Saab advertising could be demanding and required a certain level of education. I'm not sure if Homer's Odyssey is still required reading in schools today, or if the author would just be a household name for the older generation. It may be that the Troy film with Brad Pitt and Diane Kruger is more popular, but that doesn't matter.
The plot surrounding the Trojan Horse is simply told. It's about love, jealousy and hurt pride, which all lead to war. However, in the finale, after many people have already lost their lives in 10 years of war, cunning wins. The offended aggressor constructs a wooden horse - the similarly confident and proud defender interprets it as a gift and naively drags it within his fortification.
Saab vs. Trojan Horse
However, one suspects that there are armed forces hiding inside who immediately do what they were trained and paid to do. The consequence is clear. There are more deaths and Troy sinks into the chaos of destruction. The wooden nag becomes immortal as the Trojan Horse in Homer's Odyssey. The saying that Greeks should not be trusted, even if they bring gifts, has stuck with the nation ever since. Only 2700 years later, Wolfgang Petersen made the drama into a film.
As part of its famous Saab vs.Link) and who could demonstrate a certain basic humanistic education. That would at least be daring today. Maybe even unimaginable. Perhaps the general level was higher over 20 years ago - or the Swedes felt they were more secure in their clientele. Or both at once.
Together with the agency Lowe & Brindfors, the Swedish cult brand does not declare the 9-3 OG a Trojan horse. The viewer could see that in the Saab. First of all, it's a nice sports car, but you shouldn't be fooled by its aerodynamic design and the responsive turbo engine. Not even from its airplane-like cockpit.
Room for Homer Simpson – but not for 100 Greeks
Because the Saab shouldn't just please. It should also meet practical needs. Unfortunately, he doesn't have room for 100 armed Greeks; they are said to have found space in the belly of the wooden horse. Homer Simpson, on the other hand, would like the Saab, because 1314 liters of luggage space make the 9-3 superior to most models in its class.
The sports car – as we know it is history. In other words - the Saab 9-3 redefines the term sports car.
The advertising that Saab Automobiles launched in the German media in 2000 was sophisticated and funny. Of course, it required a certain basic understanding and thus limited the possible customer base. That was brave in a way, and some people will have looked over the advert with a shake of their head.
However, these customers were missing something. As an Aero, the 9-3 OG was the last and best hatchback that ever rolled out of the halls at Göta Älv. The aero engine only produced 205 hp, with the blessing of the in-house tuner 230, but in the classic Saab disciplines, such as the intermediate sprint at medium speeds, the 9-3 made some other sports cars look pretty slow.
In addition to its beauty, the fact that it was incredibly versatile, with space for an entire family and their luggage, was also one of its strengths. The required base price of around €20.000 sounds as historic today as it really is.
What do you get for it in the present? Neither a new car made in Sweden, nor the wood as a building material for a veritable Trojan horse.