The Swedish automaker that recently asked you to “Move Your Mind,” and is ostensibly “Born From Jets,” would now like you to “Change Perspective.” In advance of the launch of the 2011 Saab 9-5, Saab is introducing a new marketing campaign to draw the car closer to its Scandinavian roots.
After 2005’s “Born From Jets,” which debuted to promote Saab’s historical connection to aircraft, the company adopted “Move Your Mind” as a global brand message. With the introduction of the 2011 9-5, Saab is looking to capitalize on a revitalized image for the brand whose epitaph we’d already written.
“Change Perspective” will herald a barrage of new Saab product introductions, beginning with the new 9-5, and followed up by the forthcoming 9-4X crossover. (We’re still waiting to hear about a possible 9-5 wagon.) The campaign, which will be featured on the radio, lifestyle TV channels, and national print outlets, “fits perfectly with the Saab audience,” according to Saab executive marketing director Parveen Batish. Saab has also set up a website specifically devote to the campaign.
Our first drive of the 2011 9-5 Aero confirms Saab’s newest sedan “is a surprisingly strong effort and, even more surprisingly, Saab-like.” Hopefully Saab’s changed perspectives won’t lead it astray from a winning formula.