Wednesday, February 25, 2009

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

As an 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.


  1. Joined, linked and following.... My only Saab is still my wooden toy prototype. Still hoping my next car will be a Saab.

  2. Great to hear Chris! Spread the words!

  3. Great. Let's keep SAAB alive!

  4. Thanks for the comments everybody. I actually received a negative comment from someone in one of the groups I posted this in. I expected that and understand the point of view that under GM's stewardship the brand may have been weakened. He felt Saab should die. My response then and now is that you should be carefull not to throw the baby out with the bathwater. Saab is a very good vehicle that has heritage and a unique philosophy on building cars. I want to see that continue.

    BTW, the wooden model has been with me now for almost 20 years...guess it was my first model after all :)

  5. A Saab saved the lives of my grandmother and aunt (years ago). A commercial truck ran into them. If my aunt had been driving anything else, the car would have been crushed.

  6. WOW! Great story. As I mentioned in my post, I have been to the factory in Sweden and had the good fortune to have been shown the engineering department where they design and test the structure. I was impressed then and with your story, it shows just how much thought they put into their form follows function philosophy. Thanks for sharing


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