DETROIT -- A new marketing campaign by Saab Cars USA Inc. links the performance of its luxury vehicles to Saab's aircraft heritage.
Saab executives say the "Born from Jets" brand campaign, which was launched Oct. 23, is the most comprehensive advertising effort in the company's half-century history in the United States. Ads note that 16 aircraft engineers founded Saab in Sweden in 1937. TV spots offer images of fighter jets soaring over Saab vehicles. The campaign features its top-selling 9-3 sport sedan and the 9-7X SUV.
"If I told you Saab gets 31 mpg and it's really fun to drive, that might come across very pragmatically," says Jay Spenchian, general manager of Saab USA. "Now when I do it under the emotional umbrella of a jet, it takes on a high cool factor."
Spenchian would not disclose the cost of the new campaign. Saab spent $64.9 million to advertise in U.S. media last year, according to TNS Media Intelligence.