Thursday, February 26, 2009

I don't want my fourth Saab to be my last!

As the owner of a 2005 Saab 9-5 ARC, I was saddened to hear that Saab in Sweden had filed for bankrupcy protection. I fell in love with the Saab 900's, 9000's and now 9-5's when I worked for their Canadian advertising agency, Cossette many, many years ago.

The affair with Saab began when I travelled to Trollhatten to visit the factory head office and the Saab museum. I had gone to Sweden to finalize the new car brochures that the advertising agency was producing. I picked up my first Saab on that trip: a wooden scale model of the first Saab concept car that I bought at the museum. It still occupies a place of honor on my desk.

On the other side of my desk is a scale model of a Black Saab 9-5 Combi that was given to me by my dealer, Kitchener Saab These two models fight for my attention every day.

I am doing my part to keep the company and their superb handling machines alive so that I can move on to my fourth model this fall:

And yes, I will shout out my support for Saab from the rooftop if I have to!

This is all very irrational. But then, that's what strong branding does.

By the way, here are my four Saab cars:

  1. Wooden Saab scale model purchased in Trollhatten, Sweden in 1987. Still own it
  2. Saab 900 3 door turbo. Bought used from Kitchener Saab. Dark blue interior. Loved it. Especially on country drives with the sunroof open and windows down.
  3. Saab 9000 5 door. Bought used from Budd's Saab in Oakville. My oldest kids learned to drive on that one. We put 120,000 kms on it in about 3 years
  4. Saab 9-5. Leased in 2005 from Kitchener Saab. Silver ARC with Grey leather. The 220hp turbo engine performs way above its class.

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