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Saab GB Ltd has launched a multi-million pound national marketing campaign to raise consumer awareness of the brand and to celebrate the introduction of Saab’s all-new flagship model, the 9-5 saloon.

The innovative and creative multi-channel campaign will demonstrate the company’s Swedish heritage and provides a platform to re-establish the brand in the premium car sector.

Saab’s Stockholm-based agency, Lowe Brindfors, was responsible for the overall creative brief and McCann Erickson Communications, Birmingham, managed the campaign’s activation and production in the UK.

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Saab was quite successful in rally competition once upon a time, and it looks like the automaker’s new management hopes to kick-start the brand’s revival with a return its motorsports roots.

The word out of Europe is that Saab has met with World Rally Championship officials and committed to a 2012 entry into the series with a machine based on its upcoming smaller car. Depending on who you talk to, the new model could be dubbed either the 9-1 or 9-2.
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Saab GB is pleased to announce another milestone has been reached with the relocation of the company to brand new head offices. Saab GB will be based at Martell House in the Cranfield Technology Park adjoining Cranfield University in Milton Keynes. The location fits perfectly with Saab’s aerospace heritage as Cranfield University is a leading postgraduate centre for technology, engineering and aerospace.

The move marks another significant step in the ongoing and overall separation process from General Motors UK. The relocation follows on from the completion of the sale of Saab GB to Spyker Cars which took place in May this year, and marks another milestone in an exciting new era for Saab GB as a part of the independent Saab Spyker organisation.
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Talking exclusively to Telegraph Motoring, Saab’s chairman, Victor Muller, hints that the company’s new 9-3 could return to its hatchback roots.

Saabs forthcoming 9-3 replacement, scheduled for launch in 2012 will most likely be a return to the hatchback format under new owner Spyker.

Saab stopped making hatchback models under General Motors ownership and many blame this decision on the declining sales and near demise of the archetypal Swedish marque.

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Thousands of Saab enthusiasts from all over the world are expected to attend the 2010 Saab Festival in Sweden between 15–18 July, the first to be held since Saab became an independent company earlier this year.

The biennial festival is traditionally the world’s largest gathering of Saab fans. Based around the Saab Car Museum in Trollhättan, the home of Saab, this year’s event will focus on Saabs past and present, including the soon to be launched Saab 9-5 saloon.

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