the print looks even better than the advertising from 1974.
The 2,5mm thick hollow core panels are really strong, particularly light, and as a small limitation there is a certain sensitivity to pressure on the edges, which can lead to minimal abrasions.
A factor that only becomes noticeable if, as in our case, everything is printed completely in black.
We have now created a small edition of the motif, which is in stock. The hollow chamber panels come (of course) from German production, and the printing is also carried out by a German company.
Since these prints would be easy to store and replace if necessary with the specified holes, we have the idea of a small Saab series in mind. However, whether we implement them does not depend on us alone.
From Monday the prints will be available in the Aero X Club Shop (Link) can be ordered, and this poster is a test run for us to see whether we will digitize even more historical Saab advertising and bring it back to the present. The readers and the members of the Aero X Club decide – and we are excited to see the reactions!