Historical Saab advertising digitized and printed as a poster

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
Historical Saab advertising digitized and printed as a poster

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.

Pre-punched holes for easy attachment
Pre-punched holes for easy attachment

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.

Saab 99 from 1974 - brought back to the present
Saab 99 from 1974 - brought back to the present

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!

8 thoughts on "Historical Saab advertising digitized and printed as a poster"

  • Comment regarding the advertising photos from that time:

    You can still clearly see how manual photomontage was carried out back then by making various small adjustments/modernizations to existing older photos depending on the model year.

    In this case, the radiator grille was adapted, but unfortunately only the inner part made of plastic with the widened inner symbol, because the headlight frame is still the previous version in chrome-plated sheet metal, instead of the successor version in plastic. Headrests and exterior mirrors have also been adjusted.
    What still puzzles me is what change/adjustment was made to the front wheel arch, which doesn't quite correspond to the original!

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  • What a great idea. Congratulations.

    Well, SAAB Frankfurt. I picked up my first convertible from Mr. Fisch, who knows him? Of course, fully equipped as a car for SAAB Germany. Apparently leather in a special color. It was fine with me.

    We held exhibitions together at SAAB partners. As a freelance “creative director”, I contributed to the success with textiles from Sweden.
    Were we the inventors of cross marketing? 🙂
    Certainly not!

    SAAB Frankfurt. Legend.

    I still have the convertible today. Greetings to Mr. Fisch. Maybe he'll read along.
    We had a good time.

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  • Absolutely brilliant idea!

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  • Sensational! Where did you unearth this motif?

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    • It was actually part of a campaign in 1974 - we'll provide the background information soon!

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  • Addendum: we cover the 10, 100 and 1000 range of Saab type designations. You've already played the 99 once, jättebra!

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  • Simply brilliant, we Flensburg residents still have many square meters of chipboard in the hall that call for Saab motifs. So we turn a hall into a living room, the “furniture” is already there on its 15-inch feet.

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  • cool! The SAAB vs. still has the potential to make people think!

    In the office, in addition to two SAAB design drawings, there is a framed poster of the SAAB 900 Turbo 16 as decoration. The young architect had already had his eye on the latter when I found it in a construction site.

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